September 23, 2012
Saul Bass started off his career creating posters and animated title sequences for films. He is certainly most well known for his work in the film industry; as a result, many do not realize his impressive career of designing logos. In fact, many of the logos he designed between 1963 and 1988 are still in use today. He designed the Kleenex, Girl Scouts, and United Way logos in the 1960s and 1970s. These examples are his most famous logos that are still used as the current logos of those companies. Many other logos he designed, such as Dixie, Geffen Records, and Quaker, are not “used” anymore; but only because they updated his original design– making only minor adjustments to his logo. Many of his original ideas are still used, in some capacity after a company feels they need to update his logo; as a result, the essence of Saul Bass is still apparent, even after a company updates his logo. A Saul Bass logo has an average “lifespan” of 34 years– as mentioned before, many of his logos are still the original one from fifty years ago and most others are just minor updates from his original design.