---
created_at: '2015-09-06T09:15:12.000Z'
title: Saul Bass Pitch Video for Bell System Logo Redesign (1969) [video]
url: https://www.youtube.com/watch?t=156&v=xKu2de0yCJI
author: danboarder
points: 47
story_text: ''
comment_text: 
num_comments: 7
story_id: 
story_title: 
story_url: 
parent_id: 
created_at_i: 1441530912
_tags:
- story
- author_danboarder
- story_10177172
objectID: '10177172'

---
[Source](https://www.youtube.com/watch?t=156&v=xKu2de0yCJI "Permalink to AT&amp;T Archives: Saul Bass Pitch Video for Bell System Logo Redesign - YouTube")

# AT&amp;T Archives: Saul Bass Pitch Video for Bell System Logo Redesign - YouTube

Skip navigation 

[ ][1]

Sign in

Search

Loading... 

Close

Yeah, keep it Undo Close

![][2]

#  This video is unavailable. 

### Watch Queue

### Queue

Watch QueueQueue

* Remove all
* Disconnect

The next video is startingstop

Loading... 

Watch Queue 

Queue

__count__/__total__ 

[Find out why][3]Close

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

[ ![AT&T Tech Channel][2] ][4]

[AT&T Tech Channel][5]

Loading... 

Unsubscribe from AT&T Tech Channel? 

Cancel Unsubscribe

Working... 

SubscribeSubscribedUnsubscribe27K

Loading... 

Loading... 

Working... 

Add to

### Want to watch this again later?

Sign in to add this video to a playlist. 

[Sign in][6]

Share 

More

* Report

### Need to report the video?

Sign in to report inappropriate content. 

[Sign in][6]

* Transcript
* Statistics
[ Add translations ][7]

294,006 views

2,007

### Like this video?

Sign in to make your opinion count. 

[Sign in][6]

2,008 9

### Don't like this video?

Sign in to make your opinion count. 

[Sign in][6]

10

Loading... 

Loading... 

##  Transcript 

The interactive transcript could not be loaded. 

Loading... 

Loading... 

**Rating is available when the video has been rented.**

This feature is not available right now. Please try again later. 

**Published on Nov 30, 2011**

For more from the AT&T; Archives, visit [http://techchannel.att.com/archives][8]  
  
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][9]
* ####  License 

    * Standard YouTube License

Show more Show less

Loading... 

Autoplay When autoplay is enabled, a suggested video will automatically play next.

####  Up next 

* [ AT&T Logo - Saul Bass | Logo design & Designer review  \- Duration: 8:35.  TastyTuts 7,593 views ][10]

![][2][8:35][11]

* * *
* [ AT&T Archives: Seeing the Digital Future (1961)  \- Duration: 15:45.  AT&T Tech Channel 222,251 views ][12]

![][2][15:45][13]

* [ AT&T Archives: Telstar!  \- Duration: 27:24.  AT&T Tech Channel 52,594 views ][14]

![][2][27:24][15]

* [ The Art of Logo Design | Off Book | PBS Digital Studios  \- Duration: 6:29.  PBSoffbook 476,743 views ][16]

![][2][6:29][17]

* [ The History of AT&T and the Bell System  \- Duration: 3:32.  EmperorTigerstar 29,850 views ][18]

![][2][3:32][19]

* [ A tour of AT&T's Network Operations Center (1979) - AT&T Archives  \- Duration: 10:48.  AT&T Tech Channel 33,026 views ][20]

![][2][10:48][21]

* [ AT&T Archives: The UNIX Operating System  \- Duration: 27:27.  AT&T Tech Channel 430,639 views ][22]

![][2][27:27][23]

* [ One of the First Computer-Generated Films, from 1963 - AT&T Archives  \- Duration: 1:26.  AT&T Tech Channel 151,582 views ][24]

![][2][1:26][25]

* [ How to Install Modular Jacks by Yourself - AT&T Archives  \- Duration: 15:36.  AT&T Tech Channel 19,963 views ][26]

![][2][15:36][27]

* [ Off-Base Activities: "Killjoy Was Here!" 1956 US Air Force Animated Training Film Cartoon  \- Duration: 12:08.  Jeff Quitney 123,920 views ][28]

![][2][12:08][29]

* [ Physics: Crystals 1958 Alan Holden - Bell Laboratories - PSSC Physical Science Study Committee  \- Duration: 23:51.  Jeff Quitney 130,928 views ][30]

![][2][23:51][31]

* [ Long Distance Telephone History: Coaxial 1940 Western Electric - Bell Laboratories  \- Duration: 12:56.  Jeff Quitney 8,920 views ][32]

![][2][12:56][33]

* [ Jetsons Before "The Jetsons": "Your Safety First" 1956 Automobile Manufacturers Association  \- Duration: 12:39.  Jeff Quitney 71,364 views ][34]

![][2][12:39][35]

* [ Project Tinkertoy (IC Precursor) 1953 US Navy; Automated Manufacturing of Modular Electronics  \- Duration: 27:12.  Jeff Quitney 51,689 views ][36]

![][2][27:12][37]

* [ 1954 How to dial your phone by Bell System  \- Duration: 9:51.  trendymagic 125,746 views ][38]

![][2][9:51][39]

* [ ❓ What's WRONG With The NEW Google Logo???  \- Duration: 9:15.  Will Paterson 972,532 views ][40]

![][2][9:15][41]

* [ AT&T Archives : Mr. Digit and the Battle of Bubbling Brook  \- Duration: 17:21.  AT&T Tech Channel 7,107 views ][42]

![][2][17:21][43]

* [ Kids of Today vs 1980's Technology (HD)  \- Duration: 2:35.  JeremySeanA 2,498,404 views ][44]

![][2][2:35][45]

* [ Looking Ahead to the Information Age in 1985: AT&T Archives  \- Duration: 18:32.  AT&T Tech Channel 44,006 views ][46]

![][2][18:32][47]

* [ Operator Toll Dialing: Dialing circa 1949 Bell System - AT&T Long Distance Operator Training Film  \- Duration: 6:19.  Jeff Quitney 12,100 views ][48]

![][2][6:19][49]

* Loading more suggestions... 

Show more

* Language:  English 
* Location:  United States 
* Restricted Mode:  Off 
[History][50] Help 

Loading... 

Loading... 

Loading... 

* [About][51]
* [Press][52]
* [Copyright][53]
* [Creators][54]
* [Advertise][55]
* [Developers][56]
* [+YouTube][57]
* [Terms][58]
* [Privacy][59]
* [ Policy & Safety ][60]
* [Send feedback][61]
* [Test new features][62]
* Loading... 

Working... 

[Sign in][63] to add this to Watch Later 

###  Add to 

Loading playlists... 

[1]: https://www.youtube.com/ "YouTube Home"
[2]: https://www.youtube.com/yts/img/pixel-vfl3z5WfW.gif
[3]: https://www.google.com/get/videoqualityreport/?v=xKu2de0yCJI
[4]: https://www.youtube.com/user/ATTTechChannel
[5]: https://www.youtube.com/channel/UCnpDurxReTSpFs5-AhDo8Kg
[6]: https://accounts.google.com/ServiceLogin?service=youtube&hl=en&continue=https%3A%2F%2Fwww.youtube.com%2Fsignin%3Fapp%3Ddesktop%26hl%3Den%26feature%3D__FEATURE__%26action_handle_signin%3Dtrue%26next%3D%252Fwatch%253Ft%253D156%2526v%253DxKu2de0yCJI&uilel=3&passive=true
[7]: https://www.youtube.com/timedtext_video?bl=watch&v=xKu2de0yCJI&ref=wt&auto=yes
[8]: https://www.youtube.com/redirect?redir_token=Ice4Yr1VbkrlONotyYKnPLQKii98MTUxOTQ3MzYxN0AxNTE5Mzg3MjE3&event=video_description&v=xKu2de0yCJI&q=http%3A%2F%2Ftechchannel.att.com%2Farchives
[9]: https://www.youtube.com/channel/UCiDF_uaU1V00dAc8ddKvNxA
[10]: https://www.youtube.com/watch?v=8BzLijw5h5E "AT&T Logo - Saul Bass  |  Logo design & Designer review"
[11]: https://www.youtube.com/watch?v=8BzLijw5h5E
[12]: https://www.youtube.com/watch?v=avHo0-qU8xo "AT&T Archives: Seeing the Digital Future (1961)"
[13]: https://www.youtube.com/watch?v=avHo0-qU8xo
[14]: https://www.youtube.com/watch?v=uKH-GijnAGk "AT&T Archives: Telstar!"
[15]: https://www.youtube.com/watch?v=uKH-GijnAGk
[16]: https://www.youtube.com/watch?v=x3jTSB2ez-g "The Art of Logo Design | Off Book | PBS Digital Studios"
[17]: https://www.youtube.com/watch?v=x3jTSB2ez-g
[18]: https://www.youtube.com/watch?v=yvTki2nGkHs "The History of AT&T and the Bell System"
[19]: https://www.youtube.com/watch?v=yvTki2nGkHs
[20]: https://www.youtube.com/watch?v=cigc3hvMyWw "A tour of AT&T's Network Operations Center (1979) - AT&T Archives"
[21]: https://www.youtube.com/watch?v=cigc3hvMyWw
[22]: https://www.youtube.com/watch?v=tc4ROCJYbm0 "AT&T Archives: The UNIX Operating System"
[23]: https://www.youtube.com/watch?v=tc4ROCJYbm0
[24]: https://www.youtube.com/watch?v=RocLdMyUG-4 "One of the First Computer-Generated Films, from 1963 - AT&T Archives"
[25]: https://www.youtube.com/watch?v=RocLdMyUG-4
[26]: https://www.youtube.com/watch?v=IphPS58ZUc8 "How to Install Modular Jacks by Yourself - AT&T Archives"
[27]: https://www.youtube.com/watch?v=IphPS58ZUc8
[28]: https://www.youtube.com/watch?v=5pay_BLPpJ4 "Off-Base Activities: "Killjoy Was Here!" 1956 US Air Force Animated Training Film Cartoon"
[29]: https://www.youtube.com/watch?v=5pay_BLPpJ4
[30]: https://www.youtube.com/watch?v=_YW0wjYdUPw "Physics: Crystals 1958 Alan Holden - Bell Laboratories - PSSC Physical Science Study Committee"
[31]: https://www.youtube.com/watch?v=_YW0wjYdUPw
[32]: https://www.youtube.com/watch?v=oZxwMuB-rWE "Long Distance Telephone History: Coaxial 1940 Western Electric - Bell Laboratories"
[33]: https://www.youtube.com/watch?v=oZxwMuB-rWE
[34]: https://www.youtube.com/watch?v=W8pvcGWtXXE "Jetsons Before "The Jetsons": "Your Safety First" 1956 Automobile Manufacturers Association"
[35]: https://www.youtube.com/watch?v=W8pvcGWtXXE
[36]: https://www.youtube.com/watch?v=DhuuOWteelc "Project Tinkertoy (IC Precursor) 1953 US Navy; Automated Manufacturing of Modular Electronics"
[37]: https://www.youtube.com/watch?v=DhuuOWteelc
[38]: https://www.youtube.com/watch?v=PuYPOC-gCGA "1954 How to dial your phone by Bell System"
[39]: https://www.youtube.com/watch?v=PuYPOC-gCGA
[40]: https://www.youtube.com/watch?v=hV8hOLOC_Hk "❓ What's WRONG With The NEW Google Logo???"
[41]: https://www.youtube.com/watch?v=hV8hOLOC_Hk
[42]: https://www.youtube.com/watch?v=EdW4FFMZrfU "AT&T Archives : Mr. Digit and the Battle of Bubbling Brook"
[43]: https://www.youtube.com/watch?v=EdW4FFMZrfU
[44]: https://www.youtube.com/watch?v=7v75QpvISUs "Kids of Today vs 1980's Technology (HD)"
[45]: https://www.youtube.com/watch?v=7v75QpvISUs
[46]: https://www.youtube.com/watch?v=qWsC9KE-PHY "Looking Ahead to the Information Age in 1985: AT&T Archives"
[47]: https://www.youtube.com/watch?v=qWsC9KE-PHY
[48]: https://www.youtube.com/watch?v=aOrtQHSSizc "Operator Toll Dialing: Dialing circa 1949 Bell System - AT&T Long Distance Operator Training Film"
[49]: https://www.youtube.com/watch?v=aOrtQHSSizc
[50]: https://www.youtube.com/feed/history
[51]: https://www.youtube.com//www.youtube.com/yt/about/
[52]: https://www.youtube.com//www.youtube.com/yt/press/
[53]: https://www.youtube.com//www.youtube.com/yt/copyright/
[54]: https://www.youtube.com//www.youtube.com/yt/creators/
[55]: https://www.youtube.com//www.youtube.com/yt/advertise/
[56]: https://www.youtube.com//www.youtube.com/yt/dev/
[57]: https://plus.google.com/+youtube
[58]: https://www.youtube.com/t/terms
[59]: https://www.google.com/intl/en/policies/privacy/
[60]: https://www.youtube.com//www.youtube.com/yt/policyandsafety/
[61]: https://www.youtube.com//support.google.com/youtube/?hl=en
[62]: https://www.youtube.com/testtube
[63]: https://accounts.google.com/ServiceLogin?service=youtube&hl=en&continue=https%3A%2F%2Fwww.youtube.com%2Fsignin%3Fapp%3Ddesktop%26hl%3Den%26feature%3Dplaylist%26action_handle_signin%3Dtrue%26next%3D%252Fwatch%253Ft%253D156%2526v%253DxKu2de0yCJI&uilel=3&passive=true

