Identify and over one million other books are available for Amazon Kindle. Learn more
  • List Price: $45.00
  • Save: $13.92 (31%)
FREE Shipping on orders over $35.
Only 6 left in stock (more on the way).
Ships from and sold by
Gift-wrap available.
Add to Cart
Want it Monday, April 21? Order within and choose One-Day Shipping at checkout. Details
FREE Shipping on orders over $35.
Used: Like New | Details
Sold by bookoutlet1
Condition: Used: Like New
Comment: fba item might have slight shelf wear
Add to Cart
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

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

See all 2 formats and editions Hide other formats and editions
Amazon Price New from Used from Collectible from
"Please retry"
"Please retry"
$6.88 $3.99

Frequently Bought Together

Identify: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar + Symbol + Designing Brand Identity: An Essential Guide for the Whole Branding Team
Price for all three: $81.78

Buy the selected items together


Shop the New Digital Design Bookstore
Check out the Digital Design Bookstore, a new hub for photographers, art directors, illustrators, web developers, and other creative individuals to find highly rated and highly relevant career resources. Shop books on web development and graphic design, or check out blog posts by authors and thought-leaders in the design industry. Shop now

Product Details

  • Hardcover: 256 pages
  • Publisher: HOW Books (October 31, 2011)
  • Language: English
  • ISBN-10: 1440310327
  • ISBN-13: 978-1440310324
  • Product Dimensions: 3.5 x 4.4 x 0.4 inches
  • Shipping Weight: 3.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #341,287 in Books (See Top 100 in Books)

Editorial Reviews


"Chermayeff & Geismar, one of America's most historic design firms, has touched so many businesses and institutions with its signature brand of graphic modernism that New York's streetscape wouldn't be as vibrant had it never formed over 50 years ago. It is impossible to walk down a midtown Manhattan sidewalk without seeing its logos, posters, shopping bags, and other commercial and cultural brand identities, like Chase Bank and Mobil Oil. Along with hundreds of other familiar graphic marks, the firm's individual and collective contributions are indelible signposts -- some are even landmarks."

--Steven Heller

"The firm of Chermayeff & Geismar has created some of the most memorable logos in the history of graphic design, including the NBC Peacock, Chase Bank's Blue Octagon, and (literally) hundreds of others. This book reveals the history and process of creating many of the world's most iconic marks."

--Debbie Millman

About the Author

Tom Geismar
Tom Geismar is a founding partner of Chermayeff & Geismar and widely considered a pioneer of American graphic design. During the past four decades he has designed more than a hundred corporate identity programs. His designs for Xerox, Chase Manhattan Bank, Best Products, Gemini Consulting, PBS, Univision, Rockefeller Center and, most notably, Mobil Oil have received worldwide acclaim.

Sagi Haviv
Sagi Haviv is a partner and designer at Chermayeff & Geismar. Among his numerous projects for the firm are the logo designs and identity systems for the Library of Congress, National Parks of New York Harbor, The John D. and Catherine C. MacArthur Foundation, Conservation International, and the fashion brand Armani Exchange. 

Ivan Chermayeff

A prolific designer, illustrator, and artist, Ivan has created memorable, iconic images for literally hundreds of clients. As a founding partner of Chermayeff & Geismar with Tom Geismar, he has played a significant role in establishing the firm's worldwide reputation. His trademarks, posters, publications and art installations for contemporary buildings are widely recognized and have received nearly every award bestowed by the profession, including gold medals from the American Institute of Graphic Arts and the Society of Illustrators.

More About the Authors

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

4.0 out of 5 stars
5 star
4 star
3 star
2 star
1 star
See the customer review
Share your thoughts with other customers

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Pat on February 14, 2012
Format: Hardcover Verified Purchase
This is a great book to keep as reference of corporate identity design. C&G are probably the best designers of their field, responsible for many outstanding brands. The only reason I don't rate it 5 stars is because I expected to see a little more of the construction of the most important brands, the method employed by the office to make the brand what it has become. We see just a few sketches, but not the actual work to turn it into reality.

All in all, it is a superb example of identity design, which can just make me feel jealous - or challenged, to reach at least 1/20th of what they have achieved as designers.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Product Images from Customers


What Other Items Do Customers Buy After Viewing This Item?