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The same design firm had created the famous bell symbol for the nationwide phone monopoly in the late 1960s. This icon--which achieved a remarkable 93 percent recognition rate in the United States--aspired to the simplicity and directness of a sans serif letterform. In 1984, the familiar bell symbol was transferred to the divested "Baby Bells," and Bass & Yager designed a striated sphere for AT&T, aiming to signify the corporation's international stature and the ascendence of digital communications.
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