The good stuff begins at around the 7-minute mark. AT&T uploaded this video of Saul Bass’ original pitch for the Bell System logo and branding redesign back in the ’70s. Intertwined with telephone system sounds, Saul Bass explains the reasoning behind every single part of his design which not only goes on a logo but extends to uniforms, jewelry, vehicles, accessories and of course signage as well. A lot of the things mentioned in this video are so applicable today and it’s fascinating to watch as the video carefully touches upon every aspect of the proposed design.

Today’s AT&T logo is different than this (it was redesigned several times since this) and after watching this video in full, I think it’s a shame they went another direction.