Marks of Excellence: The Function and Variety of Trademarks

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9780714834481: Marks of Excellence: The Function and Variety of Trademarks
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This book presents a thorough exploration of the trademark, its history, development, style, classification and relevance in today's world. A brief history is given of the origins of the trademark in heraldry, monograms, owner's marks and certificates of origin. The next chapters study corporate identity and communication design with an emphasis on sign theory. The core of the book is a comprehensive taxonomy of trademarks covering name marks, abbreviations and all kinds of picture marks. Following the taxonomy, the classification leads to an alphabetical index of trademark themes from animals to word puzzles. This index is illustrated by a selection of the world's best trademarks - the marks of excellence from which this book takes its name. The final section of the book covers the development of trademarks over time and across the boundaries of language and space.

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Review:

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.

From the Publisher:

This text covers every aspect of the trademark, its history, development, style, classification and relevance in today's world. A brief history is given of the origins of the trademark in heraldry, monograms, owner's marks and certificates of origin. The proceeding chapters explore corporate identity and communication design with an emphasis on sign theory. The core of the book is a comprehensive classification of trademarks covering name marks, abbreviations and all kinds of picture marks. This is followed by an alphabetical index of trademark themes from animals to word puzzles. The index is illustrated by a selection of the world's best trademarks - the marks of excellence from which this book takes its name. The final section of the book covers the development of trademarks over time and across the boundaries of language and space.

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Other Popular Editions of the Same Title

9780714838380: Marks of Excellence: The History and Taxonomy of Trademarks

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ISBN 10:  0714838381 ISBN 13:  9780714838380
Publisher: Phaidon Press, 1999
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