I was really excited to read this book, as I find logos and their evolution quite fascinating, but I found the range of topics to be a bit shallow. The vast majority of logos were from corporate America or from car brands, which are interesting, but are not all that I wanted. Instead of presenting so many common companies (which most readers in the subject will likely be familiar with) the author could have boosted his credibility by broadening his scope to include less obvious companies or found some with more unique stories. I was also surprised not to see much representation from luxury brands, as many of these companies have long and fascinating histories that would make for great pieces. ( )