“Trademark design challenges us to use all the magic and intelligence at our command, all our skill, knowledge, vision, and ability, in the creation of a single, clear, direct image that will embody the character and aspirations of the organizations that come to us in search of identity.”
This quote was taken from the Chermayeff & Geismar & Haviv website perfectly summarising why logo’s are important for a business from a graphic design perspective.
There are fewer well know logo designers in the world of branding and graphic design then Chermayeff & Geismar & Haviv (C&G&H) formally know as Chermayeff & Geismar a design firm based out of new york, founded in 1957 by Ivan Chermayeff and Tom Geismar. In 2006 Sagi Haviv became the third partner of them firm hence then name change at the later date of 2013.
C&G&H were awarded the AIGA (American Institute of Graphic Arts) medal in 1979 and have gone on to win a number of other awards in the graphic sector.
The firm has designed many logos for large organisation such as Pan AM, Mobil Oil, PBS, National Geographic, Library of Congress and many, many more.
In 1964 the firm designed one of its most iconic designs, the Mobil logo, it has become a globally recognisable image. The simplicity of changing the letter O to a red burns the image into the brain making it standout more then just its previous all blue font predecessor. The letter O in the design is also used as imagery technique to suggest motion linking with the colour red which represents speed.
There Library of Congress work is another prime example of a stunning yet simplistic piece design. It captures the essence of a book as well as trying to incorporate the American flag with the wavy stripes to directly represent it as the nations library
Whether its typographic base design like the Mobil or picture based logos like the Library of Congress, all there work carries simplistic elements that are so effective at creating a sense of identity for the designated organisation.