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.

A drawing of a kiosk with Reemtsma logo. Illustration for Reemtsma
A letter B with a wing. A signet

Kiosk illustration for Reemtsma, Erfurt, 1920–21.

Work for Hansa und Brandenburgische.

Logo for Hansa und Brandenburgische. A red bird's head turned sideways with letters H and B

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

Logo for Altona A.D. Elbe.

reductionism

Some of the classic Deffke’s logos, such as J.A. Henckels’ zwilling (“twins”), are still in use. Their aesthetic vitality is driven by how the designer was working: he always picked a basic geometric shape or a primitive symbol and refined its proportions to shed weight off of a mark and get rid of all unnecessities.

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