In the mid-19th century, the newly named logo was still known as a trademark or brand.
As far back as the early 17th century, artists and craftsman were already marking their products with stamps or seals to represent their ownership.
It was only in the mid-1800s that logos began to take shape. A logo is a graphic mark, emblem, symbol or stylized name used to identify a company, organization, product, or brand. It may take the form of an abstract or figurative design, or it may present as a stylized version of the company’s name if it has sufficient brand recognition.
The word “logo” is an abbreviation of logotype (Greek: λόγος logos ‘word’ + τύπος typos ‘imprint’). The study of logos is called logology.
Logo design is an important area of graphic design, and one of the most difficult to perfect. The logo (ideogram) is the image embodying an organization. Because logos are meant to represent companies’ brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
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Brand new: An unprecedented catalog of modern trademarks 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 thedistillation of modernism in graphic design. With the creation of clean visual concepts, 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 byJens Muller, brings together approximately 6,000 trademarks, focused on the period 1940 1980, to examine howmodernist 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.Alongside the comprehensive catalog, the book features an introduction fromJens Mulleron the history of logos, and an essay byR. Roger Remingtonon 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 asPaul Rand, Yusaku Kamekura, andAnton Stankowski, and at such significant projects asFiat, The Daiei, Inc., and theMexico Olympic Games of 1968. An unrivaled resource for graphic designers, advertisers, and branding specialists, Logo Modernismis equally fascinating to anyone interested in social, cultural, and corporate history, and in the sheer persuasive power of image and form. Text in English, French, and German ”