The book traces the origins of human marking from ancient times to the modern era. Mollerup examines: : Heraldry, monograms, and tattoos.
The most celebrated and revolutionary section of Marks of Excellence is Mollerup's meticulously structured . Just as biologists classify animals into kingdoms, phyla, and species, Mollerup categorizes graphic marks based on their structural, geometric, and conceptual makeup.
: A detailed classification of logos by their visual form.
The core value of the book lies in its detailed classification system. Mollerup categorizes marks based on their form and function, breaking them down into categories like: Letterforms (e.g., IBM, Chanel).