most modern marks are lacking in artistic merit and significance. their shapes are average and bland, ugly and utilitarian. their designers misunderstand their purpose, leading to a kind of useless playfulness. —wilhelm deffke

Black owl on a white background. A signet

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.

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