Video: How to Design a Logo

In this video, Sagi Haviv, a partner at design firm Chermayeff & Geismar, shows Bloomberg’s Businessweek the steps involved in designing a corporate brand image.

New York-based Chermayeff & Geismar, a branding and graphic design consultancy founded in 1957 by Yale graduates Ivan Chermayeff and Tom Geismar, is famous for having designed logos for such companies as Pan Am, Mobil Oil, PBS, Chase Bank, Barneys New York, The Museum of Modern Art, Xerox, Smithsonian Institution, NBC, Cornell University, National Geographic, and many others. Ivan Chermayeff and Thomas Geismar were awarded the AIGA Medal by the American Institute of Graphic Arts in 1979.

Sagi Haviv became the third partner at the firm in 2007. In 2008, Haviv, Chermayeff and Geismar released a new identity for the Library of Congress, and in 2009 redesigned the logo of the fashion brand Armani Exchange.

In recent years, the firm has created identities for the Kennedy Center Honors; Hearst Corporation, the Southern Poverty Law Center, The John D. and Catherine T. MacArthur Foundation, Conservation International, the Women’s Tennis Association and other major institutions.