Most independent or major studio had their own title art logo used as the background for their screen credits and they used it almost exclusively on every movie that they produced.
Big studios were losing out to TV shows and needed ways to bring people back to the theater.
With studios ready and wanting to invest more money into every part of films, title design became a great point of interest.
Soon enough, a new generation of designers began to catch the attention of directors such as Alfred Hitchcock, Otto Preminger, and Stanley Donen.
The application of new technology and software make experimentation easier and faster , further pushing the boundaries of what designers were capable of; including the combination of animation, cinematography, graphics, special effects, and typography.
Quality artists met this challenge by designing their artwork to "set a mood" and "capture the audience" before the movie started.
Phill Norman was a contemporary American film title designer at the same time One famous example of the form is the work of Saul Bass in the 1950s and 1960s.