Marques of the Machine: Early American Auto Trademarks in New Book
PRINT Magazine's The Daily Heller column features a review of 'Marques of the Machine' by Kurt R. Hohl, with photographs by Michael Furman, a book that compiles early American automobile company trademarks. The author, Steven Heller, reflects on how his childhood experiences identifying car logos, such as those on a 1958 Buick, shaped his design sensibility. The book showcases a variety of marques from the early 20th century, many from defunct companies, while some like Cadillac, Chevrolet, and Ford have endured. Heller notes the historical significance of these marques as artifacts of industrial and capitalist revolutions, representing a missing link in graphic and logo design evolution. The review raises questions about the design rationale behind iconic logos, such as Chevrolet's bowtie and Ford's script in a blue oval. The book is presented as a treasure chest of design history, with each page offering a different artifact.
Key facts
- The book 'Marques of the Machine' is by Kurt R. Hohl, with photographs by Michael Furman.
- The book compiles early American automobile company trademarks.
- The review is part of PRINT Magazine's The Daily Heller column.
- The author, Steven Heller, credits his childhood car logo spotting for his design critique skills.
- Heller's father owned a 1958 two-tone Buick with a triple-shield marque.
- Most marques in the book are from failed motor works, but some like Cadillac, Chevrolet, and Ford have survived.
- The review questions the design rationale behind logos like Chevrolet's bowtie and Ford's script in a blue oval.
- Heller describes marques as artifacts of industrial and capitalist revolutions and a missing link in graphic design evolution.
Entities
Artists
- Kurt R. Hohl
- Michael Furman
- Steven Heller
Institutions
- PRINT Magazine