Tom Geismar is one of the most respected graphic designers, and is responsible for some of the world’s best known company logos.
Hearst Corporation logo, 2005
‘The decision on how to approach a logo design is very much determined by how we define the issues involved, including the name, the type of organization, how the name will be used, etc. For example, if you have a client with a short, distinctive name, perhaps a wordmark would be the best approach. In 2005 we took this approach with Hearst Corporation, which had a number of operating divisions that all used the Hearst name followed by a descriptive word, such as Hearst Magazines. So we developed a distinctive bold wordmark for Hearst and a contrasting type style for the generic descriptors that followed’
This quote really illustrates the importance of concidering how a company logo would be designed in reletion to the type of company it is to be designed for.
Chase Bank logo, 1961
Xerox Corporation logo, 1963
Mobil Oil Corporation logo, 1964
Some of Tom Geismar’s most recognizable designs are still in use fifty years later.