by Per Mollup
Publisher: Phaidon Press Inc.; (April 1999)
Paperback: 240 pages
Price: $24.50 Buy It!
Reviewed by Paulus:
I bought this book because I was working on a CID and although I think we are currently moving away from these 'Single-Logo' branding ideas, this book was really resourceful and helped a lot to get my head around the subject. A good buy for any sound graphic design library.
Reviewed by P.Shecter R.G.D.:
Per Mollerup [from the cover] has created a fantastic volume on trademarks, wordmarks and logos. If you own the Elements of Typographic Style, then this book should sit right next to it on your book shelf. Mollerup includes a comprehensive taxonomy on logotypes and logograms. There are some great tidbits on the creation of different marks. And he discusses how culture plays a key role in the adaption of marks world wide.
Reviewed by Margaret McCullough:
This book is not only a visual treat for the eyes but also brain food for the creative intellect. I originally purchased this book as an accompaniment to a course I took on the history of mark making. Unlike many books bought for academic use, this one has remained above my desk, significant for a book designer. It takes the reader through the origin and evolution of trademarks as well as some lovely tidbits about their creation and individual transformations over the years. Any dryness in the copy is more than made up for by this books elegance and format. A must have for any designer.
Reviewed by DesignMaven
The great feature of this book [is that] it discusses Semiotics and Semantics which are Essential and Integral in the Best Identities. e.g. SAUL BASS, PAUL RAND, LESTER BEALL, DON ERVIN, and the first 30 years of Lippincott & Margulies; Landor and Siegel & Gale.
However, current in the Seminal works of Pentagram and BrandEquity International (others). Unfortunatetly,Semiotics and Semantics are overlooked in the today's Identity Projects. Not taught in today's classroom.
Another strength of this book. It strives to accurately Identify the Original Creators of the Identity Design. If this book has a weakness. It is because it was not continued as a series.
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