Blog Post 2 – Trademarks


“In 1967 at the international exhibition organized by the American Institute of Graphic Arts (AIGA) he presented 23 trade marks, accentuating the logo of Petrol.” (Off of his biography website)

A graphic designer that could be featured in the new version of Graphic Design: A New History is Stefan Kanchev. Stefan Kanchev was a Bulgarian graphic designer who lived from 1915 to 2001. He is a very well-known graphic designer in Bulgaria and was especially known for his graphic work creating trademarks. I think he could be introduced in the textbook because I did not see very many Eastern European designers that were not predominately from the Russian constructivist period. Although there is an abundant amount of Western designers, I feel like his contributions to design were interesting.


Posters created for a gallery showing in Czech Republic.

In terms of what he has accomplished and worked on, Kanchev worked on folktale book covers, postcards, postage stamps, advertisements – you name it! He had participated in a lot of worldwide exhibitions and in many artist competitions for typography, trademarks, telegram forms, etc. He became a very individualistic artist and his work was very unique in his area, so he became quite well-known. As he is most known for his trademark work, I will be focusing on that for this blog post. The reason I believe he should be in the textbook is more to do with the type of content he made. I was not really familiar with Kanchev or his work until I started researching for this assignment. I have not really come across trademarks or a more in-depth look into them during my studies and they were quite interesting to read about. At first, the description of trademarks confused me as I figured that logos and trademarks were the same; however, the trademark is separate as in it is used as a way to protect logos, slogans, company names, all of those sorts of good legal stuff.

It was noted that he was producing trademarks one after another after another. He produced over 1000 trademarks and 650 stamps, along with the other work he was putting out. He was very hands on with his approach to work, everything trademark he created was drawn by hand and iterated many times to get to where he would like it. His work was very typographic, yet simple and well thought out. I believe that it is important as designers to see how other designers approached and discovered their direction for the type of career that they were developing. I definitely would have been interesting in learning more about logotypes and the whole trademark design aspect behind them. Although it would probably not cover the in depth business side, having a general understanding of what trademarks do and how they are created and applied could be something to be considered. Kanchev’s work is very compelling and his work being used as an example could open up to a lot more artists that are related to his realm of work from all around the world- not just the Western part of the globe.


Intellectual Property Office. “Trademarks Guide.” Canadian Intellectual Property Office, Innovation, Science and Economic Development Canada, 14 June 2019,

Poststudio. “Stefan Kanchev Posters, Exhibition.” Behance, 25 May 2011,

“Stefan Kanchev.” Biography of Stefan Kanchev, Superhosting.BG,

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