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.

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.

For more information, please contact Chris Nutter at

Kehinde Wiley: An Economy of Grace

Known for his larger-than-life portraits of young African-American men, New York-based visual artist Kehinde Wiley’s most recent project—a series of classical portraits of African-American women—is the subject of Kehinde Wiley: An Economy of Grace, a film by Show of Force. The film has won the Goethe Reel Audience Director Award at the Reel Artists Film Festival in Toronto, and Best Short Documentary Film at South by Southwest in Austin. Chermayeff & Geismar & Haviv created this poster to promote the film.

For more information, please contact Chris Nutter at


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.
For more information, please contact Chris Nutter at


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.  


For more information, please contact Chris Nutter at

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.

For more information, please contact Chris Nutter at


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.


For more information, please contact Chris Nutter at

University of New Hampshire

The previous logo for the University of New Hampshire featured the clock tower of its original campus in Durham. University officials were convinced that not only did the mark not work in all the digital applications needed for a logo today, but also that the clock tower was too specific to Durham and did not represent the campuses in Concord or Manchester.

Chermayeff & Geismar & Haviv designed this bold, modern shield, which features the university’s traditional colors of blue and white and puts the focus firmly on the NH—thus reaffirming the university as the flagship public institution of New Hampshire.


For more information, please contact Chris Nutter at

Founded by the entrepreneur who created 1-800-CONTACTS and streamlined the contact lens delivery business, is a leading online destination for eyeglass shopping. developed a revolutionary app, which constructs a digital 3D model of each customer’s face, allowing users to virtually “try on” hundreds of different frames instantly.

The brand needed to connote style, elegance, and fun. The new wordmark works with the app and is appropriate to the luxury brands offered.

For more information, please contact Chris Nutter at


For the last 40 years, Rare has worked with communities around the world to tackle environmental problems with locally led solutions. Their goal is to inspire people to become proud, careful managers of their local natural resources.

Their most important visual identity challenge was that the existing logo—the word “Rare” with a wave under the letters—didn’t help the organization to clarify its ambiguous name. Although short and easy to pronounce, the four-letter name always prompted questions for the organization’s employees and leaders. In Rare’s past, the initials had stood for “Rare Animals Relief Effort,” but since that was no longer their mission, the acronym had faded away.

The new Rare visual identity is a lively combination of four bold and clearly understood icons: a drop of water, a leaf, a human head, and a fish. Taken together, they also represent food security, climate resilience and livelihood assurances—the interdependencies between people and nature. The new identity is friendly, modern, and approachable, while immediately situating the organization within the conservation realm.

For more information, please contact Chris Nutter at


Founded in Ulm, Germany in 1864, Magirus manufactures and outfits firefighting equipment and trucks. A trusted manufacturer and leader in innovation, Magirus invented and patented the first turntable ladder. For most of the 20th century, the brand has been owned by parent companies—first by Deutz, a German engine manufacturer, and since 1975, by Iveco, an Italian truck manufacturer. In 2012, with the permission of its holding company, Magirus decided to relaunch as an independent brand to solidify its market position as one of the finest quality firefighting equipment manufacturers in the world.

The new identity, an articulated M, suggests the ladders for which the company is known. It recalls elements of the historic Magirus-Deutz logo, which combined a stylized M with the sharp spire of the cathedral in Ulm where the company has been located for some 150 years. Both strong and elegant, this new mark can hold its own next to the chassis manufacturer logos and can be used everywhere to identify the independent Magirus brand and carry it into another century.


For more information, please contact Chris Nutter at