Gildenzeichen (F.H. Ehmcke and others)

This book contains 293 graphic trade symbols produced by the Klingspor Type Foundry, the finest source of typographical design in Europe during the early twentieth century. With the cooperation of such artists as F.H. Ehmcke (who designed most of the symbols in this book) this firm helped revitalize the entire field of graphic design. These prototypes of modern logo-designs were used by various tradespeople and craftsmen as visual identifications of their services on trade cards, ads, envelopes, bills, menus and other business forms. Nearly every trade you can imagine is covered: agriculture, baking, medicine, locksmithing, poetry, art, sailing, fishing, gravestones, commerce, pharmacy, restaurants, weaving, nursing and scores more. Since many symbols contain diversified design elements, such as sheaves of wheat, scissors, musical instruments, globes, masks, birds, insects, flowers and human figures, they need not be limited only to any certain trade. They’re open to interpretation and yet crystal clear—as long as you’re familiar with turn of the century trades. Ehmcke also does us a solid by giving loads of examples of these things in use as he mocked them up as ads, trade cards, programs, and letterheads—all with Klingspor’s family of types from the era. A pretty remarkable thing.