It is easy to find joy in some of these early 20th C logotypes like those published in The Trade Mark News in 1910-1913, and kindly shared on Double-M's Flickrstream. These old trademarks are the folk art of the graphic design industry and just like folk art, there were no rules applied. They were likely created by self-taught hand-lettering artists and illustrators, who didn't obsess about the appropriate use of white space or faux small caps or letterspacing, but probably should have. The most successful designs seem to be those with text in shapes, ribbons or other devices; or those with custom lettering on a path or multiple paths. These trademarks were often created by skillful showcard artists familiar with manipulating text. More importantly, these artists were intuitive designers which comes from experience and an observant eye. All of the logo designs seen here may have a mixed success, but the various groups of them create some great patterns when combined together. Find a previous post I did on early 20th C trademarks here in Part 1.