At the turn of the century, aeg became the first company to appoint actor and architect peter behrens to the post of industrial designer. Peter behrens had a huge influence on the corporate identity of aeg. His sense of modern purist design was manifested sustainably. Nov 16, 2015 peter behrens epitomises the werkbunds preoccupations with representing industry as both noble and part of german identity. Interior of the aeg assembly hall for large machines, a photograph from the aeg archives included in stanford andersons book on peter behrens. Though this lamp was his first work in industrial design, it quickly becameand has remainedthe. When behrens was retained as the design consultant for aeg germanys largest. The modern corporate logo was born in germany shortly after the turn of the twentieth century, the direct descendent of burgher crests, coats of arms, trade and factory marks.
His successors were eberhard fuchs and hans werner friedlaender, who successfully continued maintaining the aeg design quality. Symbolism in the first corporate identity design, authoruygar boztepe, year2012. Invaluable is the worlds largest marketplace for art, antiques, and collectibles. Peter behrens pioneer of modern industrial design scihi. Spiccata tendenza alla concretezza, alloggettivita e alla progettazione rigida. Peter behrens is best known as an architect from the. Corpidenvissys chapter 20 corporate identity and visual. It was behrens creativity that first established the corporate identity concept. Symbolism in the first corporate identity design by uygar boztepe. I greatly admire the wide scope talents that he had he was an architect, illustrator, painter, industrial designer. After attending the fine arts school at hamburg, behrens went to munich in 1897 during the time of the renaissance of arts. In graphic design, behrens recognized the need for new typographic forms to express anew era, and he conceived and directed the firstunified corporate identity program. Turbinenhalle in 190809 behrens designed the aeg turbinenhalle in berlin, a concrete, steel and glass factory building with an outspoken agenda.
How exactly peter behrens a painter turned graphic designercame to receive his first commissions from aeg in 1907 remains somewhat unclear. I chose to write about the german architect and designer peter behrens, mostly because of his impressive renaissance man status in history. Peter behrens aeg identity system history design, behrens, s logo. Behrens logo design for german electric company, aeg, 1907. Feb 23, 2021 peter behrens, architect noted for his influential role in the development of modern architecture in germany. As the discussion of the thesis pointed out, peter behrens designs for aeg can be called as first corporate identity design since they have a consistent design vocabulary. Uma identidade corporativa e a maneira pela qual uma. He had a long career, designing objects, typefaces, and important buildings in a range of styles from the 1900s to the 1930s.
Our user manuals database contains thousands of user manuals which can be downloaded easily. Ciaud research center for architecture, urban planning and design portugal. Aeg and peter behrens contribution in unified corporate visual. Many of todays corporate giants consider design an integral part of their management policies. However these were not the only forces that shaped his designwork.
Symbolism in the first corporate identity design a thesis submitted to the graduate. A pioneer of branding, peter behrens designed one of the first standardized identity programs for aeg in 1907. In this paper i will describe the development of the concepts of corporate identity. In addition, he was a pioneer in the field of industrial design. Behrens successfully formed a corporate identity for the electrical company allgemeine elektricitatsgesellschaft aeg, through graphic design, advertising, products and also architecture.
Design effectiveness awards design business association. Introduction the aeg turbine factory, one of the first companies to implement the transformations since 1870 placed the german industry on an international level, is one of the most significant buildings protorracionalismo, and the beginning, at that time, the using architecture industrialized elements. Behrens masterminded aeg s complete corporate identity. Peter behrens for aeg, electric tea kettle, berlin, 1909. At the turn of the century, aeg became the first company to appoint actor and architect peter behrens to. Peter behrens, table ventilator, aeg, germany, 1908. While designing for aeg behrens used scientific management and massproduction techniques in his designs. Sep 21, 2016 this technique of developing a unified design scheme with standards and templates was unheard of until 1907 when the german architect and graphic designer peter behrens changed the face of business identity forever by creating the first corporate identity system. Peter behrens, turbine factory article khan academy. In addition to architecture housing for working men and their families, behrens also designed household electrical appliances, standardizing the forms of their. Aeg history and history video the father of industral design peter behrens was not only the father of german industrial design he was also the founder of corporate identity. This led to the creation of the companys initial corporate identity, with products and advertising sharing common design features. Most histories of 20th century design cite peter behrens s seminal influence on three of his former proteges gropius, mies, and le corbusier and mention the turbine factory and arclamp he designed for the german electric company, the aeg.
Behrens s idea that a company can promote its identity through a consistent design program had repercussions far beyond germany. Now the full story of the extraordinary collaboration between peter behrens and the aeg is disclosed in this extensive account of his industrial. Every effort has been made to ensure that you can find your user manual, however, if our search doesnt return any documents, contact our team who will be happy to help. Aeg appliances were always one step ahead of their time and embodied german culture, and concepts such as corporate identity began to be used long before becoming common.
I have one for aeg that simply shows variations on the logo designed by peter behrens, as well as different typeface treatments. Buy online, view images and see past prices for peter behrens, table ventilator, aeg, germany, 1908. When pioneers of corporate identity are mentioned one usually refers to firms like aeg, london underground, olivetti or ibm. In 1907, the company hired peter behrens 18681940 as an artistic consultant after a successful first venture together designing advertising material. Oct 20, 2014 design essay behrens above is a link to the pdf of my research essay.
The company expanded in the first half of the 20th century, and it is credited with a number of firsts and inventions in electrical engineering. Behrens was soon in charge of the overall appearance of the company and designed everything from products and buildings to advertising and logos. If youre behind a web filter, please make sure that the domains. Deutscher werkbund a dictionary of modern architecture. He created the first integrated corporate identity. He designed the entire corporate identity logotype, product design, publicity, etc. Pioneering corporate identity aeg was not only a leader in the type of products it produced but the way it presented them.
This document is definitely not as regimented as subsequent ci manuals. Behrens began creating aeg s identity with the first case of a logo, using the companys initials in a honeycomb configuration. Chapter 20 corporate identity and visual systems charles coiner, symbols developed for the citizens defense corps during. Peter behrens 18681940 unfolded, fate put him in the right placeseveral times with significant results. His commission for aeg allowed him to make the transition from applied arts to industrial design, and from decoration to functionalism. Born 1868 in hamburg, peter behrens was a highly influential figure to both. Other corporate standards manuals were not as disciplined as later postwar versions. Peter behrens designer graphic designer artist 1868.
His work in aeg could be assumed first connection art and industry. In the same year, behrens held the aeg s artistic consultant post, being in charge of fashioning all the products of. Semantic scholar extracted view of aeg and peter behrens. Peter behrens 18681940 german architect, painter and product designer execution. In the same year, behrens held the aeg s artistic consultant post, being in charge of fashioning all the products of the company and at the same time, he designed the. Behrens, one of the most influential creative minds of his time, was a. Aeg turbinenhalle 1909 by peter behrens aeg 1910 peter behrens aeg 1910 peter behrens aeg 1911 by peter behrens behrens house in retrospect, much of this work now has the appearance of being derivative. The aeg turbine factory in berlin, designed by the architect peter behrens 18681940 in collaboration with the building engineer karl bernhard 18591937. Steve heller hunts down a nazi graphics standards manual.
He was a foundation member of the german werkbund in 1907, when he also began designing for. Since peter behrens was a consultant rather than an employe. Jan, 2017 in 1907 the aeg hired peter behrens as its overall artistic consultant. Allgemeine elektricitatsgesellschaft aktiengesellschaft aeg was founded by emil rathenau in 1883 in germany frankfurt am main as producer of electrical equipment.
In 1907, peter behrens was appointed as artistic consultant to aeg. In 1907 behrens, precursor of the ideas of le corbusier, adolf meyer. From advertising art his work is thus transformed in the creation of company image. But while several authoritative studies on individual buildings or aspects of behrens s career. But the credentials behrens brought to this appointment were substantial, and his success within the industrial powerhouse was immediate. In 1953, peter sieber established the first aeg internal design office in frankfurt. Aeg was the first firm to invest in the art of industrial design. One of the most prolific of these mark makers is barely recognized in design histories today, except for the occasional footnote.
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