“My biggest sale using this approach was the Rockwell International logo and subsequent branding, which paid the Bass firm more than $2 million in fees over two years. Continental airlines paid us about a half million.” — Dr Bill Haig.
Quoted from Print Magazine’s article titled Would you buy a logo from this man?
I asked Bill (who worked alongside Saul Bass) about those costs, and about the specific deliverables involved with each project. Here’s what he told me.
“I was the account manager and had a separate design team of 16 working under me. As an example we created a whole new approach to Continental’s City Ticket Office as well as the check-in desks and pre-board waiting areas.
“Bruce Burdick was called in to work with us, and it sure was revolutionary in 1968. We created a whole new easy-to-read timetable format. Then there was the plane stripping with the golden tail, all the print material, uniforms, signage… it goes on.
“I remember the logo and plane marking design was $30,000. We did a photo logo identification evaluation (old logo and junk branding) of all their station’s public contact including print stuff. That was $10,000.”
“Rockwell’s logo was $90,000. When North American Aviation and Rockwell Standard merged they had 24 divisions and each division had its own unique jobs. When the logo was being designed we consulted on naming and renaming several divisions to fit into a workable nomenclature system.
“Unique jobs included the Boston Gear division, for example, that had a packaging design project for all its gears. Aero Commander had sales offices. We did a modular signage system for all divisions. We worked on a stationery and business card print job for all divisions at one printing location, then shipped everything to all divisions. We created a graphic standards manual as we went along. We came up with special coveralls with a large logo on the back for better TV viewing for the Roketdyne division guys at the historical first moon landing.”
“We did a fleet of 30 private aircraft markings. And it goes on and on until we finished Willard Rockwell‘s private deck of playing cards.
“We were billing about $75,000 to $90,000 a month and I was supervising about 50 separate implementation jobs each month as account manager. It’s hard to break out the specific fees for each segment.”
It’s rare when we get to see what the top players earn(ed) for their work. Many thanks to Bill Haig for sharing his knowledge on the Saul Bass logo cost.
Visit Bill’s website Powerlogos Design and read the book he co-authored The Power of Logos: How to Create Effective Company Logos.
From the archives is an intriguing look into how Saul Bass pitched the Minolta logo.