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

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(as of Dec 27, 2025 14:03:33 UTC – Details)

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.

ASIN ‏ : ‎ B005LH08M2
Publisher ‏ : ‎ HOW Books
Accessibility ‏ : ‎ Learn more
Publication date ‏ : ‎ October 3, 2011
Language ‏ : ‎ English
File size ‏ : ‎ 6.8 MB
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Not Enabled
Print length ‏ : ‎ 338 pages
ISBN-13 ‏ : ‎ 978-1440320477
Page Flip ‏ : ‎ Enabled
Best Sellers Rank: #1,686,806 in Kindle Store (See Top 100 in Kindle Store) #227 in Graphic Arts #349 in Branding & Logo Design #1,860 in Design (Kindle Store)
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