Semiotics and Identity: A Critical Analysis of Per Mollerup’s Marks of Excellence
Mollerup, P. (2019). Marks of excellence: The history and taxonomy of trademarks (2nd ed.). Phaidon.
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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. Semiotics and Identity: A Critical Analysis of Per
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. The core feature of Marks of Excellence is
Mollerup divides trademarks into two main groups: