Trademarks of the 40s and 50s

by Eric Baker, Erik Baker, Steven Heller (Introduction)

'Trademarks of the '40s and '50s' is a portfolio of over 450 striking trademarks and logos. Some familiar, all innovative, these designs reflect the tastes and obsessions of growing sophistication in the science of marketing. New industries - television, jet aircraft, and nuclear technology - appear in the trademarks as well. Like the previous volume, 'Trademarks of the '20s and 30s' will appeal to a wide range of readers, from nostalgia buffs and collectors of Americana, to a growing audience of commercial artists and graphic designers who will find creative new ideas in these timeless designs.

156 pages, Paperback

First published June 1, 1988

Reviews

[Gerry · Rating 3 out of 5]

Although this book is American based, there are one or two trademarks within its covers that are recognisable to the British eye. The Hoover Company trademark, distinctive with its stylised H, is one to begin with and the Knoll Associates Inc logo for furniture is familiar. Another is the Amoco logo of the American Oil Co that appears in the UK and that of Pan Am can be seen on our screens.

The 1955 HMH Publishing Company logo is another that is easily recognised as it displays Hugh Hefner's Playboy bunny while the RKO Pictures logo is well known to cinema buffs but I must confess I had never seen, or perhaps I don't remember seeing, the flashy Zorro trademark as a representation of Walt Disney Productions.

My favourite from all those on display in the book (and there are hundreds) s one for the Sassy Dog and Cat Food Company that has a delightfully camp looking pussy cat pointing provocatively, quite different from the more evil looking black panther of the Cat's Paw Rubber Company!

Tyler Blik gives us a fascinating book that traces how trademarks have changed over the decades. While they all have a distinctive way of identifying their respective products, those of the earlier period seem to more meaningfully represent their product rather than those of the later period as the so-called atomic age approaches seem to be less distinctive as to what they are advertising and often need more imagination to interpret them. I am more a fan of those that are more self-explanatory, but I realise that says more about me rather than the design of the trademarks!

Nevertheless, the book presents a great cross section of trademarks of the periods under review.

[Trey Ball · Rating 5 out of 5]

Great selection of trademarks!