In 1969,

Saul Bass had created the famous bell symbol for the nationwide phone monopoly. This icon—which achieved a remarkable 93 percent recognition rate in the United States—aspired to the simplicity and directness of a sans serif letterform. The 1969’s new look was all about visual communication. Blue was to be the new symbol of telecommunications (the future) as well as the change in the Bell logo. Used until 1984, when Bell became AT&T and Bass was hired to design their new logo.

DESIGNER

SAUL BASS

DATES IN USE

1969-1984