Saul Bass Pitches a Visual Identity

In 1969 the great Saul Bass created this film for a reimaginging of the American Bell Telephone Company. His idea was to simplify a dated brand while retaining a familiarity with it. Moreover, his vision included a full visual ecosystem of signage, outdoor, language, and print...everything down to cufflinks. This half-hour pitch film includes some really amazing visual effects that Saul Bass has become synonymouse with. Keep in mind that this was 1969, so all the effects were analog. It's a bit of a long watch (I think we would be hard pressed to get anyone to watch a 30 minute pitch video these days), but it's well worth it.

“How a thing looks today is as important as how well it works. As never before, people are influenced by what they see.”

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