Finding the roots of trademarks in heraldry, potter's marks, monograms, and other such ancient devices, this book traces the history of the corporate visual lexicon and produces a taxonomy of the commercial age. An alphabetical section covers motifs from animals to waves, with short definitions and analyses beautifully complemented by daringly cropped and crisply photographed images. Pictures of this quality and interest would steal the show in most volumes, but the text stands up well to the challenge of images that gain force because of the familiarity of their subjects (corporate trademarks), and the unusual sense that the book's context lends to them. Marks of Excellence is a worthwhile exploration at the modern language of ownership.
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Finding the roots of trademarks in heraldry, potter's marks, monograms, and other such ancient devices, this book traces the history of the corporate visual lexicon and produces a taxonomy of the commercial age. An alphabetical section covers motifs from animals to waves, with short definitions and analyses beautifully complemented by daringly cropped and crisply photographed images. Pictures of this quality and interest would steal the show in most volumes, but the text stands up well to the challenge of images that gain force because of the familiarity of their subjects (corporate trademarks), and the unusual sense that the book's context lends to them. Marks of Excellence is a worthwhile exploration at the modern language of ownership.
--This text refers to an out of print or unavailable edition of this title.
Review
This book is an image fix for pop culture junkies, a visual reference for designers, and a crash course in semiotics.... A book that rigorously examines trademarks and their meaning is essential for the bookshelves of the visually inclined. It's also destined for the coffee tables of today's corporate wonks obsessed with branding. As a tasty book ready to be consumed, Marks of Excellence exemplifies the commodity value of visual identity. -- Wired, Rhonda Rubinstein
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most helpful customer reviews
By Don Eglinski
Format:Paperback
While I adore this book, many designers might find it a bit dreary. While the examples are an excellent, if classical, look at marks from around thew world, it's theory is where it shines.
And here is where it remains a bit esoteric from the average designer's care or even perhaps understand. It diagrams how subtle elements should be contrasted with the more blatant ones, but I can't say it uses the best examples or language to do so. That may have more to do with when it was originally written, but again I can't say for sure.
For a tome of useful contemporary logos -- opposed to the theory of logo design -- make this a secondary purchase decision after Logo, by Michael Evamy.
And here is where it remains a bit esoteric from the average designer's care or even perhaps understand. It diagrams how subtle elements should be contrasted with the more blatant ones, but I can't say it uses the best examples or language to do so. That may have more to do with when it was originally written, but again I can't say for sure.
For a tome of useful contemporary logos -- opposed to the theory of logo design -- make this a secondary purchase decision after Logo, by Michael Evamy.
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.
By Bjorn Clasen
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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