Bell System Graphic Standards Manual (1970)

In 1970 the bell symbol was on the directory, the truck, the handset, the bill and the booth. The introduction gives two reasons for policing it. "Maintaining our proprietary rights to the new bell symbol depends entirely upon continued proper use. Improper use or design aberrations may affect the legal protection of the mark. Worse, they might seriously undermine the franchise of public recognition, which is one of the most valuable assets the Bell System has in this mark."

Unacceptable color usage takes its own page, as do unacceptable arrangements, and unacceptable application techniques twice over. The closing page asks each person handling visual communications at a System company to "make it a personal responsibility" to follow the guidelines, and sends anyone with a question to their company's graphics coordinator. Fourteen years later the Bell System was broken up and the mark went out of use.