No logo

Introducing the Collins Modern Classics, a series featuring some of the most significant books of recent times, books that shed light on the human experience classics which will endure for generations to come. When No Logo was first published, it became an instant bestseller and international phenomenon. Its riveting exposé of the branded and corporate world in which we live became a rallying cry for rebellion and self-determination.

Engaging, humanising and inspiring, No Logo is a book that defined both a generation and its language of protest. Its analysis is as timely and powerful as ever.

If the world really is just one big global village, then the logo is its common language understood by - if not accessible to - everyone. In "No Logo", Klein undertakes a journey to the centre of a post-national planet. Starting with the brand's birth, as a means of bringing soul to mass marketing, she follows in the logo's wake and notes its increasing capacity for making the product subservient - a strategy reaching its apotheosis in brands such as Tommy Hilfiger, who actually produces nothing but lends his signature to a wardrobe of clothing statements made elsewhere.

Beyond this she reaches her core argument - the now uneasy struggle between corporate power and anti-corporate activism - via sweatshop labour, submerged identity and subversive action.