By grounding modern graphic design in thousands of years of human anthropology, Mollerup elevates the status of the logo designer from a commercial artist to a custodian of an ancient human tradition. Part 2: Semiotics and the Mechanics of Meaning
"Marks of Excellence" is a meticulously researched book that explores the history and development of logos and trademarks from ancient times to the present day. The book is organized into 11 chapters, each focusing on a specific type of graphical symbol, such as monograms, emblems, and abstract logos. Mollerup's approach is both historical and theoretical, providing a rich context for understanding the evolution of visual identification and the role of logos and trademarks in modern business.
"Marks of Excellence" is a thorough and engaging study of branding and logos, covering a wide range of topics, from the earliest recorded trademarks to modern-day branding strategies. The book is divided into three main sections: Per Mollerup Marks Of Excellence Pdf Download
Beyond this basic structure, the book delves into semiotic theory, analyzing how different kinds of marks function as signs. Mollerup explores how they convey meaning, their relationship to the products or services they represent, and how they can be decoded by audiences. This analytical framework transforms the book from a mere catalog of logos into a genuine theory of visual communication.
This section introduces a highly influential taxonomy of modern trademarks. Mollerup categorizes marks based on how they represent meaning, dividing them into: By grounding modern graphic design in thousands of
Some of the key takeaways from "Marks of Excellence" include:
: You can borrow a digital copy for free online reading at the Internet Archive . offering insights into the design process
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Marks of excellence : the history and taxonomy of trademarks
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"Marks of Excellence: The History and Typography of Logo Design" by Per Mollerup is a well-regarded book in the graphic design and branding communities. Published in 2006, the book explores the evolution of logos and branding, offering insights into the design process, historical context, and the significance of typography in logo design.
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