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Marks of Excellence: The History and Taxonomy of Trademarks Paperback – 14 Jul 2007


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Product details

  • Paperback: 240 pages
  • Publisher: Phaidon Press; New edition edition (14 July 2007)
  • Language: English
  • ISBN-10: 0714838381
  • ISBN-13: 978-0714838380
  • Product Dimensions: 25.1 x 2.2 x 28.9 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 455,259 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

Review

'Phaidon's Marks of Excellence is a glossy homage to logos through the ages, backed up with trainspotter-ish annotated notes.' The Face 'Perfect for anyone who wants to start building their own global brand.'
Wallpaper

'...a handsome book...excellent...'
Creative Review

'Per Mollerup's beautiful yet pithy book.'
Graphis

'… the Danish designer, Per Mollerup, is a master of modern visual shorthand, and his perspective makes a refreshing change from the dominance of Anglo-American thought on the subject. His designs…are exemplary in their wit and economy.'
Business and Design Newsletter (Chartered Society of Designers)

'[Per Mollerup] has assembled an exhaustive collection of marks, and backed up the images with some highly informative text. This is an excellent book whatever your philosophical position in design.'
U & LC

'Marks of Excellence is another contribution to Phaidon's de luxe series on design and architecture which provides an appropriate platform for communicating through impeccable and generously reproduced images. The indulgence of the coffee-table format is combined in this book with an intelligent and comprehensive text to create a reading experience properly saturated with looking. The illustrations are presented in two ways. Firstly the text is regularly punctuated with opulent full-bleed spreads …By contrast, illustrations are also supplied in a diagrammatic fashion… …the book contributes to the concerns of design history and to existing texts on the subject. Mollerup's encyclopaedic overview provides an updated addition to more personal accounts by designers… Perhaps the most original portion of Marks of Excellence is the 'Taxonomy' which uses theories put forward in the preceding chapters to form a model by which we might understand how trademarks signify. This takes us beyond mere recognition or subjective response to a formalized level in which we may sort the 'letter marks' in a logo into a number of categories…. …The book may be used by students as an introduction to communication theory and as a good example of the application of such theories to graphic design practice. It will be useful to designers… as a self-proclaimed canon of approved design … For the general reader the book will usefully enhance perception and identification of the system, rules and techniques of communication through corporate identity.'
Journal of Design History

'Unique…Marks of Excellence reflects this dedication to combining deep theory with surface beauty. Its 240 pages and 600 beautiful illustrations are both a feast for the eyes and an education in design.'
Critique

About the Author

Per Mollerup is the founder of Designlab, a leading Scandinavian consultancy in visual communication, information design and corporate identity.

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By A Customer on 7 Nov 2000
Format: Paperback
Showcases the world's better-known trademarks, how they came into existence and what they have come to signify in a global marketplace crammed full of logos and symbols of every possible denomination. The historical introduction of the trademark provides a sound basis for the examples which flow freely on later pages. A tad too many Scandinavian examples for my liking, but assuming Per Mollerup (the author) hails from this part of the world I guess we can forgive him his over-indulgence.
This book will provide a source of interest and inspiration to many a scholar, marketeer, designer or member of the public. Loved the black matt-lam cover but it still remains the worst colour in the world for highlighting clammy pawprints! Marks of Excellence - a work of excellence and a gift of excellence to anyone tempted by this review.
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By Spyros on 18 Oct 2011
Format: Paperback
I saw this book at the third year of my Graphic Design studies for the first time. It was recommended by my favourite tutor and i was so psyched to get that... It analyses almost every aspect of the logo creation and the logo itself as a term. It includes the most famous logos of all time and explains the reason each one is the way it is. It also refers to each of the basic shapes (square, circle, triangle - even stars, ellipses and curves...)and what it means when it gets to be a part of a logo... I read each part at a time because there is so much to learn and there is no way to keep everything in one quick reading. As a graphic designer, i've really put one more piece in my puzzle. :)
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3 of 5 people found the following review helpful By A Customer on 10 Mar 2001
Format: Paperback
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.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 11 reviews
18 of 19 people found the following review helpful
A beautifully illustrated look at trademarks 14 July 1997
By A Customer - Published on Amazon.com
Format: Hardcover
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.
10 of 11 people found the following review helpful
One of the best logo design books EVER 28 April 2002
By David E. Carter - Published on Amazon.com
Format: Paperback
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.
5 of 5 people found the following review helpful
A great reference for history of logos. 30 Sep 2005
By meagainstme - Published on Amazon.com
Format: Paperback
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.
Excellent. 2 Sep 2009
By Michael J. Artman - Published on Amazon.com
Format: Paperback
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.
Essential 26 Feb 2011
By ShapeOfThings - Published on Amazon.com
Format: Paperback
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.
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