It's often said that the mark of a good design consists of its endurance.
Bass revolutionized Film Title Design, as movie title sequences were usually plain text. He turned
movie sequences into cinematic experiences — storytelling tools in their own right. Famous examples: Vertigo (1958) – hypnotic spirals and abstract visuals, North by Northwest (1959) – dynamic kinetic type and grids, Psycho (1960) – jagged, tension-building title animation. He collaborated with legendary directors like Alfred Hitchcock, Stanley Kubrick, Otto Preminger, and Martin Scorsese.
Bass shaped Corporate Branding. He was behind some of the most iconic corporate logos of the 20th century — many of which lasted decades without changes: AT&T (1969 globe), United Airlines (1974 tulip)
Bell System, Quaker Oats, Warner Communications.
The secret? Bass believed in simple, bold, memorable forms that could stand the test of time.
His philosophy: “Design is thinking made visual.”
Well, here take a look at how Bass' designs have changed during the years: very little!