LOGO Beginnings

　　數不盡的全球品牌，包含勞力士(Rolex)、BMW、路易威登(Louis Vuitton)與紐約洋基隊(New York Yankees)，依舊使用百年前的設計商標。但從來沒有一本專書去討論這些商標背後的原始設計。尤其在1950年過後，商標開始取代傳統的符號，像是家族紋樣，開始成為某公司的企業標章。剛開始，設計上還是偏向具象的，逐步開始走向抽象與會意的形式，直到今日成為當代不可或缺的設計風潮。
 
　　作者Jens Müller作為一名專業的平面設計師，被Wired雜誌形容為商標偵探(LOGO detective)，在第二本專書中，檢視無數的歷史檔案資料，從商標登記到跨國公司檔案，還有早期的出版品，發掘超過6,000種企業商標，時間從1870年到1940年，近七十年間的商標，為讀者分析商標演變的歷史。
 
　　專書簡易分成四大設計主題：成象、組成、影響與字型。每個章節均細分為基礎設計，諸如線條，圓圈，交疊與輪廓。提供讀者全新的視角，解構複雜的商標，討論設計原則，時至今日仍影響甚大。
 
　　除了豐富的圖片介紹，本書還介紹現代平面設計先驅：艾姆克(F.H. Ehmcke)談論符號到商標的隨筆。還有多達十個跨國企業的商標故事，像是3M，NBC，殼牌石油(Shell)與義大利資訊科技商(Olivetti)，橫跨多個時代與不同地方，網羅眾多難得一見的商標，一睹國際大牌的前世今生。本書不僅有豐富的平面設計知識，也是絕佳的社會與文化、還有公司歷史的入門指南。也是對作者第一本書《Logo Modernism》的延伸補充，讓商標故事帶你理解LOGO背後的祕密。

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: Pictorial, Form, Effect, and Typographic. 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.