Synopses & Reviews
Considered the and#147;father of the modern logo,and#8221; the commercial artist and architect Wilhelm Deffke cofounded Germanyand#8217;s first modern advertising agency in 1915. He argued that a companyand#8217;s logo should serve as the foundation of its advertising and by 1950 he had designed more than ten thousand logos. Many of them were notable for their style, which was unusually abstract for the time.
The first book ever published about Deffke, Wilhelm Deffke features five hundred beautifully reproduced images illustrating his achievements in poster and commercial art. These include not only his logos for companies and products but also his designs for exhibitions and trade fairs. Fourteen insightful essays accompany the images, exploring Deffkeand#8217;s significance and situating his work in the context of German, European, and international design.
Published to coincide with an exhibition at the German Poster Museum in Essen, this book invites readers to rediscover an exceptional figure in the history of advertising and graphic design.
Review
andldquo;Scheidegger and Spiess and the Berlin-based Brandouml;han Design Foundation are bringing Deffke some long-deserved recognition. . . . The volume comprises a valuable document championing an old face in the history of branding with new emphasis.andrdquo;
Synopsis
Considered one of the pioneers of modern corporate design and termed and#147;Father of the Modern Logoand#8221; by the US critic Steven Heller, Deffke is indeed known to insiders on an international level. Yet only a fraction of his designs have ever been shown in public.
This richly illustrated comprehensive monograph is the first book ever published about the great German graphic designer, commercial artist, architect, and poster and book designer Wilhelm Deffke. Fourteen essays present the wide-ranging aspects of Deffkeand#8217;s work within the context of the development of design in Europe, and more than 500 images illustrate his pioneering achievements in the field of poster and commercial art, including his over 10,000 company and product logos in particular but also designs for exhibitions and trade fair stands. The book and#150; and an exhibition at Museum Folkwang / German Poster Museum in Essen in fall 2013 and#150; offers the opportunity for the long overdue rediscovery of an exceptional artistic personality.
Synopsis
A comprehensive monograph on the work of the German graphic design pioneer Wilhelm Deffke. Richly illustrated with more than 900 images, most of them previously unpublished
About the Author
Brand#246;han Design Foundation, Berlin was founded in 2005 by design researcher Torsten Brand#246;han.
Table of Contents
Introduction
From the Logo to Digital Communication Design and#8211; Torsten Brand#246;han
From Book to Poster
The Search for a Modern Form of Surface Design and#8211; Wilhelm Deffkeand#8217;s Training in Wuppertal and#8211; Gerda Breuer
Developing Talents and#8211; Wilhelm Deffkeand#8217;s Early Years in Berlin (1909-1914) and#8211; Susanne Engelhard
Deffke and the Werkbund and#8211; Christopher Oestereich
Wilhelm Deffkeand#8217;s Posters and#8211; Renand#233; Grohnert
From Logo to Corporate Design
From Wilhelmwerk (1915-1920) to Internatio (1920-1933) and#8211; The Wilhelm Deffke and Carl Ernst Hinkefuss Advertising Studios and#8211; Roland Jaeger
The Book Handelsmarken und Fabrikzeichen and#8211; Ute Brand#252;ning
Avant Garde vs. Avant Garde and#8211; Questioning Historiography on the Basis of Wilhelm Deffkeand#8217;s Designs for the Wuppertal Coat of Arms and#8211; Julia Meer
Why a Deffke Trademark? and#8211; Deffkeand#8217;s Logos 1934-1950 and#8211; Christoph Janik
From Advertising to Architecture
The Anonymous Creator of a Famous Company Logo Deffkeand#8217;s Signet for the Cigarette Manufacturer Reemtsma and#8211; Roland Jaeger/Peter Nils Dorand#233;n
Deffke and Manoli and#8211; Susanne Engelhard/Christoph Janik
The Total Work of Advertising Rand#252;ckforth and#8211; From Signet to Trade Fair Stand and#8211; Wilhelm Deffke and the Rand#252;ckforth AG 1921-1924 - Susanne Engelhard/Christoph Janik
From Architecture to Teaching
Wilhelm Deffkeand#8217;s Glass Trade Fair Stand for the Tesma Cigarette Factory, Berlin - Susanne Engelhard/Christoph Janik
Wilhelm Deffke as an Architekt and#8211; Karen Lelonek
The Utopian Project M and#8211; Wilhelm Deffke and Magdeburg and#8211; Norbert Eisold
Bibliography and Appendix
Wilhelm Deffke and#8211; Biography and#8211; Christoph Janik
Catalogue of Illustrations
Deffke Client Directory
Deffke Bibliography and#8211; Burkhard Sand#252;lzen
Selected Bibliography
Index
Copyrights and Photo Credits
Authors
Acknowledgements