Typography Reflection II

AEG which represents the initials for the German Allgemeine Elektricitäts-Gesellschaft, or also known as the General Electric Company. They were one of the pioneers in large scale industrial development (industrial revolution), founded in Berlin, Germany in 1883. They produced several patented lightbulbs from Thomas Edison, generators, transformers, and arc lamps. Hence becoming one of the fastest-growing companies and world leader in the production of these goods.

Peter Behrens was then commissioned to design the AEG trademark after doing an excellent work of enhancing and streamlining their lamps (form follows function).  Behrens’ creativity in creating a corporate identity, from logos, advertising material, and company publications with a consistent, unified design. Thus corporate design went on to become a basic element of the philosophy of an industrial company and its brands.

It is very eye-opening to learn that a simple standardization of creating a corporate identity leads to a full branding experience now. Today, the idea of an artist designing commercial, mass-produced objects or housewares is very common. Product lines with major retailers like Giant and Ikea, and as consumers, we are conditioned to look for names and labels. We associate labels with a standard of design and quality, and our fundamental reliance on “name brands” simplifies the daily shopping experience. On the other hand, there’s also a movement “no-brand”, Muji style which could be opposing to a recognizable brand. A food for thought?

 

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Mindy

INTJ who loves apples.

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