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

Identify Basic Principles of identity design are the heart of this book, which documents the iconic trademarks of Chermayeff & Geismar. This digital PDF edition makes the complete first edition text available for instant download.

The book presents the ideas behind some of the most recognizable symbols in American visual culture. From Chase Manhattan Bank to Mobil Oil, it shows how simple shapes and clear colors create enduring marks.

Book Overview

Identify, written by Ivan Chermayeff, Tom Geismar, and Sagi Haviv, sets out the basic principles of identity design through a curated collection of landmark trademarks. The book features identity projects for major corporations, cultural institutions, universities, and public organizations. It was first published in 2011 by Print Publishing, an imprint of F+W Media, Inc.

What You’ll Discover Inside

• The basic principles behind identity design and the creation of lasting trademarks.
• A broad range of Chermayeff & Geismar trademarks, including Chase Manhattan Bank, Mobil Oil, National Geographic, PBS, and The Museum of Modern Art.
• Project examples from museums, aquariums, universities, and public institutions.
• The design thinking behind simple, clear symbols that communicate across cultures and eras.
• A preface that reflects on the social and cultural presence of these iconic logos.

Why This Book Matters

Chermayeff & Geismar helped shape the visual language of American institutions. The preface describes their logos as omnipresent, dominant, and always in the background. Identify matters because it documents how a design firm’s principles became part of the wider cultural landscape.

Book Details

Device Compatibility

This is a digital PDF download. No physical book will be shipped. After your purchase, the file will be available for download to your computer, tablet, or mobile device. It can be read with PDF-compatible applications on Kindle Fire, iPad, Android devices, and desktop operating systems.

FAQ

How do I get my download?
Your PDF is available immediately after purchase from the download page in your account.

Will I receive a physical book?
No. This is a digital edition and no physical copy is sent.

Which devices can I use?
The PDF works with standard PDF reader apps on desktop, tablet, and mobile devices.

Download Identify today and explore the principles behind some of the most enduring trademarks in modern design.

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