Saul Bass was one of the pioneers of design in
the 1950s having already revolutionised film titles for films such as ‘Psycho’
for Alfred Hitchcock, which design will be eternally recognisable. He had been
working on corporate identities since the early 1950s, but from the mid 1960s
he began to work on more complex projects (Sinclair, 2014). He designed many
classic American logos that we recognise today from Quaker oats and Kleenex to
the Warner Communications Company. Each of these companies has pretty much
stuck to his original designs. One of his most iconic quotes – a quote that I
believe should be thought of whenever producing logo design – is as follows:
“If I do my job well, the identity program will also clean up the image of the company, position it as being contemporary and keep it from ever looking dated.”— SAUL BASS
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