The highly acclaimed graphic designer Saul Bass taught us all that you can and you will create art through type.
The minimalist auteur who “put a jagged arm in motion in 1955 and created an entire film genre” per New York Times has created everything America is today. Through iconic branding for a variety of companies (from Exxon service stations through Bell System, AT&T to United Airlines) or by literally “inventing the opening credit sequence as a free-standing movie-before-a-movie and elevated it into an art” Bass is an icon through the ages.
“When Mr. Bass designed a grotesquely deconstructed arm for Otto Preminger's movie, about heroin addiction, and Mr. Preminger accepted his idea of using the arm as the moving focus of the opening credits, a mini-genre was born” reports NYT. The jagged arm was such a powerful symbol of addiction, Mr. Bass once said, that when The Man With the Golden Arm, opened in New York, a poster depicting the arm served as the only advertising.
Bass, the son of an immigrant who grew up in Bronx, designed his first credit sequence for Preminger's 1954 movie, Carmen Jones before exploding his craftmanship to the big screen with his title sequences for Alfred Hitchcock's Vertigo, North by Northwest and Psycho. With OSCARS just around the corner the industry craves form more wise men, the likes of Saul Bass.