About Saul Bass Corporate
Saul Bass redefined what a corporate logo could be. From the AT&T globe to the Bell System bell to the United Airlines tulip, his geometric symbol-marks distilled complex enterprises into single, unforgettable shapes — bold, flat, and stripped of every unnecessary line.
Beyond boardrooms, Bass brought the same reductive clarity to Hollywood, transforming film title sequences from throwaway credits into art. This system captures his corporate-identity discipline: deep blue primaries, sharp geometry, Helvetica-weight sans-serifs, and the conviction that less is always more.
- Origin
- Los Angeles, United States
- Era
- active 1952–1996; peak corporate-ID era 1968–1985
- Key figures
- Saul Bass · Elaine Bass · Herb Lubalin
- Movements
- Mid-century American corporate modernism · Post-Bauhaus identity systems · Film-title-as-art-form
Saul Bass Corporate design spec
Colors
Typography
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