Review: Logo Modernism

Review: Logo Modernism

For the past 7 years, author and ‘logo detective’ Jens Müller has been compiling modernist logos created between 1940 and 1980. This ‘golden era’ of modernist aesthetic in art, architecture and product design also produced some of the most iconic and beautiful brand marks. A collection of approximately 6,000 such logos that now fill the pages of Logo Modernism, a new book out from Taschen.

Ranging from media outfits to retail giants, airlines to art galleries, the sweeping survey is organized into three design-orientated chapters: Geometric, Effect, and Typographic. Each chapter is then sub-divided into form and style led sections such as alphabet, overlay, dots and squares. Alongside the comprehensive catalog, the book features an introduction from Jens Müller on the history of logos, and an essay by R. Roger Remington on modernism and graphic design.

Eight designer profiles and eight instructive case studies are also included, with a detailed look at the life and work of such luminaries as Paul Rand, Yusaku Kamekura, and Anton Stankowski, and at such significant projects as Fiat, The Daiei Inc., and the Mexico Olympic Games of 1968.

This book is not only full-to-bursting with hugely important logos, it is physically huge! Probably the biggest book i’ve ever reviewed. It’s 432 pages, and almost A3 in size! I’ve no idea how much it weighs, but you certainly get a lot of book for your money. If you have an interest in social, cultural or corporate history, this is an unrivalled resource and deserves a place on your shelves (if it will fit).

Worth mentioning too that the book is multilingual (English, French, and German).
It’s currently available through publisher TASCHEN or Amazon.com and Amazon.co.uk.

Luke Tonge