Per Mollerup's "Marks of Excellence: The History and Typology of Branding" is a seminal work on the subject of branding and logos. The book, first published in 1997, is considered a classic in the field of branding and has been widely acclaimed for its comprehensive and insightful exploration of the history and typology of branding.
A significant portion of the work is dedicated to sign theory and semiotics. Mollerup argues that a trademark is more than just a logo; it is a sign that must transcend barriers of language and geography. By applying semiotic principles, he demonstrates how design choices—such as shape, color, and form—convey specific connotations and build institutional identity. Per Mollerup Marks Of Excellence Pdf Download
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: A preview and detailed bibliographical information are available on Google Books . Mollerup argues that a trademark is more than