and the society within which our company operates much of the information you're already familiar with but perhaps this familiar information looked at from a new point of view will produce new insights let's begin some people in our society feel regimented others feel free still others see Society is dehumanizing zip code 90046 Social Security number 52422 3588 telephone 876 0930 77221 43 2168 4572 75 34218 4218 5 52 871 4 4469 293 and 3021 446 70469 9321 youth examines adults forget the Hang-Ups Freedom man that's what it's all about yeah feedom man that's what it's all
about adults puzzle over youth there not a thing in their minds but the satisfaction of their own egos oh I'm not complaining and I know times have changed but certain things remain constant when I was a Youngster hello down there I knew right from wrong we knew the value of a dollar and we knew the meaning of hard work and sacrifice we're fighting a war making a peace integrating segregating getting richer getting poorer it's quite a time to be alive business has its particular problems young people refusing good jobs investors who are more influenced by
publicity than performance customers complaining about the finest products produced anywhere in the world you say it's not going to be ready for a week well if I can't have it in Blue by Thursday forget it I've been waiting 3 days if that's the way I had a really relaxing day I saw the rose bow game on television live in color it was great except for the flesh tones I don't want to sound like some I'm driving it some car about 90 I get a vibration they just don't make she's got to have the lightest electric
toothbrush big deal let the batteries run down what do you got mouth full of cavi no know in my D probably many of us here today remember when it was quite different my firm belief that the only thing we have to fear is fear itself from H The Pursuit of Happiness had ground to a halt survival was the goal just to have a job but to have a job with security that was the prize in 1933 how long a product lasted was more important than how well it looked Wall Street had forgotten blue sky and
the now talking Blue Chip down to earth safe that was the place to be customers were marveling at the new technology ready to forgive imperfections the story of mert and Marge voices faded and the static interfered but just to have mer Marge in the living room was satisfaction enough the telephone was still a Marvel the longdistance call an adventure I have your party sir hello Steve Steve it's Marvin Steve I can hear you like you were next door I can hear him like he was next door talk talk time is coming Steve listen how how
is it St Louis St Louis how is it I can't why Steve I still can't hear you you're fading that's better yeah I can hear you like you were next door yelling listen Rose want say hello say hello Rose St Ste hello that's enough Rose Don't Hug the phone Sam say hello to Steve hello Steve that's enough Sam Steve Steve the three minutes are almost up Rose say goodbye goodbye Steve stepen I'm hanging up the phone goodbye I wanted to say goodbye it was worth every penny what a country I mean what a country how
did the Bell System look then and in those unsettling years that followed we matched the Styles fed the needs of the time we looked safe durable contemporary part of the vacuum tube age times have changed looks have changed as ours not enough we still look as though we were responding to the needs of the past when young people are looking for challenge in their careers we seem to offer only security when customers have come to expect technological Perfection we show up looking non-technological in a fast moving competitive Society we look set in our ways in
an era when Society hello maybe a little not much look at how other companies have had to change to stay current the chase National Bank then looking stayed fitting the times now looking Innovative part of today Westinghouse then looking like an applian maker now looking like a creator of advanced products ConEd then user of coal now the Clean Energy company RCA then electric RCA now electronic where's the look that connects us to today where are the visual signals that identify us as a pace setting organization is this the world's most advanced Communications organization or the
motor pool of the quartermaster core how a thing looks today is as important as how well it works as never before people are influenced by what they see it's not just looking cleaner or nicer or more tasteful it's looking part of the society in which we operate advanced mhm no but we must respond to new needs since 1960 38 of the 100 top Fortune industrial companies had to make a change a major updating change in each of their looks what should the Bell system's New Look be consider the environment from the average person's point of
view believe me hear me read me drink me love me taste me smell me smoke me drive me believe me meop this is the way many people see their world it takes a bit to break true without being rude or irrelevant L we can break through and at the same time help unclutter the visual environment quietly with a look of Excellence beginning with the trademark there are three basic categories of trademarks the monogrammatic form the logo type form and the symbol logo type form each has its strengths and weaknesses the monogrammatic form strength is that
it's simple condensed quickly identified its weakness the viewer must first be taught what the letters stand for before they make sense otherwise it Blends into the environment as so much alphabet soup the strength of the second C category the logo type form is that the name of the company is itself the trademark but it has a weakness keep the lettering easy to read and it gets lost in the typographic environment try to make it Stand Out by stylizing it and you lose legibility to help solve this dilemma some companies surround their local types with geometric
shapes but the shapes being generic can never be unique the third category of trademarks AT&T and the belt companies use now the symbol logo type form it has several strengths the symbol creates the uniqueness of the mark so the lettering and the logo type can remain clear and easy to read with an organization like ours composed of many companies the symbol becomes a flag uniting the companies into a single organization by itself the logo type is just another word in a sea of words but combined the symbol serves as a focal point directing attention to
the name this form of trademark has its weaknesses too such as requiring the use of two elements a symbol and a logo type but all in all it's right for the Bell System except the present symbol the Bell needs updating you here mhm uh-huh that's true yes yes but watch this you saw this apple this apple this apple this apple you saw four different apples but you didn't notice they were different and you were concentrating you see one of the apples has a small Leaf another has a different stem another has a hello put any
kind of a bell inside a circle and people will recognize it as the Bell System Watch different Bells you still see them as a bell how up to date the system looks however depends upon the kind of bell first we looked at the words inside the Bell they didn't work couldn't read them much of the time further they complicated the symbol so we eliminated them next we explored all possible Bell forms searching for the most upto-date expression emerging finally with a bell that has strength and impact and above all the look of today certain visual
forms can remain contemporary over long periods of time we think that new bell is one of them the Mercedes-Benz trademark designed 85 years ago remains contemporary today next we looked at the logo type we explored serif and sand serif letter forms and chose sand serif because of its contemporary look we then tried altering letter forms to develop a distinctive style but found the more unique we became the harder it was to read our decision keep it legible as the bell symbol is unique enough to set the trademark apart member of the Bell System is outside
the Bell easier to read we had our first signal we had our second signal then to further connect the Bell System to today and break through the environment we added a third signal in the Contemporary World Stripes have a message they say competitive confident alert dedicated they say the things we the Bell System actually are these are our stripes Stripes combined with the logo type and the symbol signal an organization on the moon our Rolling Stock becomes another important visual signal in the new look we operate 128,000 Vehicles each a traveling billboard each communicating a
message the new message Belle young in spirit the white highly visible crisp enhances the trademark stays cleaner concealing soot and dust white lowers interior temperatures as much as 10° in warm weather the gray green bottom conceals heavy dirt grime and other Road elements the striping and the symbol are reflective functioning as Daytime Nighttime safety AIDS at distances and when there's only time for a quick look the stripes become the prominent signal identifying the Bell System we employ 71,000 installers making 30 million premise calls a year the New Look proposes wearing apparel for these men how
they look affects our business few strangers allowed into homes have such close contact with families as do telephone men they should justify the confidence placed in them by their behavior their competency their appearance this man looks trained qualified reassuring when working outside the installers would wear a new jump suit zippers permit the suit to slip over shoes you'll remove the suit before re-entering the house so not to track dirt inside the new Jump suit is reinforced for protection when crawling presently installers wearing their own clothing can only be identified by an ID card carried in
their wallets the new apparel would satisfy an important identification need we employ 31,000 construction workers the proposed wearing apparel for them is styled to serve functional needs reinforcement on the chest underarms and thighs protects against splinters and creosol burns trim pant legs prevent climbing gaaps from damaging fabric leg pockets are secured with zippers the jackets are shortened the pockets lowered for easier access reinforced areas for protection on the jacket too the concealed Hood pulls out from under the back of the jacket the new clothing would identify if y our men as Bell Telephone people not
as gas people or electric people or civil service people but as employees of Bell on the job maintaining and bettering the telephone system now more visible our public would be more aware of our vast commitment to service the cloes would yes some of the most rugged men alive wear the functional working clothes you call uniforms with nearly all of them displaying Stripes our new clothing is designed to make the man more efficient look better his job easier The Proposal also includes wearing apparel for coin collectors included too is a new look for women in close
contact with our public the fashion news this year is not originating in Paris London or Hollywood but in Bell offices across the country by 28,000 service Representatives Simply Stunning imagine getting paid to wear clothes like these more flattering than anything offered by the airlines Come Fly with bell not just a single outfit but a complete Ensemble for Monday's girl Tuesday's Girl for every day of the week you appear to have a closet full but the variety actually stems from a clever combination of a few basic items tellers airport attendance message center girls fashion models needn't
apply these clothes are designed for ordinary girls from the very slim to the not so slim designed for young people of all ages the new bell stripes in flattering feminine Shades add the perfect contemporary touch these girls may not the operators but they're making good connections between the phone company and its public mbel has gone M stripes on phone booths make them more visible more contemporary the new bell look will be seen everywhere un phone signs building signs Flags jewelry for men display stands Bill forms directories packaging what does this all add up to this
new bell look our present look dull our new look alert our present look grab our new look crisp present look government issue New Look enterprising our present look indifference our new look Pride our present look gas company electric company unidentified our new look Bell System trained members of a coordinated team our present look unrelated uneven our new look related coordinated today our present look inconsistent our new look unified our present look traditional our new look contemporary our present look Loosely connected uneven quality our new look connected consistent our present look weak signals our new look
strong signals our present look hard to see unrelated our new look easy to see consistent our present look oldfashioned different kinds of companies our new look up toate a system in the new look each impression contributes to the whole each signal one piece of a mosaic operated as a national Visual Communications system it will introduce into every town in this country the new bell look of Excellence the new look for many will be their assurance that they should join us stay with us invest in us and that we believe in and act by our commitment
to an Ever improving service gentlemen Bell is alive and living in the mainstream of today with a look that says we will be the communications leader of tomorrow just as we lead today la
