Genuwyne 1970’s pitch by Saul Bass, American graphic designer and film maker, explaining the rationale behind a new corporate identity system for the telephone company Bell Systems.
It’s quite long, but fast forward 7 minutes in and it gets more interesting as to his thought processes and the elements considered in logotype design. Overall, a good little primer on corporate identity in Mad Men styli.
Interesting that, talking about his film work, Bass once described his main goal for the title sequences as being to ‘try to reach for a simple, visual phrase that tells you what the picture is all about and evokes the essence of the story’. A brand’s logo tries to do the same thing. Nice.
Came across the vid via this cool site www.underconsideration.com/brandnew which reviews and critiques new logos.
flashingman 