How many times does a copywriter get to undo something Saul Bass did? That's exactly what happened during my Wiener time. Old Saul ditched the “Der” in his version of the Wienerschnitzel logo. Knowing how many people still loving called the hot dog joint Der Wienerschnitzel, my partner and I brought the Der back. Our goal was to make Der part of Southern California slang, hoping people would use it to describe anything good or great. We got about half way there before the client got bored (scared) and moved on. I like to believe we got Saul to do a full spin in his grave. And if you don't know who Saul Bass is, that's not Der at all.