Logo Modernism is a book about modernist aesthetics in architecture, art and product design, familiar to many people with a penchant for creativity.
In lofty glass structures or minimalist canvases we recognise an era of technological progress that affirmed the power of man to shape the environment, breaking radically with the conventions and constraints of the past.
Less well known but no less fascinating is the distillation of Modernism into logo design. By creating visual concepts with clean lines, graphic designers aspired to move away from the mystique they identified with commercial art and balance an increasingly complex world with clarity of line.
This publication brings together some 6000 registered trademarks, concentrated in the period 1940-1980, to examine how modernist attitudes and imperatives gave rise to corporate identity. Ranging from publishing groups to retail giants, from airlines to art galleries, this extensive review of logos is organised into three chapters according to design type: ‘Geometric’, ‘Effect’ and ‘Typographic’.