Identify

Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar

Tom Geismar, Sagi Haviv, Ivan Chermayeff

• Publisher: HOW Books
• Year: 2011
• eBook ISBN:
  9781440320477
• Topic: Design
• Subtopic: Design General

The NBC peacock. Chase Bank's blue octagon. Mobil Oil's arresting red O. PBS's poetic silhouettes of "Everyman."

Chermayeff & Geismar's visual identities are instantly recognizable by countless millions around the world (one identity--the official logo for the U.S. Bicentennial--even sits on Mars) and set the standard for what a successful trademark is.

In Identify, celebrated designers Tom Geismar and Ivan Chermayeff, and partner, rising star Sagi Haviv (called a "logo prodigy" by The New Yorker) open up their studio for the first time in the firm's 55-year history and reveal the creative process that lead to the firm's iconic visual identities, from the oldest (Chase Bank and Mobil Oil in the 1960s) to the more recent (Armani Exchange and the Library of Congress in the 2000s).

The team demonstrates how their approach to design has remained unaltered by cultural and technological change and is in fact more successful than ever in today's online and digital applications, due to the powerful simplicity that is the hallmark of the firm's work.

A showcase of some of the world's most famous and enduring trademarks, an account of how they came to be, and an unprecented insider's peek into a legendary branding and graphic design firm. Identify: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar unveils the thinking and the process behind identity design that works.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Preface
• Foreword
• Introduction
• Library of Congress
• National Broadcasting Company
• Armani Exchange
• 9 West 57th Street
• WGBH Channel 2
• WGBH Educational Foundation
• Chase Manhattan Bank
• Do@
• National Aquarium in Baltimore
• The Tennessee Aquarium
• Osaka Aquarium Kaiyukan
• Lisbon Aquarium
• New England Aquarium
• Showtime Networks
• Centro
• American Republic Insurance
• Brennan Center for Justice
• Barneys New York
• Public Broadcasting Service
• Nissay
• Turkish Leather Council
• Pera Museum
• Conservation International
• El Mall
• Alliance for Downtown New York
• Public Spaces NYC
• Hearst Corporation
• The Museum of Modern Art
• Mount Sinai
• CB Richard Ellis
• Factset Research Systems
• MacArthur Foundation
• Graphic Arts USA
• JFK Presidential Library and Museum
• RFK Center for Justice & Human Rights
• Women’s Tennis Association
• UNDP
• GF Business Equipment
• Environmental Protection Agency
• Owens-Illinois
• Rockefeller Center
• Best Products
• Kaya Group
• Merck & Co.
• Burlington Industries
• Old Chatham Sheepherding Company
• Scripps-Howard
• St.Joe Company
• Grey Advertising
• The Jewish Conversation
• The Electric Circus
• CASA
• Poets House
• Bank of Taipei
• Jonathan Rose Companies
• The New School
• MBTA
• Karsan Automotive
• Princeton University Press
• National Geographic
• New York University
• New Leaders
• SEW Infrastructure
• Museum of Contemporary Art, LA
• White House Conference on Children Young Audiences
• Big Apple Circus
• Univision
• Beehouse
• Dime Savings Bank of New York
• Harvard Maintenence
• Hirshhorn Museum
• Koç Holding
• Arçelik
• Aygaz
• Tüpras
• Opet Petroleum
• Rahmi M. Koç Industrial Museum
• Koç University
• HarperCollins Publishers
• Amesco
• The Parkhouse
• Screen Gems
• American Revolution Bicentennial
• MoMA 50th Anniversary
• Armani Exchange 20th Anniversary
• Milwaukee Institute of Art & Design
• Pilobolus Dance Theatre
• Shinsegae Corporation
• Xerox Corporation
• Pan American World Airways
• Smithsonian Institution
• Mobil Oil Corporation
• Index
• Acknowledgments