Saul Bass’s 1970 Rebranding For Bell Systems
Saul Bass was one of the greatest graphic designers ever. From his work on iconic logo rebranding (Bell System, AT&T, United Airlines, Minolta, Alcoa, Quaker Oats) to his contributions to movie opening sequences and title credits (Hitchcock, Kubrick, Scorsese), his influence continues to be felt today. In 1969, Bass was asked to work on a corporate rebranding for Bell Systems. For a company with 135,000 vehicles, 22,000 buildings, 1,250,000 phone booths and 170,000,000 telephone directories, changing a corporate logo was no small task. Much of the suggestions made in this video pitch were adopted by Bell with the exception of the phone booth stripes and clothing apparel for Bell employees.