Gerald Edward Berman

1937 - 2024

Gerald Edward Berman
12/29/1937 - 08/11/2024
Gerald Edward Berman was a trailblazing San Francisco designer and art director whose creative vision shaped iconic local and national brands.
Born December 29, 1937, to Irving Berman and Francis Miller, Jerry Berman grew up in the Sunset District with fond memories of 49er games at Kezar stadium and Playland at the Beach-a 10-acre amusement park where he first enjoyed "It's It" ice cream sandwiches.
His connection to San Francisco extended back generations. His great-grandfather, Aaron Shenson, immigrated from Vilnius, Lithuania, in 1882, and opened Shenson's Kosher Meat Market on McAllister Street in San Francisco. It was a family business, and Jerry's father, Irving, the oldest grandson, was put in charge of the deli in the 1930's. He moved it to Geary Blvd in the 60s.
One of Jerry's childhood experiences included watching his father wrap a sandwich with meticulous precision to conserve butcher paper, which may have helped shape his remarkable attention to detail.
Every Saturday, Irving took his family to Tadich Grill. During the war, when butter was rationed, he took a pound of butter from his deli to share with the owner as a quiet gesture of community support.
At age 13, Jerry was already a 49ers fan when he and a friend bought plastic ponchos and sun visors from the Market Street Army-Navy surplus store to sell outside Kezar Stadium before games.
After graduating from Lincoln High School, Berman enlisted in the Army Reserves. He then studied advertising design at City College 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 the 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.
Jerry observed everything with quiet confidence. He loved his profession, but most importantly, he loved his multi-talented and loving family. Jerry enjoyed entertaining his friends, tennis, skiing, traveling, and with his family to Mexico, Hawaii, and Europe. His Armani suits, Porsche, Mercedes, and regrettably, his Delorean, were emblems of his design sense.
Jerry Berman passed away on August 11, 2024, at 86. He is survived by his wife, Carla Berman, and children Greg Berman, Jennifer Reimer, his stepson Chris
(Colin) McRae and his grandchildren and great-grandchildren. He is predeceased by his brother Allen and his wife Judy Berman. May his memory be his blessing.
A private celebration was held in September. Donations can be made to San Francisco museums and the Parkinson's Foundation.