A TREASURY OF GERMAN TRADE MARKS
VOLUME TWO 1900-1950
Leslie Cabarga

Leslie Cabarga: A TREASURY OF GERMAN TRADE MARKS. VOLUME TWO 1900-1950. NYC: Art Direction Book Club, 1985. First edition. A fine hardcover book in a fine dust jacket with one small chip to spine bottom. SIGNED by author on half-title page. Interior unmarked and very clean. Out-of-print and rather uncommon.

6.25 x 9.25 hardcover book with 300 trademarks printed in one or two spot-colors.

Includes work by Joseph Hoffmann, Laszlo Moholy-Nagy, Ernst Jupp, Lucien Bernhard, Joseph Binder, Karl Schulpig, and many others.

It is a universal human trait to remember images better than names. ³Your face is familiar, but I canıt recall your name~~ is such a common dilemma that it has ceased to offend. Yet our faces bear more resemblance to one another than the majority of our names. This is another way of saying that it is easier for most people to recall things seen than things heard, and that they most readily remember features which are unique, in faces or in good trademarks. For generations in this country trademarks have fulfilled a need for quick identification, from the smallest articles of daily use to the largest industrial complexes. It is because trademarks are important in communication between producer and consumer.

It is because the mass-produced articles of our time reach such great numbers of people that the responsibility for good design in trademarks, as in manufacture, is greater than ever. Every manufactured article, permanent or transitory, and the mark of its origin can improve or debase public taste. It represents the manufacturer for good or ill; it can speak for graceless commercialism or for integrity and quality.

To produce this kind of a trademark, one that does not need a generation of repetition and millions of dollars in advertising to make the public conscious of it, requires the practiced hand of a skillful designer.

out of stock