99% Invisible Making a Mark: Visual Identity with Tom Geismar
36 snips
Feb 13, 2018 Tom Geismar, a driving force in design and graphic identity, discusses the creation of iconic logos like Chase Bank. The podcast explores logo options, client guidance, and the evolution of visual identities. It also previews a new show called 'Love' and delves into app icons and visual identity's impact on brand recognition.
AI Snips
Chapters
Transcript
Episode notes
Skepticism Turns Into Ownership
- Tom Geismar describes winning over skeptical Chase executives who initially disliked his abstract mark.
- Within months chairman John McCloy was wearing the symbol on a tie, cufflinks, and a lapel pin.
Design For Reproducibility And Scale
- Design marks to be bold, reproducible, and legible at small sizes and in black-and-white.
- Ensure they work across media like newspapers, TV, letterheads, and small reproductions.
Logos Gain Meaning From Reputation
- Geismar observes people judge marks by the institution they represent rather than intrinsic graphic quality.
- A well-loved company makes its mark feel successful, regardless of design pedigree.