Logo Beginnings. Logo Modernism. 45th Ed.

Jens Müller

$54.99

Hardback

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Taschen GmbH
25 November 2025

Graphic design; Typography & lettering

Series: 45th Edition

By the late 19th century, trademarks began to replace traditional emblems, like coats of arms, as identifying symbols for companies. At first, logos tended to be figurative, but over time they morphed into the abstract marks that we see everywhere today. Yet many iconic brands-like Rolex, BMW, Louis Vuitton, and the New York Yankees-still use logos designed 100 years ago.

Bringing together two previous volumes-Logo Beginnings and Logo Modernism-into one compendium, design expert Jens Müller (dubbed ""the logo detective"" by Wired magazine) has trawled historical trademark archives and design publications to unearth 1000s of logos from as far back as 1870, including many forgotten designs and early versions of today's brand identifiers.

For clarity and ease of reference, both the Beginnings and Modernism sections are divided into categories (like Pictorial, Form, Effect, and Typographic) with each category further subdivided by basic design elements, like circle, line, alphabet, overlay, dots and squares.

For context, in addition to the author's essay on the history of the trademark, R. Roger Remington writes on modernism in graphic design, plus there are profiles of eight seminal designers-including Paul Rand, Yusaku Kamekura, and Anton Stankowski.

Covering everything from media outfits to retail giants, airlines to art galleries, this is an invaluable resource for graphic designers, advertisers, and branding experts. It will also delight fans of cultural and corporate history, and anyone fascinated by the persuasive power of image and form.

By: Jens Müller
Imprint: Taschen GmbH
Country of Publication: Germany
Edition: Multilingual edition
Dimensions: Height: 217mm, Width: 156mm, Spine: 34mm
Weight: 1.133kg
ISBN: 9783754401378
ISBN 10: 3754401378
Series: 45th Edition
Pages: 512
Publication Date: 25 November 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Jens Müller was born in Koblenz, Germany, in 1982 and studied graphic design. Recipient of numerous national and international design awards, he is a partner of Vista design studio in Düsseldorf and professor of corporate design at the Dortmund University of Applied Sciences and Arts.

Reviews for Logo Beginnings. Logo Modernism. 45th Ed.

“A good logo is one you can draw from memory in the sand with your big toe.” * Kurt Weidemann *

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Logo Beginnings. Logo Modernism. 45th Ed.

Jens Müller

$54.99

Hardback

Reviews for Logo Beginnings. Logo Modernism. 45th Ed.

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