An unprecedented catalog of approximately 6,000 modern trademarks from 1940 - 1980 The distillation of modernism in graphic design, organized into three chapters: Geometric, Effect, and Typographic Featuring designer profiles of Paul Rand, Yusaku Kamekura, Anton Stankowski, and case studies on Fiat, The Daiei Inc., and the Mexico Olympic Games of 1968 An unrivaled resource for graphic designers, advertisers, and branding specialists 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 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.Hardcover, 24.6 x 37.2 cm, 3.58 kg, 432 pages. Multilingual edition (English, French, German).
