Corporate indentity, logos and branding become the over-arching approach in advertising to help deliver the concept of value in a company in relation to its products.

4. Swiss Style International Typographic Style The face was a hallmark of the modernist Swiss Style . The International Typographic Style, also known as the Swiss Style, is a graphic design style developed in Switzerland in the 1950s that emphasizes cleanliness, readability and objectivity. Hallmarks of the style are asymmetric layouts, use of a grid, sans-serif typefaces like Akzidenz Grotesk, and flush left, ragged right text. The style is also associated with a preference for photography in place of illustrations or drawings. Many of the early International Typographic Style works featured typography as a primary design element in addition to its use in text, and it is for this that the style is named.

6. The cover art for Direction magazine proved to be an important step in the development of the “Paul Rand look” that was not as yet fully developed. The December 1940 cover (See Figure A), which uses barbed wire to present the magazine as both a war-torn gift and a crucifix, is indicative of the artistic freedom Rand enjoyed at Direction; in Thoughts on Design Rand notes that it “is significant that the crucifix, aside from its religious implications, is a demonstration of pure plastic form as well . . . a perfect union of the aggressive vertical (male) and the passive horizontal (female). "In ways such as this, Rand was experimenting with the introduction of themes normally found in the “high arts” into his new graphic design, further advancing his life-long goal of bridging the gap between his profession and that of Europe’s modernist masters.

7. Producto Cigars Poster 1953.

8. Ford - Signs that say safe driving, 1966

10. Poster for the New York Subways Advertising Company, designed by Paul Rand, 1947.

11. Package designs 1973

15. Paul rand miscellany magazine cover

22. Saul Bass (May 8, 1920 - April 25, 1996) was a graphic designer and Academy Award-winning filmmaker, but he is best known for his design on animated motion picture title sequences, which is thought of as the best such work ever seen. During his 40-year career he worked for some of Hollywood's greatest filmmakers, including most notably Alfred Hitchcock, Otto Preminger, Stanley Kubrick and Martin Scorsese. Amongst his most famous title sequences are the animated paper cut-out of a heroin addict's arm for Preminger's The Man with the Golden Arm, and the text racing up and down what eventually becomes a high-angle shot of the United Nations building in Alfred Hitchcock's North by Northwest. Saul Bass designed the 6th AT&T Bell System logo, that at one point achieved a 93 percent recognition rate in the United States. He also designed the AT&T "globe" logo for AT&T after the break up of the Bel System.

27. Advise and Consent is an American 1962 motion picture A film is a fictional behind-the-scenes look at Washington, D.C. The story follows the machinations set into play in the U.S. Senate when a second-term president surprises his political party by nominating a liberal nominee for secretary of state -- and, one with a hidden past.

28. Bass's new globe replaced the company's previous logo, a bell. Although Bass himself had updated the bell in 1969, the icon had been in use for nearly 100 years before it was replaced in 1984. It was, in many ways, the perfect symbol for the AT&T brand: Not only was it a simple mnemonic for the company's original founder and the inventor of the telephone, Alexander Graham Bell, but bells symbolize sound, and many bells (church bells, doorbells) connect people. AT&T essentially made sound boxes that connected people. And what a globe it was! Emblazoned in a UN-style blue (an element Bass borrowed from the bell), the globe's racing longitudinal lines thinned to white in what would be North America's location, subtly positioning that continent as the information flashpoint for an increasingly wired world. The icon presented the globe as a unified, country-less sphere, coursing with information.