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The Germans are responsible for inventing the modern iconic trademark as an out¬
growth of the heavy gothic, black-letter schritt, or script, that evolved as their
unique adaptation of the roman alphabetic forms. They started playing with sim¬
plified design as far back as 1905 when America had just renounced the excesses of
Vittoriana for an only slightly less fussy Colonial Revival. I always say that if it
weren't for African Americans' influence upon music, the rest of us might still be
waltzing in powdered wigs. To that I might add, but for the Germans, all our logos
might still be kitschy oil paintings of cows, kids and mythical figures. But they did
more, the Germans: They added the concept of concept to their stripped-down
trademark symbols, many of which were no longer arcane abstractions as old
tradesmen's marks had been, but became endowed with wit and meaning.

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