There are, of course, good reasons to create a symbol as part of an identity program. We find that people are generally willing to learn as little as possible. Using a symbol as part of the logo means that there is an additional element that has to be learned. This is because visual identities work through familiarity, so any new visual element has to be learned first in order to be established. We advised that they did not need a symbol and turned down the job.Ĭreating a symbol can be a great design exercise, but we try to be very disciplined about only developing a symbol when there is a compelling strategic reason to do so. For over a decade, this international bank had been using a wordmark for their short four-letter name. Recently a big international bank came to us asking that we design a symbol for them, as Tom Geismar had done many years before for The Chase Manhattan Bank. In this blog series, Sagi Haviv discusses principles of identity design as they manifest in trademarks created by his firm, Chermayeff & Geismar & Haviv. Enter your work into the Regional Design Annual today for a chance to be spotlighted in the pages of our milestone annual issue.
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