"Marks of Excellence: Logotypes and Trademarks" by Per Mollerup is a landmark book that continues to inspire and educate designers, marketers, and anyone interested in visual communication. Its comprehensive history, theoretical insights, and stunning visuals make it a must-read for anyone working in branding, marketing, or design.
As a designer, a logo is more than just a symbol or a graphic representation of a brand. It's a visual identity that communicates the values, mission, and personality of a company. A well-designed logo can make a brand stand out, while a poorly designed one can lead to brand confusion. In his book "Marks of Excellence: The History and Typology of Branding", Per Mollerup provides an in-depth analysis of the art of logo design and branding. In this blog post, we'll review the book and provide an overview of its key takeaways.
He further categorizes how meaning is generated: through resemblance (iconic), causal link (indexical), or convention (symbolic)—rooted in Peircean semiotics. Per Mollerup Marks Of Excellence Pdf Download
: A PDF version of the review and some content is available for those with institutional access via Oxford University Press . Marks of Excellence: The History and Taxonomy of Trademarks
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He had shapes. He had colors. He had gradients that looked sleek on a monitor but felt hollow. His designs were decorative, not definitive. They were loud, but they weren’t saying anything.
The book "Marks of Excellence" by Per Mollerup offers a comprehensive overview of the history and development of branding and logo design. Mollerup's work provides valuable insights into the world of branding, exploring the evolution of iconic brands and their marks of excellence. The book is a useful resource for designers, marketers, and anyone interested in the field of branding and visual communication. "Marks of Excellence: Logotypes and Trademarks" by Per
Critics and designers often praise Mollerup for highlighting "wit and economy" in design. He emphasizes that the best marks—the "marks of excellence"—achieve maximum impact with minimum means. By including nearly 600 illustrations ranging from the rare to the universally recognized, the book demonstrates that a successful trademark must transcend language barriers and operate within a global "modern language of ownership".