Jens Müller

Branding is a kind of alchemy, conjured from form, color, typography, imagery, sound, and motion. How do these elements work their magic on the way we perceive companies and products? From Netflix and Instagram to Nike and Deutsche Bank, this volume deconstructs the design DNA of recognizable brands from all over the world. From the late 19th century, symbols and names were used to identify different products. Soon after, corporate colors arrived, then custom typefaces, and 'house styles' for brochures, posters, and packaging. Roll on a century, the digital revolution has brought about a whole new raft of media, brand touchpoints and consumer experiences. Today's designers and brand managers must keep interrogating the established principles to navigate these new playing fields. The work collected here proves that great brand creation and redesign are always rooted in conceptual individuality and visual originality. Jens Müller and Katharina Sussek have structured more than 100 case studies in 17 chapters, each exploring a core element of brand identity, and conducted lengthy interviews with two design giants: Pentagram's Paula Scher and Michael Bierut, the creative minds behind some of the world's most famous brands. From logo origination to creating pictogram systems, from the use of sound or moving images to generative AI, the volume delves deeper into the multifaceted work of creative studios and in-house design departments, at companies and institutions worldwide. Making for a completely riveting read and today's most comprehensive book on contemporary branding.

A 100-year history of the origins and evolution of the trademark By the late 19th century, trademarks began to replace traditional emblems, like coats of arms, as identifying symbols for companies. At first, logos tended to be figurative, but over time they morphed into the abstract marks that we see everywhere today. Yet many iconic brands—like Rolex, BMW, Louis Vuitton, and the New York Yankees—still use logos designed 100 years ago. Bringing together two previous volumes—Logo Beginnings and Logo Modernism—into one compendium, design expert Jens Müller (dubbed “the logo detective” by Wired magazine) has trawled historical trademark archives and design publications to unearth 1000s of logos from as far back as 1870, including many forgotten designs and early versions of today’s brand identifiers. For clarity and ease of reference, both the Beginnings and Modernism sections are divided into categories (like Pictorial, Form, Effect, and Typographic) with each category further subdivided by basic design elements, like circle, line, alphabet, overlay, dots and squares. For context, in addition to the author’s essay on the history of the trademark, R. Roger Remington writes on modernism in graphic design, plus there are profiles of eight seminal designers—including Paul Rand, Yusaku Kamekura, and Anton Stankowski. Covering everything from media outfits to retail giants, airlines to art galleries, this is an invaluable resource for graphic designers, advertisers, and branding experts. It will also delight fans of cultural and corporate history, and anyone fascinated by the persuasive power of image and form.

A vivid history of 150 years of graphic design Through the turbulent events of the last century-and-a-half, graphic design—with its vivid, neat synthesis of image and idea—has distilled the spirit of each age. It surrounds us every minute of the day, from minimalist packaging to colorful adverts, environmental graphics to sleek interfaces: graphic design is as much about reflecting society’s aspirations and values as it is about transmitting information. Now published as part of our popular Basic Art series, this vibrant compendium lays out the evolution of graphic design from its inception in the 1890s up until the present day. Using his sweeping knowledge of the field, author Jens Müller has curated hundreds of examples from across the globe, arranged by decade. Each chapter also includes thumbnails of significant movements and influential publications, plus concise biographies of design masterminds like Massimo Vignelli (New York subway wayfinding), Otl Aicher (Lufthansa identity), Paula Scher (Citibank identity), Milton Glaser (I Love New York), Louise Fili (packaging), and Stefan Sagmeister (handwritten posters). This succinct but authoritative collection reflects on the development of a creative field that is constantly changing and challenging itself. The design classics Müller has curated act as coordinates, helping to trace the incontrovertible influence of graphic design on our daily lives. It’s both a handy primer and an informed exploration of how graphic design shapes our choices, from the products we buy and the media we consume, to how we behave and think of ourselves.

Through the turbulent passage of time, graphic design?with its vivid, neat synthesis of image and idea?has distilled the spirit of each age. Surrounding us every minute of every day, from minimalist packaging to colorful adverts, smart environmental graphics to sleek interfaces: graphic design is as much about transmitting information as it is about reflecting society’s cultural aspirations and values. With his sweeping knowledge of the field, author Jens Müller curates the standout designs for each year, a running sequence of design milestones. This collection of important graphic works represents a long-overdue reflection on the development of a creative field constantly changing and challenging itself. These key pieces act as coordinates through contemporary history, helping us trace the sheer influence of graphic design on our daily lives. About the series TASCHEN is 40! Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible publishing, helping bookworms around the world curate their own library of art, anthropology, and aphrodisia at an unbeatable price. Today we celebrate 40 years of incredible books by staying true to our company credo. The 40 series presents new editions of some of the stars of our program?now more compact, friendly in price, and still realized with the same commitment to impeccable production.

Countless global brands, including Rolex, BMW, Louis Vuitton, and the New York Yankees, still use logos that were designed over 100 years ago. Yet there has never been a monograph devoted to the origins of logo design. In the second half of the 19th century, the trademark replaced traditional symbols such as the family coat of arms as a promotional and identifying symbol for companies. At first, the designs were often still figurative; only gradually did they develop into the abstract marks that have become fixtures in everyday life today. Author Jens Müller, described as the “logo detective” by Wired magazine, examined historical trademark registers, international corporate archives, and early design publications to unearth more than 6,000 logos from 1870 to 1940. This unparalleled collection traces the development of modern trademarks and sheds light on forgotten designs and early versions of famous logos. The catalog is divided into four design categories: “Figurative,” “Form,” “Effect,” and “Typographical.” Each chapter is then systematically subdivided according to basic elements of design such as circle, line, overlap, and outline, thus offering a new perspective on design principles that are still relevant today. Along with an extensive picture section, the book comprises an introduction by Jens Müller on the history of the trademark as well as a reproduction of the first comprehensive examination of modern corporate logos: the influential design pioneer F.H. Ehmcke’s (1878–1965) illustrated essay “Wahrzeichen?Warenzeichen” (Symbols?trademarks) from 1921. Also included are ten case studies of famous trademarks, including those of 3M, NBC, Shell, and Olivetti, and numerous rare images illustrating the?at times varied, at times consistent?developments in international logo design and the birth of the corporate identity. Logo Beginnings is not only a fundamental and inspiring graphic design manual but also an excellent read for anyone interested in social, cultural, and corporate history and the fascinating impact of trademarks. It is also the perfect complement to the TASCHEN classic Logo Modernism.

Trace the evolution of machines in this visual survey of the Information Age, from analog to digital, mainframes to mobile phones. Jens Muller's exploration features photographs, advertisements, and concept drawings of inventions that ushered in the digital era, revealing how creations like the pager, the internet, and the computer, irreversibly transformed our world.

Through the turbulent passage of time, graphic design-with its vivid, neat synthesis of image and idea-has distilled the spirit of each age. Surrounding us every minute of every day, from minimalist packaging to colorful adverts, smart environmental graphics to sleek interfaces: graphic design is as much about transmitting information as it is about reflecting society's cultural aspirations and values.This second volume rounds off the most comprehensive exploration of graphic design to date, spanning from the 1960s until today. About 3,500 seminal designs from across the globe guide us in this visual map through contemporary history, from the establishment of the International Style to the rise of the groundbreaking digital age. Around 80 key pieces go under the microscope in detailed analyses besides 118 biographies of the era's most important designers, including Massimo Vignelli (New York subway wayfinding system), Otl Aicher (Lufthansa identity), Paula Scher (Citibank brand identity), Neville Brody (The Face magazine), Kashiwa Sato (Uniqlo brand identity), and Stefan Sagmeister (handwriting posters).With his sweeping knowledge of the field, author Jens Muller curates the standout designs for each year alongside a running sequence of design milestones. Organized chronologically, each decade is prefaced by a succinct overview as well as a stunning visual timeline, offering a vivid display of the variety of graphic production in each decade as well as the global landscape which it at once described and defined.This collection of important graphic works represents a long-overdue reflection on the development of a creative field constantly changing and challenging itself. These key pieces act as coordinates through contemporary history, helping us trace the sheer influence of graphic design on our daily lives.

A Visual History of Graphic Design - A comprehensive look at hundreds of landmark projects, industry leaders profiles, and illustrated timelines for each decade. History is a complex business. Fortunes boom and bust, empires wax and wane, and change-whether social, political, or technological-has its winners, its losers, its advocates, and its enemies. Through all the turbulent passage of time, graphic design-with its vivid, neat synthesis of image and idea-has distilled the spirit of each age. This book offers a comprehensive history of graphic design from the end of the 19th century to the remains of World War II. It traces the evolution of this creative field from its beginning as poster design to its further development into advertising, corporate identity, packaging, and editorial design. Organized chronologically, the volume features over 2,500 seminal designs from all over the world, 71 of which are profiled in detail besides 61 leaders in the field, including Alphonse Mucha (chocolate advertisements), Edward Johnston (London Underground logo and typeface), El Lissitzky (constructivist graphics), Herbert Matter (photomontage travel posters from Switzerland), Saul Bass (animated opening titles), and A. M. Cassandre (art deco posters). With his sweeping knowledge of the field, author Jens Muller curates the standout designs for each year alongside a running sequence of design milestones. Meanwhile, in his introductory essay, David Jury situates graphic design from its point of origin in early printing, engraving, and lithography to striking creative developments in the 19th century. Each consecutive decade is then prefaced by a succinct overview as well as a stunning visual timeline, offering a vivid display of the variety of graphic production in each decade as well as the global landscape which it at once described and defined. As we move on from and reflect upon the 20th century, this staggering collection represents the foundations of what would influence some of the fastest changing creative fields, and a long-overdue recognition of the enormous contribution graphic design has made to economics, politics, social causes, arts, media, and the way we see the world. A second volume in preparation will cover the period from 1960 to today.

Modernist aesthetics in architecture, art and product design are familiar to many of the creatively inclined. 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 logo design. With the creation of clean visual concepts, graphic designers sought to move away from the mystique they identified with the commercial artist, and to counterbalance an increasingly complicated world with clarity. 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. Ranging from media outfits to retail giants, airlines to art galleries, this sweeping survey of the logo 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. Alongside this comprehensive catalog resource, the book features an introduction from Jens Muller on the history of logos, and an essay by R. Roger Remington on Modernism and Graphic Design. Eight designer profiles and eight instructive case studies are also included, with a detailed look at the life and work of such luminaries as Paul Rand, Yusaku Kamekura, and Anton Stankowski, and at such significant projects as Fiat, The Daiei, Inc., and the Mexico Olympic Games of 1968. An unrivalled, encylopedic resource for graphic designers, advertisers, and branding specialists, Logo Modernism is equally fascinating to anyone interested in social, cultural and corporate history, and in the sheer persuasive power of image and form.