How Saul Bass won the AT&T pitch for a new logo design in 1969 (video)

Posted on by Hotfoot Design

This video is a little nugget of gold if you’re interested in how logo pitches were done last century. Made in 1969, this is how Saul Bass pitched AT&T on a new visual identity. He won, and the logo remained in place until 1983, when Bass designed a follow-up logo that became affectionately known as the Death Star. Truly the past is a foreign country.

The redesigned AT&T logo Saul Bass created in 1969

The redesigned AT&T logo Saul Bass created in 1969

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