| Platform | Format | Access | |----------|--------|--------| | Amazon | Paperback / Hardcover | Purchase | | AbeBooks | Used copies | Often affordable | | Google Books | Preview only | Limited pages | | Routledge / Phaidon | Publisher site | Buy new |
Mollerup, Per. Marks of Excellence: The History and Taxonomy of Trademarks. Phaidon Press, 1997/2013 (later editions exist).
The core feature of Marks of Excellence is its systematic categorization of logos. Mollerup argues that to design a good mark, one must understand the functions it performs. He breaks trademarks down into distinct functional categories, offering a vocabulary for critique and creation that is still taught in design schools today.
1. Ideograms and Pictograms Mollerup distinguishes between marks that represent ideas (ideograms) and those that represent objects (pictograms). He explores how a simple drawing of an apple can transcend the fruit to represent a tech giant, or how a swoosh can embody motion and speed without showing a runner. Per Mollerup Marks Of Excellence Pdf Download
2. The Principle of Function The book posits that a logo is not art; it is a tool. It serves functions: identification, distinction, and guarantee. Mollerup analyzes how the best marks perform these functions with the least amount of visual noise. He champions the modernist ideal that form follows function, even in branding.
3. Metaphor and Association One of the most celebrated sections of the book deals with metaphorical marks. Mollerup dissects how designers use visual metaphors to imbue a brand with secondary meaning. He categorizes these into groups like the "associative mark" and the "allusive mark," teaching readers how to layer meaning into simple geometry.
Semiotics and Identity: A Critical Analysis of Per Mollerup’s Marks of Excellence Mollerup, Per
Published originally in a different technological landscape, one might assume Marks of Excellence would feel dated. However, the opposite is true. Because Mollerup focuses on cognitive psychology and semiotics rather than specific printing techniques or software trends, the content remains timeless.
The book is visually dense, featuring over 2,000 examples of trademarks. These are not just showcased; they are deconstructed. Mollerup shows the evolution of marks, the simplification process, and the fine line between a clever concept and a confusing graphic.
For modern UI/UX designers dealing with icons and app logos, Mollerup’s insistence on legibility and recognition at small scales is prophetic. The book effectively serves as a masterclass in minimalism before minimalism became an industry buzzword. The core feature of Marks of Excellence is
Mollerup, P. (2019). Marks of excellence: The history and taxonomy of trademarks (2nd ed.). Phaidon.
(Add citations from academic journal reviews if you wish—e.g., from Design Issues or Visible Language.)