Bell System

Brand Guidelines

1970

Brand Summary

Mission

• To create a unifying force through consistent and proper use of graphic identification elements, ensuring clear and recognizable communication for Bell System companies, products, and services [^1].

Core Values

• consistency
• clarity
• recognizability
• visual integrity
• modernity
• heritage

Target Audience

• Individuals involved in visual communications for Bell System companies, including employees, designers, and those responsible for applying corporate identification graphics [^2].

Personality Traits

• modern
• forward-looking
• strong
• compelling
• professional

Visual Identity Overview

• The visual identity centers on the new bell symbol, company logotypes, and stripes. The bell symbol is a simple, geometric, and highly recognizable mark, used in specific color treatments (primarily Bell Blue and black) and strict arrangements. Logotypes are custom-spaced Helvetica Medium, and stripes in blue and ochre reinforce the brand. The guidelines emphasize minimalism, clarity, and consistency across all applications [^3].

Categories

Logo Usage

• The symbol must be photomechanically reproduced from approved copy. For sizes beyond photomechanical capabilities, there are two techniques provided. A grid-form for hand reproduction appears on page 10, and an engineering drawing is available from AT&T, Engineering Manager-Buildings.
• Under no circumstances is the bell symbol to be redrawn, reproporlioned or modified in any manner.
• For purposes of extreme reduction, an alternate version of the bell symbol has been developed. Version A below is the normal weight, for use in sizes above ½ inch in diameter. When reduced beyond this point, Version A appears too light, particularly when used with a logotype. Version B has been designed with more weight to compensate for this factor. When used at 2 inch diameter and smaller, Version B retains the appropriate strength.
• The reproduction sheets and negatives with which you are provided utilizie both versions-all symbols ½ inch or less are Version Band all those larger are Version A. Do not reduce the larger (A) symbols below Ye inch, or enlarge the smaller (B) symbols above ½ inch.
• Bell Blue should always be given first consideration as a color for the bell symbol. Because Bell Blue offers sufficient contrast to white, it is permissible to use the symbol in Bell Blue against a white background or (Demonstration A-1) in white against a Bell Blue background.
• Where Bell Blue is not available, it is permissible to use the symbol in black or (Demonstration B-1) white against black.
• In similar circumstances, it is acceptable to use a color other than Bell Blue for the symbol or as a background for the symbol in white, provided the color selected offers sufficient contrast to white.
• Do not add shapes or other graphic devices to the symbol; they will destroy the silhouette of the symbol and interfere with its ability to be understood at a glance.
• For the same reason, do not place the symbol against a background of strong pattern or texture.
• Never use more than one color in the symbol. This also will destroy its highly recognizable overall shape, as well as its design integrity.
• Similarly, the background and negative areas (the areas inside the circle and bell shapes) must be of a single color.
• Do not intersect the symbol with color panels, illustrations or other graphic devices.
• The grid pattern below is intended for large reproduction of the symbol when photomechanical methods are impractical. It should be followed as accurately as possible. Also available from AT&T, Engineering Manager-Buildings are engineering specifications which permit the mechanical construction of the symbol with great accuracy.

Color Palette

• Bell Blue should always be given first consideration as a color for the bell symbol. Because Bell Blue offers sufficient contrast to white, it is permissible to use the symbol in Bell Blue against a white background or (Demonstration A-1) in white against a Bell Blue background.
• Where Bell Blue is not available, it is permissible to use the symbol in black or (Demonstration B-1) white against black.
• In similar circumstances, it is acceptable to use a color other than Bell Blue for the symbol or as a background for the symbol in white, provided the color selected offers sufficient contrast to white.
• Select colors or tints which offer sufficient contrast to their background.
• Never use more than one color in the symbol. This also will destroy its highly recognizable overall shape, as well as its design integrity.
• Similarly, the background and negative areas (the areas inside the circle and bell shapes) must be of a single color.
• The preferred color treatment for all trademarks is the symbol in Bell Blue and the logotype in black. While circumstances of production may sometimes preclude the use of these colors, the following rules must be observed at all times.
• When a background color offers equal contrast to black and white, the symbol may be white and the logotype black. Bell Blue is such a color. However, this situation may not be reversed.
• The entire trademark may be used in one color, provided the color selected offers sufficient contrast to the background upon which it is placed. Black or Bell Blue are preferred.
• The entire trademark may be black on a color background, provided there is sufficient contrast for good legibility. Here again, Bell Blue is ideal.
• When neither black nor Bell Blue is available, it is permissible to use the trademark in another color, provided the color selected offers sufficient contrast to the background on which it is placed.
• Similarly, the entire trademark may be dropped out of a color with sufficient contrast to its background or white.
• When using Bell Blue and black, the symbol must always be Bell Blue; reversing the color order as seen here will distort the relationship of the symbol to the name.
• Similarly, when applying the trademark against a Bell Blue background, the symbol may not appear in black and the logotype in white.
• Always select a color which is dark enough to offer sufficient contrast to its background to provide good legibility.
• The same is true when the trademark must appear on a colored background. If the color is too dark for the trademark to be easily read in black, the trademark should be dropped out.
• When using two or more colors, none of which are Bell Blue, the trademark may not appear in more than one color. It is not permitted to use a color other than Bell Blue for the symbol unless the entire trademark is one color.
• The same principle applies when a trademark appears on a colored background which is not Bell Blue: the entire trademark must appear in one color.

Typography

• Logotypes have been specifically designed for each of the Bell System Companies. While they are based upon the type face Helvetica Medium, each has been carefully re-spaced and, in many cases, letters have been modified or redrawn. The result is an individual signature for each company, each of which has an even “color” and pattern of letters. This effect cannot be duplicated by typesetting of any kind.
• It is imperative that logotypes be reproduced from approved reproduction copy only.
• As in the case with the symbol, the logotypes have been modified for the purpose of small reproduction. Version A below is normal letter spacing for reproduction in sizes above Ve inch. (Dimensions refer to the height of capital letters.) Its color and pattern of letters are highly legible in these sizes. Version B, as is apparent, has greater letterspacing and is to be used for reproduction in sizes of 1/s inch and smaller.
• In instances of relief printing on soft stock (such as newsprint) or crude printing processes (such as postage meters) Version B may be used in sizes up to ¼ inch.
• Both Version A and B are used in the reproduction sheets which have been provided you.
• The demonstrations on this page further explain the differences between the modified logotypes and standard typesetting. They are typical of the kinds of modifications that have been made to all logotypes.
• Demonstration A: A normal typeset “Te,” with the space between the letters imposed by the physical nature of the type body.
• Demonstration B: The letters have been re-spaced to eliminate the “hole” between them.
• While this kind of spacing can be accomplished by “kerning” or phototypesetting, the precise degree of change is still dependent upon the taste and judgment of the individual typesetter and, therefore, very inconsistent. This is true of all letter combinations, not just the “problem” combinations such as “Te,” “sy” etc.
• Demonstrations C and D: Modifications of the logotypes create a flowing word unit, as compared with the typeset versions above them. The colored areas indicate where space has been removed from the logotypes shown.
• Demonstration E: The first “r” in Northwestern is typical of situations in which a letter has been re-drawn for better style and space.

Visual Style

• The symbol must be photomechanically reproduced from approved copy. For sizes beyond photomechanical capabilities, there are two techniques provided. A grid-form for hand reproduction appears on page 10, and an engineering drawing is available from AT&T, Engineering Manager-Buildings.
• Under no circumstances is the bell symbol to be redrawn, reproporlioned or modified in any manner.
• For purposes of extreme reduction, an alternate version of the bell symbol has been developed. Version A below is the normal weight, for use in sizes above ½ inch in diameter. When reduced beyond this point, Version A appears too light, particularly when used with a logotype. Version B has been designed with more weight to compensate for this factor. When used at ½ inch diameter and smaller, Version B retains the appropriate strength.
• The reproduction sheets and negatives with which you are provided utilizie both versions—all symbols ½ inch or less are Version B and all those larger are Version A. Do not reduce the larger (A) symbols below ½ inch, or enlarge the smaller (B) symbols above ½ inch.

Layout And Composition

• The symbol must be photomechanically reproduced from approved copy. For sizes beyond photomechanical capabilities, there are two techniques provided. A grid-form for hand reproduction appears on page 10, and an engineering drawing is available from AT&T, Engineering Manager-Buildings.
• Under no circumstances is the bell symbol to be redrawn, reproporlioned or modified in any manner.
• For purposes of extreme reduction, an alternate version of the bell symbol has been developed. Version A below is the normal weight, for use in sizes above ½ inch in diameter. When reduced beyond this point, Version A appears too light, particularly when used with a logotype. Version B has been designed with more weight to compensate for this factor. When used at 2 inch diameter and smaller, Version B retains the appropriate strength.
• The reproduction sheets and negatives with which you are provided utilizie both versions-all symbols ½ inch or less are Version Band all those larger are Version A. Do not reduce the larger (A) symbols below Ye inch, or enlarge the smaller (B) symbols above ½ inch.
• The grid pattern below is intended for large reproduction of the symbol when photomechanical methods are impractical. It should be followed as accurately as possible. Also available from AT&T, Engineering Manager-Buildings are engineering specifications which permit the mechanical construction of the symbol with great accuracy.

Additional Properties