by Roman Mars
First published 2018
Roman Mars examines the legendary New York design firm Chermayeff & Geismar & Haviv and their creation of America's most recognizable corporate symbols. Founded in 1957 by Tom Geismar and Ivan Chermayeff, the firm deliberately avoided developing a house style, instead crafting distinct visual identities tailored to each client. Their portfolio spans six decades and includes the Chase Bank octagon, NBC's colorful bird symbol, PBS viewer faces, Mobil's crimson circle, and the Smithsonian's radiant emblem. Mars presents the firm's philosophy through partner interviews and expert commentary from design luminaries like Milton Glaser and John Maeda. The book showcases how three generations of designers approached corporate identity, from the original founders to current partner Sagi Haviv, who joined in 2006. Mars reveals the strategic thinking behind logos that became embedded in American visual culture, demonstrating how effective design balances memorability with appropriate representation of each organization's character.
Genres: history, art, business, non-fiction, technology, design
Vibes: informative, intimate, thought-provoking
Tropes: design-process, expert-commentary, historical-perspective
Setting: New York, America
Period: 1957, 2006, Six Decades
312 pages · Hardcover · Standards Manual