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Monolithic corporate identities did not emerge overnight. The period between the late 19th century and the mid-20th century represents a critical transition from ornate, illustrative trademarks to the streamlined, minimalist symbols we recognize today. Jens Müller’s research documents this shift across four structural eras: the Industrial Revolution, Art Nouveau, Expressionism, and early Modernism.
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Understanding the "beginnings" is crucial for any creative professional. This book illustrates how logos survived world wars, economic depressions, and technological shifts. By studying these early marks, designers learn about "visual endurance"—the ability of a symbol to remain relevant for over a century. A Resource for Brand Strategy
The "story" of how logos began can be traced through several key phases: : Joining design communities, either online or in-person,
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