The book covers a wide range of topics related to branding, including:
The book offers a comprehensive study of the trademark from its historical roots to modern applications. Marks of Excellence: The History and Taxonomy of Trademarks
, the book transcends the typical "logo gallery" format by providing a rigorous semiotic framework for understanding how visual marks communicate identity. Mollerup’s work is not merely a collection of successful designs; it is a foundational text that explores the evolution of the "visual shorthand" that defines our modern commercial environment. Historical Foundations
He looked back at his design on the monitor. It was a complex gear transforming into a leaf. It had drop shadows. It had three different shades of green. It was a mess. It was noise.
"Marks of Excellence: The History and Typography of Branding" is a book written by Per Mollerup, first published in 2006. The book explores the history and development of branding, logos, and trademarks. Mollerup examines the typography and design of famous logos, tracing their evolution over time.