American Trademark Designs

Front Cover
Dover Publications, 1976 - Business & Economics - 160 pages
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This collection of 732 American trademarks and symbols is widely representative of major past and current trends in American trademark design. The marks are arranged in categories that include entertainment, education, real estate, insurance, food and beverage, retailing, transportation, utilities, heavy industry, and others, and are chosen from local and internationally known examples.
Reprinted in black-and-white, the marks appear here in their standard form on signs, letterheads, book bindings, T-shirts, sugar bags, household appliances, bank checks, drinking cups, coasters, screened commercials and printed ads, ashtrays, clothing labels, shopping bags, awnings, and so on. For several current trademarks, earlier versions are also illustrated and dated, tracing trademark genealogies of possible interest both as history and design. Captions identify the trademarks, giving year of design, and, when known, the name of the designer. The editor in her introduction describes the development of American trademarks from Ralston Purina's homespun "checkerboard square" to the Cities Service corporate "triangle." Notes on the specialized uses and requirements of various kinds of marks introduce each section.
This is a remarkable sourcebook for graphic artists, students, and commercial designers. Social psychologists, market researchers, and others interested in group behavior may find it the starting point of ideas and experiments. This book also has a curious fascination as browsing, illustrating at a glance how familiar, memorable, and widespread trademarks seem to be. Original Dover (1976) publication.

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About the author (1976)

Barbara Baer has degrees from Stanford University and studied at the New School. She taught British classics to Indian students in Madras, and American literature--without any books--to Russians and Uzbeks in Tashkent, Uzbekistan, formerly U.S.S.R. in the late 1960s. She lived in Vienna, London and returned to Berkeley where she began writing journalism for the iconic Berkeley Barb. Her prize-winning fiction and essays have appeared in several collections, including The Nation: 1865/1990. Her own Floreant Press, begun in 1995, most recently published internationally acclaimed Pomegranate Roads: A Soviet Botanist's Exile from Eden by Dr. Gregory Levin. Barbara lives in northern California with her husband, Michael, and has become an amateur pomegranate horticulturalist.

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