American Trademarks and Logotypes

Hardcover: 256 pages
Publisher: Seibundoshinkosha
Language: Japanese / English
ISBN-10: 441678743X
ISBN-13: 978-4416787434
Product Dimensions: 29.4 x 22.6 x 1.2 cm
Release Date: 1977

Art Editor: Takenobu Igarashi
Layout: Takenobu Igarashi Design
Cover Design: Carol Feiler + Takenobu Igarashi

Trademarks in the corporate image by Yusuke Yamamoto
Design for Crown Zellerbach “Phase One” by Robert Miles Runyan
Trademarks in the Sun: The decorative function by Barrett and Gaby

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POSTSCRIPT BY THE EDITOR

Many American corporations have evolved by wisely responding to the
social changes. Likewise, the American corporate symbols, marks and
logotypes have underwent many reforms to keep abreast with the progressive corporations.

This Idea extra issue is designed to present a general view of the relatively new, excellent American symbols, marks and logotypes. Some topnotch designers such as Tom Carnase and Ivan Chermayeff are not included in this book. Nevertheless. I believe this extra issue covers a full range of the contemporary American trademarks and logotypes. I am certain it will give the readers a clear-cut idea of the current trends of the US. corporate symbols and marks.

On the other hand, I regret that this issue does not contain each designer’s description of the creative process. However. the two articles – Design for
Crown Zellerbach “Phase I” by Robert M. Runyan and “Trademarks in
the Sun: The Decorative Function” by Jordan Barrett and Murray Gaby-
will offer a glimpse into the American designer’s creative processes.

When I review the current state of the Japanese corporate marks and
logotypes, I notice that many of them are very similar to, even more
stylish in some cases than, the American counterparts. In actual application, however, many of the Japanese marks and logotypes seem to be problematic. In this sense, the works by excellent American designers may furnish the Japanese designers with much revealing information. But I doubt the propriety of simply applying the American style to Japanese corporations because the Japanese corporate climate is rather different from that of the United States.

Art direction for this Idea special issue was done by Mr. Takenobu
Igarashi and his staff. Although a little behind the scheduled time -this issue was initially scheduled to be published by the end of 1976, this extra
issue demonstrates a ]e editorial arrangement of so many materials. I
hope the readers will get the most out of this book.

Last but not least, I wish to express my heart-felt thanks to many American designers who willingly participated in this Idea extra issue.

Yoshihisa Ishihara
Editor-in-chief, Idea Magazine
December. 1976

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