AT&T Archives: Saul Bass Pitch Video for Bell System Logo Redesign
Why Hacker News recommends it
HN holds it up as a masterclass in explaining and selling a design.
What it is
The 1969 pitch film in which Saul Bass presents the Bell System logo redesign to AT&T, part of the largest corporate re-identity program in U.S. history.
Recommended by 2 HN commenters across 3 different months, 2022 to 2024.
What Hacker News said
Strong rec YXNjaGVyZWdlbgo · 2022-01 · on “Bell Labs Org Chart (1980)”
Bell has a great historical material just watch the redesign presentation of Saul Basso in the 70s! [0] I had so many marketing meetings with worse presentations just a week ago. [0] [this video]
Strong rec joezydeco · 2024-11 · on “What should a logo for NeXT look like? (1986)”
I always go back to the Saul Bass presentation to AT&T over their 1970 logo redesign. He takes 30 minutes to explain the thought process and sell this design hard . By the end you're convinced it's the natural thing to do. I'm sure every executive in the room felt the same way. [this video] (Bass would return a mere 13 years later to do the AT&T "Death Star" logo after the breakup)
Recommends joezydeco · 2023-03 · on “Bell System Vehicle Graphics Manual (1973)”
Then I'm sure you've seen Saul Bass' original proposal for the logo redesign. It's a 30 minute movie : [this video] And this is the same Saul Bass that designed other iconic logos (he name drops a bunch at 7m30s) and well as doing credit sequences for directors like Hitchcock and Scorcese: [LINK]
Cites DrewADesign · 2022-07 · on “Pepsi: Breathtaking Design Strategy (2008) [pdf]”
I agree that design is far more complicated than most developers realize, but I'd be careful to avoid mistaking detailed explanations for accurate explanations, and heavily discussed topics for usefully discussed topics. Most of my BFA is in graphic design and it's not my only art and design education, so I'm pretty well-versed in artsy fartsy Bauhausian high-concept visual communication. From the very first days as a Freshmen you start with exercises like finding as many ways as you can to create a palpable sense of tension with only two black squares on a white background by changing the scale and placement, or making two identically colored swatches look like two different colors by placi
Cites mixdup · 2023-03 · on “Bell System Vehicle Graphics Manual (1973)”
> I suppose there were so many that it made no sense to make one seem "preeminent" over others. Also, a good way to prevent leaks, even if inadvertent. Vendors working on something for "Alpha Bell" have no idea what it is. Granted, leaks in the 1960s weren't what they are today Also, there was a video version of the pitch you referred to: [this video] This design system was designed by Saul Bass