Customer Reviews

Marks of Excellence: The History and Taxonomy of Trademarks

5 star:		(7)
4 star:		(2)
3 star:		(0)
2 star:		(1)
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Per Mollerup's Marks of Excellence is an interesting and beautifully illustrated look at trademarks. The most interesting part for me are the little anecdotes which occur here and there about particular trademarks. For example the Guinness harp is based on the O'Neill clan harp, when the Irish State was formed in 1922 they had to reverse the harp because Guinness owned the copyright.
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.

This is a beatifully designed book that is very complete. There are hundreds of examples of good design, and enough text to satisfy those who need detailed explanations. Quite simply, I have seen nearly all the books available on logo design, and this one of the best I have ever seen.

This book is a great resource for the methods behind some of the most sucessful logos created. Even if you are not a "logo designer" this book is a good reference. The author gets extremely deep into the psychology and methods of successful logos. Although sometimes laborious - it provides great background.

I enjoyed the great work done by the author. Iam a real fan of applied knowledge picturing it into the mind. The book has got its own Identity and is very useful for people that want to dive into the visual world of coding and decoding.

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!

I've owned this book for 10 years and it still is one of my most referenced and valued.
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.

I was referred Marks of Excellence by a professional designer I know after he discovered I was interesting furthering knowledge on logo design and what makes a good trademark. Marks of Excellence really was an excellent read and offered a lot of insight into the history of trademark, symbols used in logo design, and how various different types of logos might be more suitable for certain situations. I found the layout and production of the book to be very appealing and visually interesting, which made for a better read. The only complaint that I have is the lack of reasoning behind certain logo choices. I wish that there was more explanation into why certain logos were developed and maybe look a little more into the ideation process. Ive seen other books that did just that, but for some reason I didnt necessarily find them as interesting as this. If you love logos and trademarks and are interested in reading more on the subject, I would certainly recommend reading this. It is great for the price, especially if you are looking for inspiration. But if you are specifically interested in learning the process of making a successful logo, there are other resources I may look into first. It all depends what you are looking for.

If you want do develop a brand name, this is the right book. It presents an overall process on how to buid a branding.

I basicly see this book as an art book. Enjoy the design of old and contemporary trademarks and their functions. The text though, is very technical - as in other areas of marketing, the science of trademarks and branding is overacademized for nothing.

the book cover was all scratches ....some pages inside were teared off.... too bad for a new book