Featured cases

2007


old logo

The brand does not need to be clearly “wrong” to benefit from rethinking and redesign. Board members of Princeton University Press merely thought “our graphic identity needed some sprucing up.” Happily its new Director, Peter Dougherty, found his way to Ivan Chermayeff and Tom Geismar, whose firm has as high a success ratio in great identity designs as any in the world. They helped ‘PUP’ define itself as “a scholarly press with a public face, a traditional Ivy League press with a face toward the future, a print publisher with an electronic presence, and American company active globally, and a partner of Princeton University.”

Dougherty adds that “We learned that properly used, [a logo] becomes a leadership tool. It means vision, and vision – an idea in service of a goal – can be represented visually. Chermayeff and Geismar attempted to capture our vision in the boldness and clarity of the graphics they incorporated in our logotype.”

The orange P symbol is indeed lively, clean, clear and clever too, in almost subliminally incorporating “PUP” in its composition. But the logo itself only begins to suggest the deeper impact of redesign (by masters) of this company’s visual presence, in all of its manifestations.

Design: Chermayeff & Geismar

Submitted by: Tony Spaeth, 11/03/2008
Status: Estimated by Tony Spaeth
Category: Publishing
Country (HQ): United States