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In graphic design, crafting the logo of a distinguished company is the profession’s Holy Grail, not just because of the ubiquitous visibility this entails, but also because of what is at stake: a logo should represent who the company is, embody its characteristics and summarize its identity, all in one single design gesture that should both fit in a business card and look good in a building’s façade. Nowhere is this more evident than in the outstanding work of American graphic designers Ivan Chermayeff and Tom Geismar, whose partnership, the longest running in the business as it celebrates its 60th anniversary in 2017, has left an indelible mark on the visual landscape of America. Founded in 1957 in New York by Ivan Chermayeff and Tom Geismar, the company, which was renamed Chermayeff & Geismar & Haviv in 2013 - a nod to designer and partner Sagi Haviv who had joined ten years earlier - has been a pioneering force in American graphic design with some of the most iconic logos under its belt: NBC’s colourful peacock, National Geographic’s distinctive yellow frame, Mobil Oil’s eye-catching red O, PanAm’s pared-down globe and many more. 
Video of 60 Years of Logos: Chermayeff and Geismar 60 Years of Logos: Chermayeff and Geismar VIDEO CREDITS Client: AIGA Presented by: AIGA Design Archives Production Company: Dress Code Director: Dan Covert Executive Producer: Brad Edelstein Head of Production: Tara Rose Stromberg Cinematography: Andre Andreev Production Cordinator: Nick Stromberg Edit: Mike Cook, Dan Covert Color: Mike Cook Music + Sound Design: YouTooCanWoo On Set Sound: Matteo Liberatore Images and Special Thanks: Chermayeff and Geismar This project is supported in part by an award from the National Endowment for the Arts. We thank them for their help towards the AIGA archives and special collections. After a few years of designing record albums, company magazines and packaging lines, the watershed moment came in 1960 when David Rockefeller asked Chermayeff and Geismar to create a new logo for Chase Bank, then the second largest bank in America. Eschewing a figurative design as was historically customary, instead the designers drew an abstract, symbolic shape, both simple and memorable, which is still in use today. “You may not be able to draw it”, as Chermayeff has said, “but when you see it, you know you’ve seen it before.” The company went on to design a plethora of emblematic visual identities for corporate, retail, media, institutional and public entities such as Merck Pharmaceuticals, Hearst, Armani Exchange, Barneys New York, Showtime, PBS, MOCA, MOMA, the Smithsonian Institute, Library of Congress and the Environmental Protection Agency, all of which have become an integral part of American culture. Their logos may seem simple, but as Geismar claims, they are the product of a painstaking “process of investigation, creativity and politic |
