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Book Design for Logo Beginnings by vista - D1S1 Design Spotlight

Studio: vista

Client: TASCHEN GmbH

Work: Editorial

Industry: Publishing

Book Design for Logo Beginnings

Vista conceived and designed Logo Beginnings, a large-format TASCHEN monograph by Jens Müller exploring the early history of trademarks and corporate identity. The publication combines rare archival illustrations, historical essays, and case studies of enduring global logos including 3M, NBC, Olivetti, and Shell.

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Tags: Archival, Largeformat, Modernism, Monograph, Semiotics, Trademarks

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Modern Brand Design History: From Olivetti to Instagram
It's Nice That · Jun 17, 2026
The article presents an excerpt from Taschen’s book *The Elements of Brand Design* by Katharina Sussek and Jens Müller of Vista studio. It traces the evolution of modern brand design from early industrial-era symbols to contemporary corporate identities, highlighting milestones from AEG and Olivetti to IBM and Instagram. The piece contextualizes how design has shaped brand recognition and identity across history.
VistaAuge DesignUntitled MacaoAEGOlivettieditorial

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