Early modernism: Swiss & Austrian trademarks 1920-1950
Taking a cue from Gustav Klimt and his artistic movement, the graphic designers of Austria and Switzerland in the '20s, '30s, and 40's forged a new aesthetic to replace the fussy, old-fashioned Art Nouveau style popular at the turn of the century. What evolved was a dramatic, streamlined Modern style that achieved its full bloom in these two countries, then went on to influence the world. John Mendenhall has gathered more than 600 Swiss and Austrian trademarks from this period that are as striking today as when they were first created. From the carefree exuberance of the '20s to the industrial ethic of the '30s and '40s, these trademarks reflect the moods and successes of European society and commerce, and offer a refreshing glimpse back to a classic design era. Early Modernism is a source of inspiration for designers, commercial artists, and anyone with an eye for style.
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