Spring 2025
The first brand mag?
The chance discovery of a set of bound volumes revealed a treasure trove of trade marks. By Andy Altmann
For more than three decades I co-ran the design studio Why Not Associates, and during that time we were fortunate enough to attract a wide range of interesting clients and varied projects from around the world. Around ten years ago we began working for the British Antique Dealers’ Association on the graphics and branding for its annual antique fair held on the parade ground adjacent to the Saatchi Gallery just off the King’s Road in swanky southwest London. It was at the opening reception of one such event that I found myself wandering around, glass of champagne in hand, slightly tiddly, admiring the beautiful objects on display, when I came across an antique book dealer’s stand. He had a wonderful array of beautiful books from throughout the centuries, many with stunning covers and all carefully displayed within secure cabinets made of sparkling glass.
After carefully studying the covers of some classic designs, chatting to the dealer and silently baulking at the prices, I spotted two rather dull, large, commercial-looking bound volumes of a magazine with the Damien Hirst-esque title of Trade Marks Which Promote Sales or 7000 Ways of Incorporating an Advertising Idea in a Trade Mark sitting on a bottom shelf. On opening its pages I was astounded by the quantity and variety – not to mention the beauty and humour – of the logos.
Published by J. Gevers of Antwerp between 1935 and 1937, this was a publication that showcased logotypes of the day, presumably to provide creative inspiration for the designers of the time. It was quite possibly the first ever branding magazine.
All 56 issues are crammed with a host of trade mark designs, illustrations and logotypes. Each sat within varied themed sections, including ‘lightness’, ‘flowers’, ‘elasticity’ and ‘smoking’. Each mark seemed to be an interpretative drawing rather than an accurate reproduction of the original logo. I can only assume that it was technically difficult to reproduce a brand mark at the time and that someone was set the mammoth task of drawing a version of each one. This technique, however, gives the entire contents a rather pleasing and singular hand-drawn aesthetic that proved to be an irresistible draw. And of course I bought both volumes. Who does not love a typographic pig?
Andy Altmann, founding partner Why Not Associates, London
First published in Eye no. 108 vol. 27, 2025
Eye is the world’s most beautiful and collectable graphic design journal, published for professional designers, students and anyone interested in critical, informed writing about graphic design and visual culture. It is available from all good design bookshops and online at the Eye shop, where you can buy subscriptions and single issues.