Saul Bass pitch for the Bell System logo
This film is Saul Bass‘s 1969 pitch for updating and unifying the brand of the Bell telephone system. Bass’s proposal was accepted almost in its entirety making it the largest rebranding project ever at the time. The breadth of the proposal, tackling everything from the ubiquitous logo to the representational and behavioral needs of the workers and their clothing is mind blowing. Take a half hour and watch this. You can watch the film a little larger on the AT&T site here.