Saul Bass’ Bell System Pitch
We recently came across a fantastic corporate video, via Brand New, by the American designer Saul Bass. Made in 1969 it was pitched at executives at Bell Systems, the old US telecoms company, to present the thinking behind the new company identity Bass had designed.
What’s compelling about the piece is how is sets the design within the wider sociopolitical and cultural backdrop of America in the post war years up to the late 1960s. It’s a timely and insightful reminder on the importance of ensuring that any organisation should be built on an authentic profile. One which is clear, credible, distinct and also aware of the influences of the day.
The first half is a fantastic introduction to the principles of identity design and the second half (starting at around 13mins) is the rationale that underpins Bass’s work. The way the film anticipates the likely objections through periodic interruptions is brilliant.
It’s probably a little long for today’s video viewing standards but well worth the effort.