Rare & Beautiful: The Man Who Designed 500 Logos

Anne Quito: Why do you think this book is overlooked?
Randall Ross: Trademark collections occupy the shadow areas between Technical, Vocational, and Artisan publishing. As such, many of these volumes are perceived as little more than textbooks. But a closer look often reveals a hidden gem.

The cover of the 1930 book, Trade-Marks Designed by Clarence P. Hornung (left). A selection of logos designed by Hornung including Vanguard Press at the upper left (right). © Modernism 101; Letterology

The Books

Handbook of Early Advertising Art Clarence Hornung

Mid-Century Ads: Advertising from the Mad Men Era Steven Heller
Jim Heimann

AQ: What makes this copy particularly special to you?
RR: Trade-Marks Designed By Clarence P. Hornung was published by the Caxton Press in 1930. If the elaborate gilt-stamping on the spine gets your interest long enough to pull this title off the shelf you will be immensely rewarded, starting with the revelation of a tipped-in decorative medallion on the line-ruled and embossed cloth front panel.

The colophon stated that 750 copies were printed in December 1930, with 650 copies for sale; each volume was hand-signed and numbered by Hornung. The American Institute of Graphic Arts selected this title as one of their 50 Books of the Year in 1932.

AQ: For such a prolific logo designer we seem to have forgotten about Clarence Hornung. Why do you think that is?
RR: Hornung studied at City College and Columbia University and proved himself a prolific designer and author, but little else is known about his background. If he had studied at the Bauhaus, worked in the Behrens atelier or embraced the European modernism that came into vogue in the early 1930s, I believe the case would be different.

Randall Ross is the owner of Modernism 101, a Louisiana-based bookseller specializing in rare and out-of-print design books and periodicals. Their inventory spotlights famous and forgotten architects, photographers, typographers, and industrial designers.