This morning, Google's usual logo is replaced by a gradually assembling rectangle with triangle-in-circle icon inviting folks to click and watch a video.

Beware: You might be bored by what superficially appears to be annoying self-promotion of the Google name.

Unless you're a major movie buff and realize what's really going on.

A little Googling shows shows the idea was to celebrate the 93d anniversary of the birth of graphic designer/filmmaker Saul Bass, known for stylish movie title segments and posters for many films, including Vertigo and West Side Story.

Design Week gives the homage a big thumbs-up.

Ah, now we see. The opening image recalls Psycho, and other images recall the likes of Spartacus, Anatomy of a Murder and North by Northwest.

So it's not just self-promotion.

But, honestly, the animated images by themselves aren't very compelling, and making the Google name the major design element is repetitive and off-putting.

Better to have used the name "Saul Bass" interspersed with directors' names or movie years, if using the titles would be too obvious.

Good idea. Dubious delivery.

Contact staff writer Peter Mucha at 215-854-4342 or pmucha@phillynews.com.