The Evolution of Logos Designed by Graphic Design Pioneer, Saul Bass- His Logos Then and Now.

An effective logo is universal and timeless, withstanding the inevitable changes in how a society behaves and reacts to different forms of design. Inherent to a successful brand, a solid logo can help to make or break a company’s public image. Ideally, a logo maintains a long “lifespan,” remaining consistent throughout the course of time. It’s obvious that graphic design pioneer, Saul Bass, understood this concept. According to this blog post compiled by Web designer Christian Annyas, the average life span of a Bass-designed logo is 34 years. A master of typography and the use of bold, clean shapes, Bass designed many iconic logos for brands like Kleenex, AT&T, Bell, Quaker Oats and The Girl Scouts of America.

Check out some of the samples below of Bass’ work. Original logos are shown on the left, with today’s version of the logo on the right. For many more examples, click here.

Read more about Saul Bass:
Modern Designs Inspired by Graphic Design Pioneer Saul Bass

United Way logo designed by Saul Bass in 1972 and by FutureBrand in 2004.

United Way logo designed by Saul Bass in 1972 and by FutureBrand in 2004.

AT&T logo originally designed by Saul Bass in 1986 and redesigned in 2005 by Interbrand.

AT&T logo originally designed by Saul Bass in 1986 and redesigned in 2005 by Interbrand.

Girl Scouts logo, originally designed by Saul Bass in 1978 and altered by OCD Agency in 2010.

Girl Scouts logo, originally designed by Saul Bass in 1978 and altered by OCD Agency in 2010.

Kleenex logo, originally designed by Saul Bass
Kleenex logo, originally designed by Saul Bass

Dixie logo, originally designed by Saul Bass in 1969.

Dixie logo, originally designed by Saul Bass in 1969 and the logo as it stands today.

 

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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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