Symbols of America

Library Journal

Continuing the work begun by Stanley Sacharow in Symbols of Trade (Art Direction Book Company, 1982), Morgan presents a richly illustated history of trademarks as symbols of American business since the mid-19th century. The ``emphasis of the book is on symbols rather than words,'' and the author draws heavily upon the artwork of trademarks registered at the Patent and Trademark Commission in Washington, D.C., as well as on company histories and photographs. Morgan's work focuses both on the history of individual businesses and on the evolution of trademark design. It is divided into two parts, ``Visions of America'' and ``Symbols of Commerce,'' and covers a potpourri of topics, including patriotic symbols, snack food, medicine, and trade unions. A fascinating work, recommended for students of American advertising and of popular culture, for academic and larger public libraries. Louis Vyhnanek, Washington State Univ. Lib., Pullman