Why I Design

I learned how to behave by Saul Bass. There seemed to be several options. I could mature into a more seasoned designer and become crankier. I could become bitter and competitive with younger designers. I could desperately try to remain young, wearing clothes better suited for a 14 year old. Or, like Saul, I could be magnanimous and helpful. Saul was enormously helpful to us when we started AdamsMorioka. He provided wisdom I still use. He sat through a long dull lecture at Aspen to wait for our talk. Saul patiently listened to my ambitions, and was always available. Now when I read his recent book, I continue to be in awe.

After Saul passed away, I went to his memorial at the Academy’s Samuel Goldwyn Theater. It was a truly life changing event to see the collection of his titles on a huge screen with magnificent stereo sound. When I show Saul’s title sequences to my students they are impressed, obviously, and hopefully inspired. But they cannot experience the magnificence of Saul’s work on a wide Cinemascope screen. His titles are each wonderful, but the credit sequence for West Side Story is a miracle. It is moving, eloquent, artful, and beautifully crafted. No matter how hard my day is, this sequence always reminds me why I design.