Constructive Form and Graphic Design – Building Systems between Trademark and Patent

Trained as carpenter, sculptor and graphic designer, Eberhard “Hardy” Gotthard Rensch designed well-known brand logos and trademarks such as Condor Airline in 1953, Radio Bremen in 1959 or Beromycin in 1961. However, for the history of architecture and construction of the 20th century, he’s important as inventor of two building systems with prefabricated modular components in aluminium. The systems, known as “Trelement” and “ASB”, both enjoyed widespread international distribution from the 1960s to the 1980s for a variety of architectural applications. Both systems allow for easy modification, flexibility and expansion. Mass production was carried out by various manufacturers on the basis of licenses. For both systems, the catchy graphic conception of the junction element was essential, unmistakably constituting the respective design idea in the layout. With prototype houses built in “Trelement” system in 1962 and “ASB” in 1970, Rensch started filing numerous intellectual property rights for both systems and their technological innovation in over 30 countries. At the same time, he focused on establishing distinctive product brands for both systems, to differentiate from competing building systems. Based on the aforementioned examples, this paper will discuss the role and relevance of different intellectual property rights, like patents, utility models and trademarks. This paper at first presents the two building construction systems based on contemporary architectural reviews and publications with a focus on the trademarks. Developed as graphic structures, the system’s constructive and visual form reflects the continuity of Rensch’s work as graphic designer. The narratives used in these marketing publications will be contrasted subsequently with the diverse technical specifications in the patents and their emphasis on various structural, construction-related innovations. The formal requirements of the different intellectual property rights necessitated different patterns of argumentation but also allow for different historiographical approaches to these building systems and the ensuing architecture.     «

Trained as carpenter, sculptor and graphic designer, Eberhard “Hardy” Gotthard Rensch designed well-known brand logos and trademarks such as Condor Airline in 1953, Radio Bremen in 1959 or Beromycin in 1961. However, for the history of architecture and construction of the 20th century, he’s important as inventor of two building systems with prefabricated modular components in aluminium. The systems, known as “Trelement” and “ASB”, both enjoyed widespread international distribution from the 1960s...     »