Taschen Publishes 'The Elements of Brand Design' by Sussek and Müller
Taschen has released 'The Elements of Brand Design', a book by Katharina Sussek and Jens Müller tracing the history of modern branding from prehistoric signatures to AI-driven identities. The authors, founders of Düsseldorf-based design studio Vista, examine over a hundred brands, including AEG, Olivetti, IBM, and Instagram. Key milestones include Peter Behrens' 1907 corporate identity for AEG, Edward Johnston's London Underground typography, and Paul Rand's IBM logo. The book argues that AI challenges but does not replace the need for conceptual individuality and artistic originality in brand design.
Key facts
- Book published by Taschen in 2026.
- Authors: Katharina Sussek and Jens Müller, founders of Vista studio.
- Covers history from prehistoric handprints to AI-era branding.
- Highlights Peter Behrens' 1907 AEG corporate identity.
- Features Edward Johnston's London Underground typography.
- Discusses Olivetti's expansive design approach under Adriano Olivetti.
- IBM's holistic identity by Eliot Noyes and Paul Rand.
- Includes case studies of over 100 brands.
- Argues AI increases importance of designer creativity.
Entities
Artists
- Katharina Sussek
- Jens Müller
- Peter Behrens
- Ludwig Mies van der Rohe
- Walter Gropius
- Le Corbusier
- Edward Johnston
- Adriano Olivetti
- Eliot Noyes
- Charles Eames
- Ray Eames
- Eero Saarinen
- Paul Rand
- FHK Henrion
- Alan Parkin
Institutions
- Taschen
- Vista
- AEG
- London Underground
- Olivetti
- IBM
- NASA
- University of Applied Sciences Düsseldorf
- Dortmund University of Applied Sciences and Arts
- Eames Institute
- Braun
- Leibniz
- 2×4
- Rose Pilkington Studio
- Dino Burger
- Untitled Macao
- Studio Daniel Wiesmann
- Ludwigsburg Festival
- Benoit Bonnemaison-Fitte
- Adèle Bonnemaison-Fitte
- Coca-Cola
- Persil
Locations
- Düsseldorf
- Germany
- Berlin
- London
- United Kingdom
- Washington D.C.
- USA
- Hanover
- Macao
- China
- Menlo Park
- California
- Petaluma
- Ludwigsburg
- Netherlands
- United States
- Japan
- Europe