Logo Modernism

Modernist aesthetics in architecture, art, and product design are familiar to many. In soaring glass structures or minimalist canvases, we recognize a time of vast technological advance which affirmed the power of human beings to reshape their environment and to break, radically, from the conventions or constraints of the past. Less well-known, but no less fascinating, is the distillation of modernism in graphic design.

This unprecedented TASCHEN publication, authored by Jens Muller, brings together approximately 6,000 trademarks, focused on the period 1940–1980, to examine how modernist attitudes and imperatives gave birth to corporate identity.