Five Logos from a Legend: The Logo Designs of Saul Bass

As the importance of branding becomes more widespread in both the business world and with the public, the logo design branch of graphic design grows at record pace. Increasingly, more and more, newly minted graphic designers are focusing their time, and skills on logo design. They owe their knowledge to one of the pioneers of logo design, Saul Bass.

Even if you are not familiar with the name, you will know his work. With his legendary film sequences, from Psycho, North by Northwest, and Vertigo, to Cape Fear, Goodfellas, and Big, Bass is credited with revolutionizing the American movie title sequence.

However, it is his pioneering work in the field of logo design has made him an icon of the 20^th century. Let’s look at some of his top 5 legendary logo designs.

1. Continental Airlines (1968)

Bass’s logo for Continental Airlines in 1968 was perfect for the era of the swinging jet. Sleek and bold, it reflected the supersonic age, and promised passengers and the airline itself a quick ascent into modern travel.

2. Bell Telephone (1969)

Bass’s simple, clean no frills design matched the corporate culture and structure of the monolithic Bell Telephone system. The simple bell provides both a universal symbol for a telephone, and a unique image for a corporate brand. Bass made the the bell in the logo synonymous with the word telephone.

3. Quaker Oats (1971)

Monochromatic in design, Bass’s memorable logo was the first to use the now famous image of a Quaker gentleman as Quaker Oats’ signature identity. Based on Pennsylvania founder William Penn, the design both tied in history and place with a particular product, ensuring a sense of trust with the consumer.

4. AT&T (1983)

Here Saul Bass seemingly predicts the future with his one world, globe design for AT&T. The idea of a gob spanning telecommunications network was still in its infancy, yet Bass was able to convey the global reach and scope of AT&T and its technology.

5. United Airlines (1974)

For his creation of the United Airlines logo in 1974, Bass chose, a red, white and blue motif for the air carrier, a truly ‘United” states. The subtle patriotic reference not only reinforced United’s brand as a national airline, but also provided a smooth memorable take on the simple letter U.

As we can see, the impact of Saul Bass and his designs have laid the groundwork for modern logo design. Through symbolism, color, and overall great design Saul Bass was one of the pioneers of the corporate brand, as we know it today.

Tags: Logo, Logo Design