Countless global brands, such as Rolex, BMW, Louis Vuitton, and the New York Yankees, still use logos designed more than 100 years ago. In the second half of the 19th century, the trademark replaced traditional symbols like the family crest as a promotional and identifying symbol for companies. Initially, designs were often still figurative. Only gradually did they evolve into the abstract signals that have now become permanent features of our daily lives.

The author Jens Müller, described as the "logo detective" by Wired, examined historical trademark registries, international corporate records, and early design publications to discover over 6,000 logos from 1870 to 1940. This unparalleled collection traces the development of modern trademarks and sheds light on forgotten designs and early versions of famous logos.

The catalog is divided into four design categories: Figurative, Form, Effect, and Typographic. Each chapter is systematically subdivided according to key design elements, such as circle, line, overlap, and contour, thus offering a new perspective on design principles that are still relevant today. Along with an extensive pictorial section, the book includes an introduction by Jens Müller on the history of the trademark, as well as a reproduction of the first comprehensive examination of modern corporate logos: the influential illustrated essay “Wahrzeichen—Warenzeichen” (Symbols—trademarks) by F.H. Ehmcke (1878–1965) from 1921.

Also included are ten case studies of famous trademarks, such as those of 3M, NBC, Shell, and Olivetti, as well as a plethora of rare images illustrating the diverse and steady developments in international logo design and the birth of corporate identity. "Logo Beginnings" is not only a fundamental and inspiring guide to graphic design but also an excellent read for anyone interested in social, cultural, and corporate history and the fascinating impact of trademarks.