Today’s front page Chicago Tribune headline reads: “Deal, then no deal.” The USA $770M bailout, an excellent example of how not to sell a concept has been bothersome all week. What immediately comes to mind? What would Saul Bass have done?
SB could present! He could fit the pitch for the occasion. Legend has it that in 1973 Saul asks United Airlines for $1 million for a new identity. A lot of money then. With check deposited SB lines up a theatre, clears out the chairs and replaces them with 200 Barcelona chairs. Then he hires “attendants and pilots” in freshly designed uniforms to seat the attendees. He places examples of the color palette, the ticket counter, brochures, signage, the logo, the airplane. Everywhere.
When everyone is seated the lights dim. The stage lighting warms up and out walks SB dressed for the occasion: a purple cape. He walks towards the podium with signature cane — the cane often used as a musical director’s baton. The stage lights dim. The rest is history. A long-lived identity program.
Research for this post lead to this YouTuber ” brooksy362436’s ” school project created as if Saul Bass animated the title sequence for “Star Wars.” The music is “Machine” by the Buddy Rich Band.
Is the bailout a good idea? I’m not smart enough to answer that one. But I wish someone would show up who can convince me it is.