Saul Bass.

Saul Bass (May 8, 1920 – April 25, 1996) was a graphic designer and filmmaker, best known for his design of film posters and motion picture title sequences. Bass became widely known in the film industry after creating the title sequence for Otto Preminger's 'The Man With The Golden Arm' (1955). 
The subject of the film was a jazz musician's struggle to overcome his heroin addiction, a taboo subject in the mid-'50s. Bass decided to create a controversial    title sequence to match the film's controversial subject. He chose the arm as the central image, as the arm is a strong image relating to drug addiction. The titles featured an animated, white on black paper cut-out arm of a heroin addict. As he expected, it caused quite a sensation.

"You remember that the film was about drug addiction, and the symbol that is the arm, in it's jagged form express the jarring disjointed existence of the drug addict..."- Saul Bass.

"North By Northwest" - 1959.

"PSYCHO" - 1960.

"Not With My Wife, You Don't!" - 1966.

These examples of Saul's work show how he uses the genre of the film as the base for it's title font and format of the sequence... for example, "PSYCHO", the suspense/horror by Alfred Hitchcock is dark and disjointed, representing the plot to come. This is in stark contrast to the titles of "Not With My Wife You Don't!" a comedy starring Tony Curtis, which uses vivid colouring and animated characters to liven it's opening titles.