What the work is
Saul Bass’s 1969 identity was for the Bell System, rather than a separate Bell Labs logo system. Alliance Graphique Internationale identifies it as the predecessor of his later AT&T identity.
How it was made
The design reduced the bell to a simple outline within a circle. Logo Histories describes a wider programme of typography, colour and vehicle graphics intended to coordinate applications across the telephone organization.
What works
Retaining the bell preserved a recognisable connection while simplifying its execution. A consistent graphic rule could make separate applications read as parts of one service.
What does not
The scale of an organization makes consistency an implementation problem. A clear master drawing does not ensure that every vehicle, directory or sign will be replaced or applied correctly at once.
What it influenced
The later AT&T globe marks a documented change in the identity’s history. Comparing the two makes it possible to distinguish continuity of design authorship from continuity of the corporate symbol.
Is it worth your time
Worth studying through several applications and their dates. The case is about a system being put into use, not merely a pleasing outline. Keep Bell System, Bell Laboratories and later AT&T identities distinct.
