In the world of logo-making, an abstract shape like a circle can stand for anything from inner strength to global reach. On the representational side of things, it's hard to beat the simplicity and appeal of Apple's silhouetted apple. (During the design process, early versions, without the bite taken out, were deemed to look more like cherry tomatoes than apples.) Animals are also a popular theme, from Merrill Lynch's bull to Qantas's hopping kangaroo.

Here is a look at some symbols from the book, including case studies on the evolving logos of Shell and the New York Public Library.

The New York Public Library

The New York Public Library redesigned its logo in 2009, aiming for a simpler, more modern form. The final design was inspired by stained glass and Japanese woodcuts.

Shell

The origins of Shell lie in a small London shop that sold trinkets made of shells. Today's red-and-yellow palette, in imitation of the Spanish flag, dates back to 1915, when Shell opened service stations in California and wanted to reflect the state's connection with Spain.