This book is off my wish list and in my shopping cart.
“Tom Geismar is a founding partner of Chermayeff & Geismar and widely considered a pioneer of American graphic design. During the past four decades he has designed more than a hundred corporate identity programs. His designs for Xerox, Chase Manhattan Bank, Best Products, Gemini Consulting, PBS, Univision, Rockefeller Center and, most notably, Mobil Oil have received worldwide acclaim.
Though Chermayeff & Geismar may not be a household name, its logos are pervasive in every corner of the world. (One identity—the official logo for the U.S. Bicentennial—even sits on Mars). The firm’s visual identities are an integral part of American culture, and instantly recognizable by countless millions.
In Identify Haviv, Geismar and Chermayeff open their studio up for the first time in the firm’s 55-year history and reveal the inner workings of the production of 40 of the firm’s world famous trademarks, from the oldest (Chase Bank and Mobil Oil in the 1960s) to the more recent (Armani Exchange and Library of Congress in the 2000s).
A showcase of the world’s most famous trademarks; a first-time reveal of how they came to be; an examination of successful logo design written by the practitioners themselves; and an unprecedented industry insider’s peek into a legendary branding and graphic design firm, Identify: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismarunveils the true identity of identity design that works.”