The design firm headed by Ivan Chermayeff, Tom Geismar, and Sagi Haviv specializing in visual identity and brand design, art in architecture, motion graphics and exhibit design. Responsible for hundreds of the most famous trademarks in the world such as Mobil Oil, Chase bank, PBS, Viacom, Showtime, National Geographic, NBC, Barneys New York, Univision, Xerox, Cornell and Brown universities, Museum of Modern Art, and many more.

Brennan Center

As part of our ongoing collaboration with the Brennan Center of Justice, we designed a cover for an anthology of essays, Solutions: American Leaders Speak Out on Criminal Justice, with contributions from William J. Clinton, Hillary Clinton, Ted Cruz, Marco Rubio, and Joseph R. Biden, among others.

For more information, please contact Chris Nutter at


The domestic appliance and consumer electronics giant Beko is a significant presence in the European and British markets, as well as around the Middle East and China—particularly among a younger demographic. Worldwide, a Beko-branded product is sold every two seconds. Beko came to Chermayeff & Geismar & Haviv in order to modernize and revitalize its visual identity.

The new Beko logotype is youthful and approachable, with an angled underscore that suggests energy and optimism. The blue color in the logo is a brighter shade of the navy blue that Beko has traditionally used. In 2014, Beko entered into a sponsorship agreement with FC Barcelona, one of the most famous soccer clubs in the world, and the new visual identity now appears on team jerseys and stadium signage through 2018.

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RatPac Entertainment, a partnership between Brett Ratner and James Packer, won a slate deal with Warner Bros. to co-finance 75 films between 2013 and 2017. Our firm was tasked with creating a logo for RatPac to appear along with the Warner Bros. logo as part of the films’ opening credits. Since, according to Director’s Guild rules, a director’s name must be the first proper name to appear in a film, it was essential to create a trademark that would remain distinctive and could act as a visual shorthand even without the RatPac name.

The design of the RatPac logo fuses together a capital R and P, representing the partnership in a strong, distinctive way. The simple form works well in the motion-graphic signatures required for cinema credits, while the bold overall mark can be easily reduced for digital and print applications. The new RatPac logo will also identify the various divisions of the new media brand: RatPac Documentary Films, RatPac Television, and RatPac Press.

 Motion graphics by Grand Jeté

For more information, please contact Chris Nutter at

Heart of Tea

Heart of Tea is an all-natural iced tea, created by a New York-based entrepreneur, Masoud Gerami. Chermayeff & Geismar & Haviv developed the vibrant visual identity for the brand, as well as the design of the bottles, labels, advertising, and website. A year after its launch, the tea brand has already become a fixture in major retail venues across the Northeast.

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National Design Award

Cooper-Hewitt and the Smithsonian Institution have announced that 2014's Lifetime Achievement National Design Award will go to Tom Geismar and Ivan Chermayeff. 

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Optimism Brewing

Optimism Brewing was founded by husband-and-wife entrepreneurs Troy Hakala and Gay Gilmore to be a more welcoming and approachable kind of craft beer. Most beer branding tends to be macho, stodgy, or snobbish—attributes that Troy and Gay wanted to avoid entirely. Their main location, a former auto dealership in Capitol Hill, Seattle to be redesigned by renowned architect Thomas Kundig, will feature all of their regular and seasonal beers on tap, while they also look to expand the brand’s footprint in retail sales.
In response to Gay and Troy’s vision, Chermayeff & Geismar & Haviv designed a bold visual identity that suggests lightness and positive feeling. The Optimism bubbles look unlike any other beer visual identity and will work in the many different applications that Troy and Gay will need in the years to come.

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Until late 2012, the familiar Avery office and consumer products were produced by the consumer-facing division of Avery Dennison Corporation. Then in early 2013, CCL Industries purchased the division and named it Avery Products Corporation.
While Avery Dennison continues to use the red paperclip triangle designed by Saul Bass in 1975, Avery Products Corporation needed a revised visual identity to clearly distinguish it from Avery Dennison and to signal a fresh start to the 78 year-old brand.
The challenge was to find a way to distinguish the “Avery” brand without losing the considerable equity of its strong name and recognition. A tilted red square was a way to make the wordmark distinctive and was also a nod to the way that Avery had been using the historic Bass mark.
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Founded in 1858, Bemis Company, Inc. is a Fortune 500 company that manufactures flexible packaging and pressure-sensitive materials for major food, consumer products, and healthcare companies around the world. By 2013, Bemis operated 10 decentralized divisions, each of which used its own visual identity and name, some incorporating the name Bemis into their identities and others not.

Chermayeff & Geismar & Haviv’s task was therefore twofold: to design a modern trademark for the Bemis masterbrand, and to create a visual identity system that would enable a more unified Bemis brand architecture. The new trademark captures Bemis’s essence as a material-science company, evoking an atomic model, flexible material, the idea of enclosure, and multiple units coming together.  


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Unflagging Commitment

The NYC Landmarks50 Alliance and Sotheby’s invited Ivan Chermayeff to contribute to its benefit auction an artwork that re-imagines the city’s flag for the 21st century. Read an article about the event here.

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For decades, Minneapolis-St. Paul residents have relied on the insurance and healthcare facilities of HealthPartners. In the face of a changing healthcare industry, HealthPartners has combined with other Twin Cities providers, including Park Nicollet, another major healthcare nonprofit in the area. A new symbol and graphic system will tie together a range of hospitals and other facilities.

The new HealthPartners identity emphasizes partnership, resonates with the visual history of both HealthPartners and Park Nicollet, and is flexible enough to accommodate a complex brand architecture.

The symbol suggests the relationship of care, with the patients and members in the center. The existing typography was retained in large part because one typeface—Sabon—had coincidentally been used for both HealthPartners and Park Nicollet; the decision will save millions of dollars in signage around the Twin Cities.

Motion graphics produced by Thornberg & Forester.


For more information, please contact Chris Nutter at