The marks are arranged in categories that include entertainment, education, real estate, insurance, food and beverage, retailing, transportation, utilities, heavy industry, and others, and are chosen from local and internationally known examples. Reprinted in black-and-white, the marks appear here in their standard form on signs, letterheads, book bindings, T-shirts, sugar bags, household appliances, bank checks, drinking cups, coasters, screened commercials and printed ads, ashtrays, clothing labels, shopping bags, awnings, and so on. For several current trademarks, earlier versions are also illustrated and dated, tracing trademark genealogies of possible interest both as history and design. Captions identify the trademarks, giving year of design, and, when known, the name of the designer. The editor in her introduction describes the development of American trademarks from Ralston Purina's homespun "checkerboard square" to the Cities Service corporate "triangle." Notes on the specialized uses and requirements of various kinds of marks introduce each section. This is a remarkable sourcebook for graphic artists, students, and commercial designers. Social psychologists, market researchers, and others interested in group behavior may find it the starting point of ideas and experiments. This book also has a curious fascination as browsing, illustrating at a glance how familiar, memorable, and widespread trademarks seem to be.

    

    Beginning with simple flowing phenomena of water and air, Schwenk gradually builds up, with the help of marvelous photographs and drawings, the "letters" of an alphabet that will allow us to "read" the living meaning of water. The spiritual, formative processes are gradually brought to light, and we come to recognize the Creative Word in the universe. Fully illustrated.

    The book depicts conversions of a chicken coop, a barn, a mews house, carriage house, firehouse, creamery, icehouse, water tower, powerhouse, an armorer's workshop, a doll factory, industrial buildings in Paris and San Francisco, a cannery, factories, a bakery, boats and barges, a caboose, a Pullman car, railroad stations, a bank, a schoolhouse, a church and more.