urn:taro:utexas.cah.03098 A Guide to the Chermayeff & Geismar Records, 1963-1997 Original EAD encoding by Nicole Hollon according to TARO 2 EAD 2002 Editing Instructions. October 2011 Finding aid written in English. Descriptive Summary Chermayeff & Geismar Chermayeff & Geismar Records 1963-1997 Materials are written in English. 2005-236 10 ft., 10 in. Dolph Briscoe Center for American History, The University of Texas at Austin The Chermayeff and Geismar Records consist of design materials created by the Chermayeff and Geismar design firm for Mobil Corporation from 1963 to 1998. The majority of the materials was created in the 1970s and 1980s and demonstrates the level of detail involved in creating a pervasive corporate identity. Included in the collection are posters, fine art slides, 3-D memorabilia, correspondence, periodicals, blueprints, print advertisements, books, brochures, pamphlets, product labels, instructional manuals, photographs, font mock-ups, and signs. Historical Note

Chermayeff and Geismar is a New York City design firm established in 1958. Led by Ivan Chermayeff and Thomas Geismar, the firm was one of the first to streamline the design process and create cohesive corporate identities for their clients. The firm’s work for large corporations now defines corporate design of the second half of the 20th century.

Chermayeff and Geismar has partnered with PanAm, NBC, PBS, Chase Bank, National Geographic, Barneys New York, Xerox, National Geographic, Mobil Oil Corporation, and other global businesses. Included in their work are such ubiquitous symbols as the NBC peacock and the Chase Bank logo. Later work includes a partnership with Armani Exchange and the redesign of the Library of Congress logo.

The firm’s long-standing relationship with Mobil resulted in a corporate identity program known for its consistency and high standards. All elements of the company, including corporate facilities, stations, lettering, products, advertisements, sponsorship, and periodicals were envisioned through Chermayeff and Geismar’s design sensibilities. The aim of this pursuit was to make Mobil “look like the best-run oil company in the world.”

Highlights of Chermayeff and Geismar's work for Mobil include the Mobil logo with the iconic red "O," visionary gas station design, adaptation of the Pegasus logo, and the selection of Mobil's fine art collection. Chermayeff and Geismar’s relationship with Mobil lasted from 1963 to 1998.

Sources:

Herrera, P., Lightbown, M.J., & McQuade, W. (1967). The graphic art of corporate image. Fortune, July, 127-130.

Wide Eye Creative (2011). Chermayeff & Geismar. Retrieved from http://www.cgstudionyc.com/

 Scope and Contents

The Chermayeff and Geismar Records consist of design materials created by the Chermayeff and Geismar design firm for Mobil Corporation from 1963 to 1998. The majority of the materials was created in the 1970s and 1980s and demonstrates the level of detail involved in creating a pervasive corporate identity. Included in the collection are posters, fine art slides, 3-D memorabilia, correspondence, periodicals, blueprints, print advertisements, books, brochures, pamphlets, product labels, instructional manuals, photographs, font mock-ups, and signs.

The records illustrate Chermayeff and Geismar's work for cultural organizations supported by Mobil (notably large-format posters advertising cultural events), gas station layout and design, advertising, corporate headquarters and vehicle design, Mobil's corporate art collection, articles pertaining to Mobil's identity work, packaging design, and general corporate identity information. These records were maintained by Chermayeff and Geismar in their corporate headquarters located in Manhattan and donated in 2005. They are arranged into record series by design type: Architectural Design, Identity, Packaging, Advertising, and Print.

Arrangement

The papers are arranged into five series:

I. Architectural Design II. Identity III. Packaging IV. Advertising V. Print

Access Restrictions

This collection is open for research use.

 Index Terms Subjects (Persons) Chermayeff, Ivan. Geismar, Thomas H. Warner, Rawleigh. Subjects (Organizations) Chermayeff & Geismar Mobil Corporation Socony Mobil Oil Company Subjects Graphic Design (Typography) Design--History--20th Century. Corporate image. Packaging--Design. Corporations, American--History. Preferred Citation

Chermayeff & Geismar Records, 1963-1997, Dolph Briscoe Center for American History, The University of Texas at Austin.

 Related Material

See also ExxonMobil Historical Collection, 1790-2004.

 Processing Information

This collection was processed by Nicole Hollon, October 2011.

 Detailed Description of the Papers Architectural Design, 1963-1994 4K849 Metal Old Price Signs, ca. 1982-1984 4K849 Mobil Retail Outlets Configurations Manual, ca. 1985 4K849 ID Signs, 1966-1988 4K849 Current Price Signs, 1976-1991 4K849 Miscellaneous Signs and Symbols, 1975-1991 4K849 Interior Signs, ca.1973-1982 4K849 External Signs, ca.1976-1988 4K849 Mobil la station Pégase 21, 1986 4K849 Mobil Aspetto Coordinato del Punto Vendita, 1984 4K849 Mobil Planned Merchandising, 1984 4K849 Truck signage, undated 4K849 Prototype for Service Stations, 1967 4K846 Japanese Station Photos, 1963 4K846 Planned Merchandising, 1970s 4K846 Launch and opening materials, 1980s 4K846 Sign blueprints, 1960s-1970s 4K846 Sign blueprints, 1980s 4K846 Pegasus 21, 1980s 4K846 Mobil Retail Outlet Standards Manual, undated 4K846 International Service Station Design Manual, 1969 4K846 Station photographs, 1994 4K846 Mobil Trademarks for Advertising, 1967 4K846 L.A.H. program, 1979 4K846 Mobil Retail Outlet Configurations Manual, 1980 4K846 Retail Design and Graphics Guidelines, 1994 4K846 Mobil standards booklets, ca. 1960s-1970s 4K846 Painting Service Stations, 1965 4K846 Convenience Store Program, 1979 4K846 Mobil Research & Development Corporation, 1969 4K846 Point-of-Purchase Sales Aids, ca. 1994 2W126 Mobil Joliet refinery pictures, undated 2W126 Pictures of Mobil Oil trucks, undated 2W126 Mobil jet photos, undated 2W126 Photo of gas station model, undated 2W126 Pegasus 21-GS guide, undated 2W126 Pump decals, undated 2W126 Full size lettering samples, 1970 2W124 Mobil Pump Signs, undated 2W115 Color control samples [plastic for Mobil signs], 1986-1988 2.B12/MC 1.10 Gas station signage blueprints, 1971-1983 2.B12/MC 1.10 Photographs [Mobil stations] (3 oversize prints), undated 2.B12/MC 1.10 Blueprints, Plans, ca. 1973-1978 Identity, 1966-1997 4K843 Global Positioning Project, undated 4K843 Mobil Binder w/ Various Bulletins, ca. 1970s-1983 4K843 Mobil Graphics Standards Manual, ca. 1976 4K843 Mobil Graphics: Coordinators Desk Reference, ca. 1979 4K843 Brand Identity Packet, 1997 4K843 Graphics Overview brochures, undated 4K843 Mobil Graphics publications, 1971-1979 4K843 Mobil Graphics Standards-an overview, undated 4K843 Mobil Brand Identity, ca. 1990s 4K843 Graphics Standards Manual, undated 4K843 The Brand booklets (various languages), undated 4K852 Mobil Communications Professionals Reference Guides, ca. 1997 4K852 Positioning Launch Kit, ca. 1990s 4K852 Binders, undated 2W126 Mobil design standards poster, ca. 1966 2W126 Articles about graphic art and corporate image, 1967 Packaging, 1982-1994 4K849 Delvac line expanded, 1983 4K849 Mobil Premier Poly, undated 4K849 Mobil Packaging Manual Vol. 2 with correspondence, ca. 1982,1985 4K849 Mobil Packaging Manual Vol. 1, ca. 1988-1994 4K849 Product photos and adhesives, undated 4K849 Product slides, undated 2.227W/368 [LSF] Container Samples [26 items], undated 2.227W/369 [LSF] Container Samples [13 items], undated 2.227W/370 [LSF] Container Samples [15 items], undated 2.27W/371 [LSF] Container Samples [11 items], undated 2W126 Product labels, undated Advertising, 1960s-1996 4K844 Mobil Showcase, 4K844 Agatha Christie's The Seven Dials Mystery publicity materials, undated 4K844 The Ten Who Dared, 1976-1977 4K844 Edward the King, 1979 4K844 The Entertainer, 1976 4K844 Edward & Mrs. Simpson, 1978 4K844 Mobil Showcase folders, undated 4K844 Queen of the Stardust Ballroom, 1976 4K844 Why Didn't They Ask Evans?, undated 4K844 Churchill and the Generals, undated 4K844 Mobil-sponsored civic events, ca. 1970s-1980s 4K844 Mobil-sponsored PBS television, 1970s-1990s 4K844 PBS Life on Earth, 1970s 4K844 David Attenborough, A Portrait of the Earth, undated 4K845 The Pegasus Prize for Literature, 1980s 4K845 Mobil Masterpiece Theatre invitations, undated 4K845 Various Mobil Masterpiece Theatre program materials, 1970s 4K845 Mobil Masterpiece Theatre Anniversaries, 1980-1991 4K845 Mobil Masterpiece Theatre folders, undated 4K845 Posters Made Possible pamphlets, 1988 4K845 A Murder of Quality VHS Sleeves, 1991 4K845 Mobil Grand Prix, 1988 4K845 Small promotional cards, undated 4K845 As of October 1, undated 4K848 Mobilgear 600 Series, undated 4K848 Mobil Steam Turbine Program, undated 4K848 Newspaper and magazine ads, 1960s-1990s 4K848 Mobil Colonnade, 1980s 4K848 Advertisement cards, undated 4K848 Edward the King wooden box, ca. 1979 4K848 Edward and Mrs. Simpson promotional materials box, ca. 1978 4K848 Mobil Showcase When Havoc Struck and Between the Wars promotional materials boxes, 1978 4K840 Lord Mountbatten The Last Viceroy paperweight, 4K840 PBS Life on Earth paperweight, 4K840 James Clavell's The Children's Story paperweight, 4K840 Two by Forsyth paperweight, 4K840 Danger UXB paperweight, 4K840 Edward & Mrs. Simpson paperweight, 4K840 The Last Place on Earth paperweight, 4K840 A Town Like Alice paperweight, 4K840 Edward the King: Monarch Among Men book, 4K840 Edward the King: Prince of Hearts book, 4K840 The Mayor of Casterbridge by Thomas Hardy book, 2W126 Oversize advertisements, ca. 1970-1996 2.B12/MC 1.10 Posters (117), 1970s-1990s Print, 1960s-1990s 4K847 Cover Samples, undated 4K847 Paint Samples, 1960s-1990s 4K847 The Mobil Comet, ca. 1963 4K847 Informational pamphlets, ca. 1980s 4K847 Mobil journals and magazines, 1960s-1990s 4K847 Marketing Highlights, ca. 1980s 4K847 Welcome to Mobil, undated 4K847 Mobil Benefit Plans, undated 4K847 Mobil Communities, 1970s-1980s 4K847 Leadership Into the 90s, 1988 4K847 Calendars, 1980-1982 4K847 Templates and document formatting, 1970s-1980s 4K847 Annual Reports, 1960s-1990s 4K847 Lettering standards, ca. 1970s-1980s 4K847 Mobil: the Second Century, 1966 4K847 Protective Coating Systems, 1974 4K847 Guía de Servicio, 1966 4K847 Mobil Chemical, undated 4K847 Mobilmet Manual, 1970 4K847 Foreign language publications, 1970s-1980s 4K847 L.P. Gas Advertising and Sales Promotion, ca. 1970s 4K847 Real Estate Services, 1980s 4K847 Mobil 1 Winning Around the World, 1980s 2W126 Mobil Travel Guides, 1969 2W126 Mobil World magazine clippings, ca. 1968-1981 2W126 Mobil Happenings magazine, 1986-1991 2W126 Quick Lube Times, 1990s 2W126 Mobil World Magazine, 1966-1995 2W126 Mobil 1973 calendar, 2W126 Letraset instant lettering, undated Corporate Art, 1970s-1980s 4K850 Fine art slides-Joseph Richards, 1980s 4K850 Fine art prints, slides, miscellaneous, 1970s-1990s 4K850 Photography for corporate facility, undated 4K850 Fine art slides, 1970s-1990s 4K851 Fine art slides, 1970s-1990s 4K851 Artists-in-Residence slides, 1980-1981 4K851 Fine art color transparencies, ca. 1970s-1980s 4K851 Mobil art pamphlets and booklets, ca. 1970s-1980s 4K851 Joseph Koudelka artwork, ca. 1970s-1980s 4K851 Arte Popular Mexicano book, 1987 4K851 Sammlung Mobil book, 1983 4K851 Across the Board magazine, 1985 2W125 Flying Red "O" model, 4K841 Flying Red "O" model,