Seven Designers Look at Trademark Design

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Egbert Jacobson

Paul Theobald, Chicago, 1952, English

Nonfiction, Graphic Design

8.75 x 11 inches, hardcover with screen-printed and embossed cloth-covered boards, 172 pages, 400 color illustrations

From Modernism 101.

Contents:

Bernard Rudofsky: Introduction
Herbert Bayer: On Trademarks
Alvin Lustig: Formal Values in Trademark Design
Paul Rand: The Trademarks as an Illustrative Device
Will Burtin: Trademarks / Tradenames
H. Creston Doner: The Trademark in Product Identification
Egbert Jacobson: The Trademark Applied
On Stationery
On Products
In Packaging
In Advertising
In Architecture
In Book Publishing
From Jacobson's introduction: “Herbert Bayer then offers a brief classification of the various trademark types. Alvin Lustig discusses the development of their ideas and forms. Paul Rand shows how they may be given new emphasis and variety. Will Burtin stresses their traditional and developing application. In a single case history, H. Creston Doner demonstrates the need for periodic re-evaluation.”

The book is a veritable encyclopedia of the modern movement—in addition to the seven designers mentioned above, this volume includes work by the following designers, photographers and artists: George Nelson (including designs for Schiffer Prints, Herman Miller and Howard Miller), Raymond Loewy, Ad Reinhardt, Louis Danziger, Ernst Reichl, Henry Dreyfuss, Gustav Jensen, Morton Goldsholl, A. M. Cassandre, Ladislav Sutnar, Ray Komai, William Golden, Herbert Matter (for Knoll International), Alexander Girard, Lucien Bernhard, W. A. Dwiggins, Rockwell Kent, George Salter, Boris Artzybasheff, Julius Shulman, Ferenc Berko and many others.

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