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2015-09-06T09:15:12.000Z Saul Bass Pitch Video for Bell System Logo Redesign (1969) [video] https://www.youtube.com/watch?t=156&v=xKu2de0yCJI danboarder 47 7 1441530912
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10177172 1969

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

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

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Published on Nov 30, 2011

For more from the AT&T; Archives, visit http://techchannel.att.com/archives

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

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[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