GRAPHIC DESIGN

PUBLISHER
Standards Manual

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Hardcover, 11.75 x 11.5 in. / 317 pgs / 131 color / 6 bw.

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Catalog: FALL 2018 p. 67   

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List Price: $98.00 CDN $130.00

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BROWSE THE 2018 FALL CATALOG

From 'Led Zeppelin by Led Zeppelin' to 'The Swimming Pool in Photography' to 'Protest: The Aesthetics of Resistance,' with new monographs on Yayoi Kusama, Hilma af Klint, James Turrell and Jack Whitten, and announcing D.A.P. distribution for Glenstone Museum and SPBH Editions.

  

STANDARDS MANUAL

Identity: Chermayeff & Geismar & Haviv

Introduction by Alexandra Lange. Contribution by Milton Glaser. Interviews by Roman Mars, John Maeda.

Featured spread is from 'Identity: Chermayeff & Geismar & Haviv.'

The NBC peacock, the PBS faces, the red Mobil O, the Smithsonian sun: Chermayeff & Geismar & Haviv created some of America's best-known logos

Seminal New York design firm Chermayeff & Geismar & Haviv, founded by Tom Geismar and Ivan Chermayeff, has designed countless brand logos that have become indelible parts of American visual culture: the Chase Bank octagon, the NBC peacock, the PBS faces, the red Mobil O, the Smithsonian sun and many more. Still at the forefront today with the addition of partner Sagi Haviv, the firm has more recently designed logos and identities for the Library of Congress and Harvard University Press.

Instead of consolidating a signature style in their design, Chermayeff & Geismar & Haviv focused on creating immediately legible, memorable identities for their clients. "Our trademark designs can be seen as eclectic because they take many forms and are expressed in many styles," admits Tom Geismar. "But they are deliberately this way because each has been designed to provide a distinctive, memorable and appropriate visual expression of the organization it represents."

Identity: Chermayeff & Geismar & Haviv presents 60 years of the firm's work in a gorgeous, oversized volume, featuring interviews with the firm's partners alongside contributions from Alexandra Lange, Milton Glaser, John Maeda and Roman Mars. The cover, designed by the partners, is a work of art in its own right—a new design constructed out of the firm's 30 most influential logos, silkscreened on a textured canvas cover.

Tom Geismar (born 1931) and Ivan Chermayeff (1932–2017) founded Chermayeff & Geismar in 1957, pioneering the field of corporate graphics with their bold designs. Sagi Haviv (born 1974) became the third partner at the firm in 2006. Before his death, Chermayeff was involved, along with the other partners, in this publication's design and development.


Featured spread is from 'Identity: Chermayeff & Geismar & Haviv.'

Identity: Chermayeff & Geismar & Haviv

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FROM THE ARTBOOK BLOG

CORY REYNOLDS | DATE 7/31/2018

Identity: Chermayeff & Geismar & Haviv

Identity: Chermayeff & Geismar & Haviv

Featured spreads, showing treatments of the Mobil Oil logo and identity, originally designed in 1964, are reproduced from Identity: Chermayeff & Geismar & Haviv, published by Standards Manual. "We try to really get down to the basic thing, a basic mark that can identify whatever the institution is that we're identifying in a clear way," Tom Geismar is quoted. "And we have three basic criteria. One is that it be appropriate—that is, you would do something for a sports team that would be quite different from something you'd do for a bank, for example. It should be appropriate to the client and to what they do. The second one would be that it be distinctive, that you can see it, you can remember it, you can recognize it, maybe you can doodle it quickly after having seen it a couple of times—that it will stand out and be recognized. And then the third thing is just that it works in all kinds of sizes, different materials and so on, if that's appropriate, and it often is. So if it can meet those three criteria, then we're doing pretty well." continue to blog


FROM THE ARTBOOK BLOG

CORY REYNOLDS | DATE 7/30/2018

Identity: Six decades of logo design by Chermayeff & Geismar & Haviv

Identity: Six decades of logo design by Chermayeff & Geismar & Haviv

Featured here are two spreads from Identity: Chermayeff & Geismar & Haviv, the newest offering from Standards Manual, collecting six decades of work by the firm that came up with iconic logo designs for some of the biggest and best-known brands of the twentieth century, including NBC (1986) and Pan Am (1971), as seen here. Other clients include Mobil Oil, PBS, Chase Bank, NYU, National Geographic, The Museum of Modern Art, New York, Barney's, Xerox, the EPA and NASA. "A logo is not a piece of communication," Sagi Haviv is quoted. "A logo is identification. You have all your beautiful photography and messaging and advertising and marketing materials. Those are the communications. The logo is the period at the end of the sentence." continue to blog


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