From the late 19th century onward, traditional emblems that served as identifying marks for companies, such as coats of arms, were gradually replaced by trademarks. These so-called logos were initially more representational, but over time they evolved into the abstract symbols we see everywhere today. Nevertheless, many well-known brands like Rolex, BMW, Louis Vuitton, and the New York Yankees still use trademarks designed 100 years ago.

This anthology compiles the two previous volumes of Logo Beginnings. and Logo Modernism together. Design expert Jens Müller (from the magazine) Wired (referred to as the “logo detective”) has scoured historical brand archives and design publications to track down thousands of logos dating back to 1870, including many forgotten designs and early versions of today’s brand identifiers.

For the sake of clarity and easier reference, the sections “Beginnings” and “Modernism” are divided into categories (e.g. image, form, effect and typography), which in turn are subdivided into basic design elements such as circle, line, alphabet, overlay, dots and squares.

For contextual understanding, the book includes, in addition to the author's essay on the history of the brand, a contribution by R. Roger Remington on modernism in graphic design, as well as portraits of eight pioneering designers, including Paul Rand, Yusaku Kamekura and Anton Stankowski.

From media companies and retail giants to airlines and art galleries, this book covers a wide range of businesses and brands and is an invaluable resource for graphic designers, advertisers, and branding experts. Fans of cultural and corporate history, as well as anyone fascinated by the power of images and forms, will also be captivated.