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Marks of Excellence: The History and Taxonomy of Trademarks Paperback – March 18, 1999
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Top Customer Reviews
The look and feel of the book is similar to any of the Graphis range. The book begins with a brief look at the precursors of trademarks such as heraldry, monograms and brands for animals and goods. It then examines the design process looking at the type of corporate identities that can be created and their application. The bulk of the book though is the taxonomy of trademarks breaking them down into classes, such as birds, botanical, buildings etc.
There is a brief look at the background to the trademark accompanied by the name of company which uses the trademark and the designers behind it.
In terms of being a picture book for logo reference, there are definitely better ones out there. In contrast, Mollerup takes you on a rare deep and exhaustive overview covering semiotics, logic, anthropology, history, taxonomies and analysis. At times, the educational rigor feels dense and overwrought- but it is welcome compared to the flimsy writing in most design related publications.
My hope is that he revises and updates the book to include newer marks, as many in this book have ceased to exist.
Most Recent Customer Reviews
This is a thesis. It is FAAAAAAAAAR to academic to be very useful. It breaks no new ground but restates a lot of stuff with a whole lot of extra syllable and verbiage. Skip it.Published 5 months ago by Christoph
I enjoyed the great work done by the author. Iam a real fan of applied knowledge picturing it into the mind. Read morePublished on August 31, 2011 by Theo K
Marks of Excellence is an in-depth analysis of symbols, branding and logos. A very good read, by a very good communication designer. I had my copy autographed!Published on April 30, 2011 by Henry
If you want do develop a brand name, this is the right book. It presents an overall process on how to buid a branding.Published on August 21, 2005 by Mauro C. Tavares