Did you know that AT&T used to be part of one of the largest companies in the world?
For much of the 20th century, the Bell System—also known as “Ma Bell”—controlled nearly every aspect of telephone service in the United States. From manufacturing equipment to running local and long-distance networks, the Bell System was a telecommunications giant. And while the company was ultimately broken up in the 1980s, its legacy still lives on—not just in today’s AT&T, but in the now-vintage pieces it left behind, including its iconic advertising signs.
A Brief History of the Bell System
Founded in 1877 by Alexander Graham Bell, the Bell Telephone Company laid the groundwork for what would become the Bell System. Starting with only 778 telephones in 1877, the Bell System evolved into a vast network encompassing local and long-distance telephone services, manufacturing, and research and development. The system included entities like Western Electric (manufacturing) and Bell Laboratories (research and development), all under the umbrella of the American Telephone and Telegraph Company (AT&T), which was established in 1885 as an American Bell Telephone Company subsidiary.
By the early 1980s, the Bell System was one of the largest monopolies in the world, with assets of $150 billion and over one million employees. In 1982, federal lawsuits forced AT&T and the Bell System to break up their monopoly, leading to significant restructuring. The result was the creation of several regional companies known as the “Baby Bells”, while AT&T retained its long-distance services as well as its research and manufacturing divisions. Today, AT&T continues to be a major player in global communications, building upon the legacy established by the original Bell System.
Bell System Advertising Evolution
In the late 19th century, as public pay-phones became more widespread, there was a need for standardized signage to indicate their locations. Angus Hibbard, then general superintendent for AT&T, observed that blue and white signs were particularly eye-catching. Inspired by this, he designed the first Bell System sign featuring a blue bell symbol with the words “LONG DISTANCE TELEPHONE” in white.
Hibbard’s first rendering included adopting the Liberty Bell shape in blue and attaching a set of wings to indicate the flight or spread of modern telephone transmission. Eventually, the decision was made to remove the wings, and the resulting simpler design that was adopted in 1888 became a recognizable emblem of Bell telephone services.
One of the very first recorded instances of the Blue Bell sign being displayed occurred in 1888 at a Wrentham, Massachusetts drug store that provided access to a long-distance phone line between Providence and Boston. As AT&T established more long-distance public telephone stations, the “LONG DISTANCE TELEPHONE” signs became available in etched glass for use as windows in early long-distance telephone booths and also in iron enamel.
Bell Systems porcelain flange sign outside a Missouri restaurant in the 1910s.
Local Bell operating companies began to reap the advertising benefits of the iconic Blue Bell sign in 1895 when the word “LOCAL” was added to the wording “LONG DISTANCE TELEPHONE”. This was done to indicate that exchange as well as long-distance service was available wherever the sign was displayed. The original “LONG DISTANCE TELEPHONE” signs often remained displayed in locations where non-Bell operating companies provided local service well into the 20th century.
Over the years, the Bell System’s advertising signs evolved in design and purpose. Porcelain enamel signs became a popular choice due to their durability and vibrant colors. These signs were often placed in public areas to indicate the presence of telephone services. Because the Bell System was so expansive, it produced a wide variety of signs and advertisements, each with unique designs and purposes—many of which are now highly sought after by collectors.
Bell Systems sign still hung out in the "wild" today.
Bell System Underground Porcelain Telephone Cable Signs
The shop has a few great examples of the company’s advertising and safety signage. Typically featuring the iconic Bell logo and clear lettering, these signs were used to mark the locations of underground telephone cables. Their durable porcelain enamel construction ensured they withstood the elements, maintaining their visibility and legibility over time.
Today, signage from the Bell System is sought after by collectors and enthusiasts of industrial decor. Their historical significance, combined with their sturdy construction and classic design, makes them ideal pieces for adding a touch of vintage industrial charm to modern interiors.