On March 15th, 1957, while working on the industrial fair in Leipzig, Rolf Keller sent a brochure “Halle 20” to his son, Svend Keller. This brochure lists the companies exhibiting in hall 20 of the fair in that year. This hall was dedicated to the East German machine tool producers organized under the organization of “WMW”, a large association of publicly owned (i.e. state owned) comanies.
In the 1957 brochure, Rolf Keller had marked those logos of exhibiting companies that he had designed or re-designed. It turns out that he was involved in the design of the logos of more than half of all those companies.
I am showing here one of the logos. Those of you who are just interested in art might not find this interesting, but some of you might have studied graphic design or might be interested in the history of industrial graphics design.
All of the logos in the book are printed in blue color. Perhaps there where guidelines based on the available printing technology, but I don’t know. Maybe the goal was to produce a common look and feel for all WMW companies.
The logo shown here belongs to a producer of “High duty drilling machines” called “VEB Bohrmaschinenfabrib Saalfeld”. There still is a machine tool industry in the town of Saalfeld, but I do not know if they are connected to that 1950s GDR-company (I am trying to find out). It might be that a company still exists that owns the rights for this logo but I was not able to find out so far.
There are other examples where the legal successors of the state owned companies from GDR times can clearly be identified and in one instance, I even found a company that is still using the logo as designed by Rolf Keller in the 1950s, without any changes, to this day (see the “Aue”-Logo in the blue cirlce here: http://www.blema.de/index.php?id=blema_de that also appears in exactly that shape in the “Halle 20” brochure of 1957, marked by Rolf Keller as his design). In other instances, the companies seem to have vanished completely after the German reunification.
One might ask the question what was the purpose of having logos for companies in a state planned economy like that of the GDR. But back in the 1950s, these machines where exported worldwide, so establishing brand names was important since machine tools where a mayor export article and thus an important source of forreign exchange for the GDR.
Such logos seem to have been one of Rolf Keller’s main sources of income. From his letters, we learn that he earned well from designing such logos. For example, in one letter from 22nd of October, 1957, he writes that he got the job of designing one logo for 2000 Mark and three for 1000 Mark each. This was much more that the average monthly income of a worker that, according to the information I could find, seems to have been in the 500 to 600 Mark range at the time.
(In case you, as an organization or individual, are the owner of the rights to this logo and you do not agree with me showing it here, please contact me. I will remove it in that case).