AEG Corporate Identity
AEGの企業アイデンティティ / 1907-1914 / Style / Modern Design Movements
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.
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
Dictionary entry
- Best used for
- Aligning products, printed matter and buildings under one corporate standard · Putting the design criteria for mass production into words a company can share
- Type
- One typeface fixed as a standard, sizes and margins given as numbers
- Composition
- Products and advertising built on one grid and one dimensional system
- Material
- Standard industrial materials, with quality carried by the finish
- Caution
- Reading standardization as sameness, making everything one shape and skipping the argument about quality, which lands in dull mass production.
- Further study
- Peter Behrens / Hermann Muthesius / the standardization debate (Muthesius vs. van de Velde)
Related entries
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