TM: The Untold Stories Behind 29 Classic Logos

by Mark Sinclair

TM offers graphic designers and those interested in the history of design and branding a uniquely detailed look at a select group of the very best visual identities.

The book takes 29 internationally recognized logos and explains their development, design, usage, and purpose. Based upon interviews with the designers responsible for these totems, and encompassing the marks from a range of corporate, artistic, and cultural institutions from across the globe, TM reveals the stories behind such icons as the Coca-Cola logotype, the Penguin Books' colophon, and the Michelin Man.

Based upon comprehensive research, authoritatively written and including a wealth of archival images, TM is an opportunity to discover how designers are able to squeeze entire identities into 29 simple logos.

Genres: Design, Nonfiction

224 pages, Hardcover

First published September 8, 2014

Reviews

[Simon Howard · Rating 3 out of 5]

This is a large format hardback describing the stories behind the development of 29 famous logos. Some of these stories are reasonably well know, whereas others were new to me. There's a bit of a British skew in the logos discussed, including British Rail, British Steel, Tate, V&A, the National Theatre and London Underground - but I found that interesting as it meant the logos were largely familiar to me.

The format of the book means that the discussion of each logo is necessarily brief, but nonetheless enlightening.

[Jane Barber · Rating 5 out of 5]

Design. Another book for design nerds – could be good reading for marketing/branding folks too. Discussion of how logos came to be: initial design sketches and ideas shared, modifications (or not) how they came to be the way they are today.

[Anthelonious · Rating 3 out of 5]

From a visual standpoint, it's a fun read and makes an excellent large format book. The backstories themselves were not always as in-depth as I'd like. They sometimes felt like "stories I read somewhere" versus researched histories. I still recommend it because most of it was completely new information to me, and seeing the visual evolution of some iconic logos is fascinating.

[Em · Rating 4 out of 5]

Really interesting, with a good variety of logos.