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HomeObituariesIn Memory: Otto Lucien Anton "Tony" Spaeth, Jr., Age 86

In Memory: Otto Lucien Anton “Tony” Spaeth, Jr., Age 86

Obituary - Otto Lucien -Tony- Spaeth, Jr.Otto Lucien Anton “Tony” Spaeth, Jr. (February 6, 1934 – January 13, 2021) died at the age of 86 at his home in Rye, NY.

Tony was the loving husband of Ann Barringer for over 60 years. He is also survived by his four daughters Catherine, Jennifer, Bridget (Titus Abbott), Crispin (Dale Sather), two grandsons Bryn Hanover (Andrea) Julian Abbott, three great grandchildren, and his sister Mimi Koon. He was predeceased by his siblings, Marna Doherty, Deborah Shakespeare Greene, and his English foster brother Anthony Bailey.

Tony Spaeth’s contributions to the emerging field of Corporate Identity began in 1964. He was a firm believer in the use of design as a corporate leadership tool, integrating the social ingenuity of corporations and the graphic arts in the process of naming and design. Since 1990, as an independent voice, he mentored many in the next generation of designers and identity consultants. Tony collaborated internationally, and was invited to speak at conferences in Brazil, Canada, the Czech Republic, Romania and Russia. He shared his expertise as a contributing author to “Across the Board”, gave generously of his concepts and strategy tools through his website for Identityworks and through the Corporate Brand Matrix.

With degrees in architecture (Princeton ‘55) and an MBA (Harvard ‘63), Tony remained active in alumni public service initiatives. As an advisor to Princeton Project ‘55 and a founding director and secretary of Partners of ’63, he contributed to a new paradigm in alumni mobilization and civic engagement.

He cherished progressive mid-century architecture, and his love of design extended to local community in service to the BAR for the City of Rye.

In Tony’s memory, donations may be sent to the Parkinson’s Foundation or the Anti-Racist Alliance.


  1. Hi! I am an architect from India. I used to follow Identityworks like kids follow their favorite TV shows. Tony’s work will continue to inspire the likes of me, the world over. I googled Tony Spaeth out of the blue today and to my dismay, found out that he’s no more. Here’s what I wrote to him back in ’08:

    “Dear Mr. Speath,

    I have been visiting your site more frequently than I check my email.
    It is very resourceful and the reviews are crisp. Each brand is a story
    and your reviews introduce the context before analyzing the symbols of identity.
    It is beneficial for the foreign reader who does not readily identify all the brands in focus.
    You have been a force and a witness to a revolutionary period in the business of branding.
    At the same time, your own perspective has been fairly consistent all this while.

    Thank you for your sharing your wealth.”

    To which he replied:

    “I appreciate that, Shashwat.

    I will try to take it with me when I leave.

    All the best,


    RIP Tony Spaeth.

  2. Tony lived on my street in Rye while I was growing up. He ws a great frirend of my father’s and they golfed together frequently. I last saw him at the Kirby Lane North Reunion which he and his wife Anne hosted in their fabulous home. He was a gentle and generous man.


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