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Design Category
Book design, 2000
Design firm
Chermayeff & Geismar Inc. (New York, New York)
Collection
(2001) 50 Books/50 Covers of 2000
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The challenge in designing our own trademarks book was to get it done in between all our client-related projects. It forced us to digitize all trademarks designed between 1960 and approximately 1989. The trick was to make it a real project and stay with it, editing out the not-so-important marks, adding new ones and staying within the page count established. The most interesting aspect of the book is that we intentionally left out the date for each project. Although the trademarks are organized chronologically by decade, we wanted to make the point that our trademarks are timeless. We tried to match with a four-color process the precise original color for each identity. However, we discovered in the last round of proofs that the printer in Hong Kong was using different inks for CMYK than we do here in the U.S, which changed all our specified tint percentages.