https://99designs.com/blog/famous-de...a-century/amp/Logo designer William Haig recalls working with Bass on the Continental Airlines logo — the first of what Haig calls “credibility based logo design”:

I came back with 1500 slides. Saul and I were in a late night meeting discussing what the Continental look meant and what inference we could make for a new Continental logo design as the beginning of a new image program. I remember Saul saying something like, “If this were Western Airlines, we would just make a ‘western’ looking logo complete with an ‘out west look’ reminiscent of cowboy gear.” But this was Continental, an airline known at the time for its high service image.
[img]data:image/svg+xml;charset=utf-8,<svg height="239" width="622" xmlns="http://www.w3.org/2000/svg" version="1.1"/>[/img]Saul Bass’ famed “jetstream” logo for Continental Airlines (1968)

This particular logo was ultimately replaced in 1991 but, as with all of Bass’ creations, the distinctive look of the original will live on in graphic design history.