Introducing his signature “kinetic type,” Bass’ letters dashed and moved across the screen and frequently incorporated images other than text. Titles became a spectacle to be seen. Film reels with Bass credits were delivered to movie theaters along with a note: “projectionist – pull curtain before titles.” Bass’ famed title credits for North By Northwest (1959) Bass went on to create dozens of iconic film posters and title credits. His final projects before his death in 1996 were credits for four Martin Scorsese films: Goodfellas (1990), Cape Fear (1991), The Age of Innocence (1993) and Casino (1995). Bass’ title credits for Goodfellas (1990) Logos made to last The average lifespan of a Saul Bass logo is a whopping 34 years. Some of his work have yet to be replaced, like the absolutely brilliant designs for Kosé Cosmetics (1959), Kibun (1964), Warner Communications (1972), Girl Scouts (1978, with a slight modification made in 2010) and Geffen Records (1980).
With designs as solid, thoughtful and timeless as these, they might never have to be. (from left) Bass’ designs for Kosé Cosmetics (1959), Kibun (1964) and Warner Communications (1972) Saul Bass’ original 1978 Girl Scouts logo (left) and the 2010 variation (right), redesigned by OCD Agency Bass’ logo for Geffen Records (1980) Logo sms marketing service designer William Haig recalls working with Bass on the Continental Airlines logo — the first of what Haig calls “credibility based logo design”: I came back with 1500 slides. Saul and I were in a late night meeting discussing what the Continental look meant and what inference we could make for a new Continental logo design as the beginning of a new image program. I remember Saul saying something like, “If this were Western Airlines, we would just make a ‘western’ looking logo complete with an ‘out west look’ reminiscent of cowboy gear.” But this was Continental, an airline known at the time for its high service image.