from wilhelmwerk, “with rare talent and thoroughness”

Together with the Bauhaus designer Carl Ernst Hinkefuss, Wilhelm Deffke co-founded the Wilhelmwerk advertising studio in Berlin. They were eager to advertise their services and preach the importance of corporate identity—so Deffke started teaching, only couple years after he finished studying himself.

Created with Sketch.

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

Owl signet, 1917.

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
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