{"id":"aeg-identity","no":216,"name":"AEG Corporate Identity","ja":"AEGの企業アイデンティティ","era":"1907-1914","family":"近代デザイン運動","kind":"スタイル","collection":"Dictionary expansion 12","addedAt":"2026-08-18","source":{"title":"Victoria and Albert Museum, Arts and Crafts: beyond the UK","url":"https://www.vam.ac.uk/articles/arts-and-crafts-beyond-the-uk"},"reference":{"status":"verified","pageUrl":"https://www.vam.ac.uk/articles/arts-and-crafts-beyond-the-uk","credit":"Victoria and Albert Museum, Arts and Crafts: beyond the UK","gallery":[{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/AEG%20Turbinenhalle%20Fassade.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:AEG%20Turbinenhalle%20Fassade.jpg","credit":"ベーレンス AEGタービン工場 1909（CC BY-SA 4.0）"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/Weissenhof%20Corbusier%2003%20cropped2.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:Weissenhof%20Corbusier%2003%20cropped2.jpg","credit":"ヴァイセンホーフ住宅展 1927（CC BY-SA 4.0）"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/Electric%20kettle%2C%20designed%20by%20Peter%20Behrens%2C%20AEG%2C%20Berlin%2C%201909%2C%20copper%2C%20rattan%2C%20wood%20-%20Museum%20f%C3%BCr%20Angewandte%20Kunst%20K%C3%B6ln%20-%20Cologne%2C%20Germany%20-%20DSC09630.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:Electric%20kettle%2C%20designed%20by%20Peter%20Behrens%2C%20AEG%2C%20Berlin%2C%201909%2C%20copper%2C%20rattan%2C%20wood%20-%20Museum%20f%C3%BCr%20Angewandte%20Kunst%20K%C3%B6ln%20-%20Cologne%2C%20Germany%20-%20DSC09630.jpg","credit":"ペーター・ベーレンス設計 AEG 電気ケトル 1909（ケルン応用美術館） — Wikimedia Commons / CC0"}]},"essence":"製品も工場も印刷物もひとりの建築家に任せ、会社の見た目を同じ手つきで揃えた仕事。ベーレンスが1907年からAEGのために描いた文字と器物と建物が、企業デザインという職能の原型になった。","cues":["幾何学で描き起こした社名の文字","同じ形式で揃えられた製品の一族","装飾を外した鉄と硝子の切妻正面","やかんから商品目録まで同じ手つき"],"intents":["信頼","技術","未来"],"works":["製品群と印刷物と建物を、一つの企業の規範で通して揃えるとき","量産品の設計基準を、社内で言語化して共有したいとき"],"recipe":{"type":"一書体を規格として定め、寸法と余白を数値で指定する","layout":"製品も広告も同じ格子で組み、部品の寸法体系を共有する","material":"材料は工業生産の標準品を選び、仕上げの質で差をつける"},"avoid":"規格化を統一のことだと考えて全部を同じ形にし、質を上げる議論を抜かしたまま退屈な量産に落ちる。","colors":["#f1eeed","#937e5e","#22231a"],"motif":"architecture","pair":["bauhaus","arts-and-crafts"],"study":["ペーター・ベーレンス","ヘルマン・ムテジウス","規格化論争（ムテジウス対ヴァン・デ・ヴェルデ）"],"en":{"essence":"Products, factory and printed matter all handed to one architect, so that a company looked as though a single hand had made it. The lettering, objects and buildings Behrens drew for AEG from 1907 became the prototype of corporate design.","cues":["Company lettering drawn from geometry","Products built as one family of forms","A gabled front of steel and glass with the ornament taken off","One hand visible from kettle to catalogue"],"works":["Aligning products, printed matter and buildings under one corporate standard","Putting the design criteria for mass production into words a company can share"],"recipe":{"type":"One typeface fixed as a standard, sizes and margins given as numbers","layout":"Products and advertising built on one grid and one dimensional system","material":"Standard industrial materials, with quality carried by the finish"},"avoid":"Reading standardization as sameness, making everything one shape and skipping the argument about quality, which lands in dull mass production.","study":["Peter Behrens","Hermann Muthesius","the standardization debate (Muthesius vs. van de Velde)"]}}