Shillington Graphic Design Blog

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The art of the Pitch

Category: Advertising, Design / Branding/Identity,

Posted by: Mark
Posted: Sep 5th 2012
No. of comments: 0

In 1969 Saul Bass — probably the greatest graphic designer of all time, was tasked with reimagining the visual identity of the American Bell Telephone Company.
This rare footage captures the full half-hour of Bass and his team’s original pitch to Bell, which envisioned an entire ecosystem of identity well beyond the logo — signage, print, outdoor, and even executive cufflinks. The pitch could well have been masterminded by Don Draper, itself a fascinating and layered piece of cultural history covering the evolution of consumerism through the story of the telephone and the larger context of changing social expectations.

For a glimpse of how logo design has changed since the age of Bass, take a look at this fantastic documentary.


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