Poetry in motion ...
Saul Bass
For his unforgettable, cutting-edge work with cinematic titans such as Hitchcock, Preminger and Scorsese, Saul Bass is considered the undisputed originator of film title design.
Constantly exploring new and innovative methods of production and design, Bass elevated film titles to an art form. One of the first to realize the untapped storytelling potential of the opening and closing credits of a film, Bass's approach to titles was to pre-tell or hint at the story to come by introducing characters, giving clues to the plot or setting the tone of the film.
Bass is most known in the film industry for the title sequence he designed for Otto Preminger's film The Man with the Golden Arm. Using simple but striking geometric cut-outs of bold white lines against a black background, this memorable title sequence ended with one line morphing into a bent and nearly broken arm, effectively communicating the subject and mood of the film.

Bass was also responsible for some of the best-remembered, most iconic logos in advertising, including the Bell Telephone, AT&T and United Airlines logos.
    

Upon his death in 1996, the New York Times hailed Bass as “the minimalist auteur who put a jagged arm in motion in 1955 and created an entire film genre … and elevated it into an art.”

Legendary director Martin Scorsese described Bass' approach to title design as envisioning “an emblematic image, instantly recognizable and immediately tied to the film.”

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