Marks of Excellence: The History and Taxonomy of Trademarks Paperback – 14 Jul 2007
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'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.'
'...a handsome book...excellent...'
'Per Mollerup's beautiful yet pithy book.'
'… 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.'
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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Top Customer Reviews
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.
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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