The revised and expanded edition of 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 the role of trademarks in branding 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. 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 the time and across the boundaries of languagem and space. This section also provides new coverage of the increasing role of trademarks in experience branding - for example, musicals, movies and sporting events - as well as in the presentation and marketing of places. This edition is packed with nearly 500 new illustrations of both rare and instantly recognizable trademarks, logos, signs, advertisements, and the images that inspired them, bringing the title right upto date [from the book cover].

Contents
Introduction;
History;
Branding;
Communication;
Taxonomy;
Motifs;
Development;
Notes, bibliography and index.