the consequences of a bad logo

Wilhelm Deffke was one of the first designers who publicly reflected on the consequences of a bad logotype and its ability to harm a company’s reputation. He went as far as discussing proprietary rights and legal protection of a logo, subjects that became a part of the mainstream design rhetoric only much later.

trademarks deserve our attention as a means of improving the public taste, and because of their extraordinary economic significance, their value is in the millions. —wilhelm deffke

Logo for Altona A.D. A crossover between a human face and a caterpillar
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