2. Julius Klinger was a German artist of Jewish descent who had, in Berlin in 1923, an art school and studio where he and his students taught graphic and marketing design. Klinger is considered by many to be the father of what is now commonly termed 'branding': using graphics and graphic design to convey the message of the brand, and to create 'brand equity' therein. Klinger was the first to use a logo not only on a product itself, but also on buildings, billboards and advertisements - essentially creating a lasting and unforgettable image of a brand for consumers. In Klinger's 1923 presentation of his studio and its designs, he wrote: "The moving spirit of Vienna poster-designers whose work is reproduced in this production, is Julius Klinger, at once the oldest and best known among them.