AT&T Archives: Saul Bass Pitch Video for Bell System Logo Redesign

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Saul Bass' work in logo design and movie title credit sequences spanned the latter half of the 20th century, with prominent work in each field. He worked closely with AT&T, designing not only the 1970 "bell" logo that was ubiquitous for a decade, but also the globe logo unveiled in 1983.

One reason for this bell logo's ubiquity? The redesign was the largest corporate re-identity program in the U.S., ever. The redesign covered:

135,000 Bell System vehicles
22,000 buildings
1,250,000 phone booths
170,000,000 telephone directories
This film was made by Bass' company as a presentation to AT&T executives. It would have extended to be shown to the public, but a number of his ideas in the film were not ultimately adopted, like his phone booth designs, and men's and women's uniforms. But a great many of the design were adopted—including, most memorably, the telephone vans and hardhat designs of the 1970s. Bass designed down to the details, showcasing in this film a myriad of ideas, like Yellow Pages book designs, cufflinks for executives, and flags.

Bass' other very recognizable logo designs that persist today include those for Minolta, Girl Scouts of America, Avery International, Geffen Records, Warner Int'l, and many more. And Bass' later, 1983 design for AT&T (the striped/encircled globe) was the foundation for the logo that the company has today, though redesigned in 2005 by Interbrand.

Produced by Saul Bass

Footage courtesy of AT&T Archives and History Center, Warren, NJ

• Category

  Science & Technology

[Trevor Dark]

Нет. Это видео как раз о том, что логотип - это не просто кружок, или набор линий - это грамотно построенный, выверенный и продуманный символ, который требует больших трудов в своей разработке.

[Down10]

This is so great! Saul Bass is one of my heroes in the world of design. His use of shapes and photographs are superb, and this presentation is no exception.

It's sad that a lot of the great brands that he created which lasted for decades are now being replaced with inferior designs. (United Airlines, for instance)

[Nobes]

The more things change, the more they stay the same. Seems like nothing's changed since 1969.

[NetCast3]

I love those background orchestral renditions of songs by Simon & Garfunkel, the Beach Boys, and the Beatles! Such a laid-back, comforting yet informative presentation!

[TeeheeSamson]

Happy Birthday Mr. Bass.

[audiotrax2000]

This is brilliant! Like an entire semester course in Pop Design. I love this.

[InformatorMX]

The birth of the 1970s Bell System Logo!!

[Brent Newhall]

Amazing clip!

Who's the narrator? It sounds like the Emperor from Dune; I keep waiting for him to announce it's the year 10,191.

[DrProwPane]

this is creepy

[Leon1949Green]

Как интересно найти сперва комментарии по-русски!

[joegallegos61]

muy original congratulaciones loe gallegos