The history and taxonomy of trademarks

Modern trademarks have evolved from the need and desire for social identification on the part of the individual or group.
Early trademarks were used to identify the social identification (who is this?), ownership (who owns this?) and origin (who made this?).
Some of the early example of trademarks include:

• Heraldry 
• Monograms 
• Branding
• Ear marks 
• Farm marks
• Ceramic marks
• Stonemason's marks
• Hallmarks
• Printers' marks
• Watermarks
• Furniture marks

Kinds of identification- A trademark can provide identification in at least ten different ways:

• Uniqueness
• Value
• Holding power
• Description
• Association
• Reputation
• Discretion
• Repetition

Shannon and Weaver identified that the communication between those receiving the message and those releasing it was important. When someone releases their trademark they have certain ideas they want to convey. Shannon and Weaver identified that there can be problems within this and defined three levels of communication problems with three questions:

• Level A- How accurately can the symbols of communication be transmitted? (The Technical Problem)
• Level B- How precisely do the transmitted symbol convey the desired meaning? (The Semantic Problem)
• Level C- How effectively does the received meaning affect conduct in the desired way? (The Effectiveness Problem)

Louis Sullivan's dictum 'form follows function' should apply to trademarks. The double task of a trademark is to allow immediate identification while evoking the important values of the marked organisation or product. To fulfil these basic requirements in an acceptable way, other more detailed requirements must be met. Some of these requirements may conflict with each other whilst others are still up for debate:

• Visibility
• Application
• Competition
• Legal protection
• Simplicity 
• Attention value
• Decency 
• Colour reproduction
• Black and white reproduction
• Vehicles
• Holding power
• Description
• Tone of voice
• Fashionability
• Timelessness
• Graphic excellence
• 'Buy-me'
• A trademark as a trademark
• Film/television 
• Three-dimensionally
• Pronunciation
• Nonverbal sounds
• Discretion
• Likability 

Some popular motifs used in trademarks:

• Animals  
• Arrows
• Birds
• Botanical motifs
• Buildings
• Crosses
• Crowns
• Dogs
• Eyes 

and so many more...

These are just some very simple notes taken from the book 'Marks of Excellence' by Per Mollerup