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
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.
Logo for J.A. Henckels.
Logo for Argus.
Redesign of the Dreiring, trademark for the cast steel works, Friedrich Krupp AG, 1917.
Redesign of the logo for Siemens & Halske AG, 1917.
Frisch Fromm Froh Frel.
Redesign of Peter Behrens' original 1908 AEG logo, 1917.
it is not sufficient to use trademarks once in a while to designate certain products. they must be used systematically and frequently. —wilhelm deffke
