An Interview with Sagi Haviv

Chermayeff & Geismar, the iconic logo design firm, has given us some of the most memorable identities including Chase Bank, NBC, Merck, PBS, and Showtime. Partner Sagi Haviv provides incredibly honest and insightful answers in an interview with LogoDesignLove. I selected some excerpts but please check out the full interview at the link below.

"A good client treats you like a doctor, and therefore defers to your expertise, which ensures a good result. A bad client wants to focus-group your designs."

In response to: How would you describe a good client? A bad client?

"For a logo to work — and work for a long time — it must be simple. We also remind our clients that a logo is not the totality of the communications of the company..."

In response to: In this day and age of super loud, busy visuals, how do you convince a client to go with something of the Chermayeff & Geismar tradition?

"I certainly have an attraction to visuals. Perhaps that’s genetics. But I think the passion I have for my profession is not so much about graphic design as it is about problem-solving."

In response to: What is it about graphic design that attracted you and made it your life’s work/passion?

(Full Interview at LogoDesignLove)