Logo Modernism is a trophy book to display on any designer’s bookshelf. The one caveat being that there aren’t many bookshelves that can handle its physical size. This book is massive. At 10″ x 15″ by 1.5″ thick, it’s a 432 page treasure trove of modernist logo history.
The price tag is also indicative of the scope that went into creative this book. I typically encourage buying from Amazon’s used books selections, but at $69.99, you want to ensure you get this book in mint condition. This is a book for the collectors.
As the name suggests, it’s designed to a modernist’s aesthetic with it’s use of grid, space, and typography. Translated in 3 languages the book carries a rhythm that leads the reader forward without feeling redundant.
This unprecedented TASCHEN publication, authored by Jens Müller, brings together approximately 6,000 trademarks, focused on the period 1940–1980, to examine how modernist attitudes and imperatives gave birth to corporate identity. 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.