Phaidon Press Ltd., London. 1997. 240 pp. 4:o (29 x 25,5 cm). Black cloth binding with dust jacket. Profusely illustrated, 260 colour and 331 b/w illustrations. Notes, bibliography, index.
This book 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 next chapters form a study of 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. Also included is an alphabetical index of trademark themes: an illustrated selection of examples which feature some 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.