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He Was Known as Jerry Berman

Posted on May 19, 2025May 19, 2025 By Hey You

This copy below, is only a part of the report as published in the Marin Inde­pen­dent Journal from April 23, 2025 to May 4, 2025.

You can read the full article by going here :Gerald Edward Berman

Jerry Berman

Birth: December 29,1937 Death: August 11, 2024

Gerald Edward Berman was a trail­blazing San Fran­cisco designer and art director whose creative vision shaped iconic local and national brands. After grad­u­ating from Lincoln High School, Berman enlisted in the Army Reserves. He then studied adver­tising design at City College of San Fran­cisco before attending the San Fran­cisco Academy of Art. Jerry Berman began his profes­sional journey as an assis­tant art director at a retail store before step­ping out on his own.

After a successful twenty-year adver­tising and design career under the banner of Jerry Berman Asso­ciates, he founded Sidjakov, Berman, and Gomez, with part­ners Nicholas Sidjakov and Flavio Gomez. In 1987 the firm was sold to WPP Group, the world’s largest marketing services organization.

Jerry then went to the San Fran­cisco Art Insti­tute to study painting. In 1993, he started Jerry Berman Creative Group special­izing in corpo­rate iden­tity, product devel­op­ment, pack­aging, and adver­tising concepts.

Berman’s career port­folio included: Amer­ican Pres­i­dent Lines, Rice-A-Roni, Columbus Meats, Levi’s, Anheuser Busch, Kraft General Foods, Ralston Purina, The Quaker Oats Company, Viacom, Xerox and Transamerica Corporation.

He also branded Columbia School of Broad­casting and rebranded White Wolf Vodka. And in 1983, his firm redesigned the SF Giants uniform.

Jerry was respon­sible for the brand pack­aging of Transamerica Pyramid. When the TransAmerica building was being built, in 1972, he came up with the barri­cade design around the construc­tion site. The barri­cades had peep­holes so passersby could observe the construc­tion. One of the peep­holes had a mirror behind it, so anyone who looked through it would see them­selves. He invented the slogan, ​“A San Fran­cisco land­mark since 1972.

Berman’s profes­sional notable mentions include New York Art Direc­tors’ Gold Medals, Amer­ican Insti­tute of Graphic Arts awards, an impres­sive number of Clios (oscars), and publi­ca­tions: Graphics, Commu­ni­ca­tion Arts, Print, Adver­tising Age, and Adweek.

Jerry created the iconic Haight Ashbury daisy poster overlay and collab­o­rated with Mayor Dianne Fein­stein in 1984 on a down­town stadium trade­mark design.

Published in: Marin Inde­pen­dent Journal from April 23, 2025 to May 4, 2025

— — — — — — — — — — — — — — — — — — — — -

I have looked back into some of San Francisco’s graphic arts publi­ca­tions of the ​’60-’70’s.

In 1970… when Bob Buechert was Pres­i­dent of the Art Direc­tors and Artists Club, Bob opened the member­ship to more areas of the graphics commu­nity and renamed the asso­ci­a­tion as the San Fran­cisco Society of Commu­ni­cating Arts,

Here are some of Jerry Berman designs from three of the published collec­tions from annuals exhi­bi­tions from the ​‘60s:

1963 — 14th SFADA Annual Exhibition
1965 — 16th Art Direc­tors and Artist Club of San Francisco
1967 — 18th The San Fran­cisco Art Direc­tors and Artists Club

J-4-1967-Vegetable-Products
J-3-1967-Amtel-CSof-Broadcasting
J-2-1967-Lenkurt-Electric
j-1-1967-KAY-Hmes
G-1965-3-Logos
F-1963-Distmark-
E-1963-Spare-Tire-LOGO
D-1963-Spare-Tire
C-1967-Poster

…and Berman’s accepted pieces from three published annuals in the ​‘70s:

1971 — Communication-Seventy-One San Fran­cisco Society of Commu­ni­ca­tion Arts
1974 — San Fran­cisco Society of Commu­ni­cating Arts — The Last Show
1978 — The 1978 San Fran­cisco Show

1978 Wells Fargo
1978 Wells Fargo 
1978 Fotomat
1978 Fotomat 
1978 Depenable Furniture-
1978 Depen­able Furniture- 
1978 Crown Zellerbach
1978 Crown Zellerbach 
1978 Crown Zellerbach
1978 Crown Zellerbach 
1978 Read All About it
1978 Read All About it 
SFSCA
SFSCA 
1974 The Last Show
1974 The Last Show 
1971 Transamerica scaled
1971 Transamerica scaled 
1971 Co0lumbia Schjool of Broadcasting
1971 Co0lumbia Schjool of Broadcasting 
1966 KABL Radio
1966 KABL Radio 

I don’t have photo records that could show Jerry Berman’s career following these very early examples.

2014 Geezers
2014 Geezers 
2013 Je3rry Berman
2013 Je3rry Berman 
2012 Jerry Berman
2012 Jerry Berman 
2010 Jerry Berman
2010 Jerry Berman 

We did get to catch photos of Jerry, himself, as he enjoyed being with friends at our annual Geezer-Get-Togethers and other occasions.

Ann Thompson


Geezerpedia, Of That Time, Recollections

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