Southern Poverty Law Center
The Southern Poverty Law Center came to Chermayeff & Geismar & Haviv in search of a more modern identity and a stronger brand identification with its numerous high-profile projects and programs around the country. The firm designed a mark featuring a highly simplified set of scales to symbolize justice, the ideal that motivates all of the Center’s activities. Part of Chermayeff & Geismar & Haviv’s recommendation was to integrate the abbreviation SPLC into the identity as a recognizable shorthand. The new identity was launched in early 2009.