on January 28, 2008
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.
on March 10, 2001
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.