Stylistic Importance• His working method yielded a consistent brand

and look, while communicating direct, clear messages.• A new movement in the cartoon industry

favored a modern, stylised aesthetic over the then-dominant school of Disney hyper-realism. • Human beings are the sum of our learned

experiences and human communicaction through art, design and literature is what makes us human• Consistency = Brand identity was the key to his

success.• From the Identifiable logos and corporate

identities, to his designs of images and introductions to films.

It's A Mad Mad Mad Mad World (1963)

• Strong graphic elements, modern typography, limited colour (mostly primary colours or coordinated pastels), and a simple iconographic element at its center. • Simplicity of expression• The visual field had to be open and

uncluttered, allowing text and images to create a dynamic impression• "The basic problem in all kinds of design has

been that everybody tries to say too much. you have to say something simple, but something that moves people." (Saul Bass)• Simple design with emotional appeal

Historical importance - Movie Titles/Advertising

• Bass would experiment with new designs, from largely traditional, figurative ads common to the genre, to very clean, modernist ads.• He made an impact as studio advertising had

stagnated for at least two decades.• His ambition to identify a film for its potential

audience through the simple, most identifiable forms took branding to a new level, especially in title design.• However, title design was considered important long

before Bass' arrival on the scene.