Saul Bass' work in logo design and movie title credit sequences spanned the latter half of the 20th century, with prominent work in each field. He worked closely with AT&T, designing not only the 1970 "bell" logo that was ubiquitous for a decade, but also the globe logo unveiled in 1983. One reason for this bell logo's ubiquity? The redesign was the largest corporate re-identity program in the U.S., ever.
This film was made by Bass' company as a presentation to AT&T executives. It would have extended to be shown to the public, but a number of his ideas in the film were not ultimately adopted, like his phone booth designs, and men's and women's uniforms. But a great many of the design were adopted—including, most memorably, the telephone vans and hardhat designs of the 1970s. Bass designed down to the details, showcasing in this film a myriad of ideas, like Yellow Pages book designs, cufflinks for executives, and flags.