Long before America was branded, we were marked--with characters and symbols, shapes and hand-lettered type. Throughout the twentieth century businesses large and small sought to establish their identities with graphics that were appetizing, accessible, and above all else, unforgettable. Design veterans Eric Baker and Tyler Blik have assembled here over 1,500 known and lesser-known trademarks from the 1920s onward, including contemporary marks and comments by today's design luminaries. This definitive collection is perfect for research, inspiration, and purevisual enjoyment.

This comprehensive selection of marks, organized thematically in categories that address both subject and form, offers designers and fans of Americana the opportunity to visit graphic treatments of days gone by. From Hallmark to KISS and everything in between, the logos included here will surprise and inspire. Texts by leading identity designers today, along with examples of contemporary marks they have designed, provide insight into the thought process of creating a memorable trademark and reveal the importance of knowing the past in order to visualize the future.

INTRODUCTION

FROM THE EDITORS

ANIMALS

TRANSPORTATION

FACES AND FIGURES

CIRCLES AND SHAPES

SCIENCE AND INDUSTRY

WORLD IMPORTS

EATING AND ENTERTAINMENT

TYPOGRAPHY

CORPORATE AMERICA