This article was published more than 2 years ago. Some information may no longer be current. Bell Canada's head office in Montreal, on Aug. 5, 2015. Ryan Remiorz/The Canadian Press ...

To painters, it may simply be known as Pantone 301. But Bell Canada is hoping to formalize it as “Bell Blue,” after applying earlier this month to trademark the colour used across its branding.

Come into the conference room and take a seat, please. It’s 1969, and you’re an executive at Bell Telephone (now AT&T). Legendary graphic designer Saul Bass is about to pitch his plan to ...