In the late 1960s, designer Saul Bass had the innovative idea of re-designing the bell system logo- removing the text and focusing on a simple symbol. Rather than pitching his design proposal in print, the designer created this 27-minute film and showed it to the company’s executives. Bass included the implications for the symbol and created a whole marketing plan for the company- even down to the design of telephone vans, uniforms, and hardhats. Needless to say, the execs were quite impressed- so much so that his plan was implemented immediately and his proposed logo represented the company for 15 years. Then, in 1984, Bass created another logo that was the foundation for the one still used by AT&T today, only slightly modified by Interbrand in 2005. What is most amazing about this video proposal is how much of Bass’ design logic still holds true today.
I found this magnificent little gem of a video on Reddit!