Quote

Sometimes clients have a sophisticated view of their design problem, sometimes they do not. I often spend time with the client redefining the problem, going back to the beginning. Often the problem is just a symptom. Sometimes you have to move back in order to move forward to understand what the nature of the solution should be.

Saul Bass

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Saul Bass
Age: 75 †
Born: 1920
Born: May 8
Died: 1996
Died: April 25
Designer
Film Director
Filmmaker
Graphic Artist
Graphic Designer
Illustrator
Photographer
The Bronx
New York City
Problem
Design
Clients
Back
Move
Sophisticated
Views
Solution
Sometimes
Moving
Solutions
Going
Understand
Forward
Redefining
Time
Often
Beginning
Symptom
Order
Spend
Client
Nature
View
Symptoms

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Have you ever thought that radical ideas threaten institutions, then become institutions, and in turn reject radical ideas which threaten institutions?
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Try to reach for a simple, visual phrase that tells you what the picture is all about and evokes the essence of the story
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Sometimes when an idea flashes, you distrust it because it seems too easy. You qualify it with all kinds of evasive phrases because you’re timid about it. But often, this turns out to be the best idea of all.
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My initial thoughts about what a title can do was to set mood and the prime underlying core of the film's story, to express the story in some metaphorical way. I saw the title as a way of conditioning the audience, so that when the film actually began, viewers would already have an emotional resonance with it.
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The ideal trademark is one that is pushed to its utmost limits in terms of abstraction and ambiguity, yet is still readable. Trademarks are usually metaphors of one kind or another. And are, in a certain sense, thinking made visible.
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For the average audience, the credits tell them there's only three minutes left to eat popcorn. I take this ‘dead’ period and try to do more than simply get rid of names that filmgoers aren't interested in. I aim to set up the audience for what's coming make them expectant.
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Logos are a graphic extension of the internal realities of a company.
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