Ever seen the famous “I ❤ NY” logo?
That logo was created by American graphic designer Milton Glaser way back in 1976. Little did he know that the drawing he created while in a taxi, using a single crayon and scrap paper, would become an iconic logo design that would inspire designers everywhere.
Today we’ll be taking a walk through history to see the life of Milton Glaser – his background, his other iconic works, and how we can apply his design philosophy to our modern-day branding process.
Who Was Milton Glaser?
Glaser was born on June 26, 1929. He attended the High School of Music & Art in Manhattan and then studied at Cooper Union, a school that focuses on high-quality education while being tuition-free. He then went to Italy to study at Fulbright under a scholarship, where he was able to fully hone his love for classical art and learn to mix it with modernist design.
He co-founded Push Pin Studios in 1954. The studio rejected tradition and favored “reinvigorated interpretations of historical styles.” Glaser’s works revolutionized graphic design as he mixed classical art with contemporary and eclectic art, creating looks that were more playful and expressive than the norm.
Glaser also formed a publication design agency with Walter Bernard called WBMG in 1983. WBGM will then design 50 magazines and newspapers during their active years. These designs were featured on popular pieces like Time, Fortune, and the Nation.
Glaser's Design Philosophy
“To design is to communicate clearly by whatever means you can control or master.” – Milton Glaser
Glaser focuses on simplicity with a huge impact. His famous I ? NY design contains just text and one colored icon. But the boldness of the red heart, the strong slab serif font, and the perfectly balanced layout give out a sense of boldness – one that can instantly catch your eye wherever you see the logo.
The logo also communicates one powerful message: he loves New York. That’s why he stated that in the design. It may sound so simple, but it's exactly why it works! If he had done an intricate illustration, used visual metaphors, or added some fancy wordplay, the message might not come across as clearly as it did.
Lastly, Glaser believes in using art for social responsibility.
He believes that “Good design is good citizenship.” He only creates designs for causes he believes in and for projects that can help improve existing societal conditions. He says that his job is not to sell things but to communicate his ideas and values in a more meaningful way.
You can see this in action when he created the logo for Angels in America, a play that discusses the devastating impact of AIDS. He also created the I ? NY More Than Ever campaignafter the 9/11 attack. The added bruise on the heart was meant to symbolize the city’s pain, but also to depict resilience and hope.
Lessons for Modern Designers
Glaser’s design philosophies can be easily translated into modern-day designs. This can be through:
Go for Timeless Designs
Glaser’s logos like the I ? NY and the DC logo (yes, he also created that one!) have transcended trends. These logos still look fresh and relevant even after many years.
This is because the logos are rooted in simple yet tasteful elements. He mainly focuses on using strong typography, impactful colors, and recognizable shapes.
As a modern designer, you may be guilty of using retro bubble fonts to follow the Y2K design craze or using the current Pantone color of the year. But while doing so may make you look hip, it can also severely age your look once the trends are no longer in.
Focusing on timeless designs is more beneficial for businesses. This way, you won’t need to waste time rebranding or make your look irrelevant after just a short time.
Embracing Versatility
While Glaser excels at simple yet powerful designs, he also mastered various design approaches.
You can see this in his famous Bob Dylan poster. He tapped into the psychedelic vibe of the singer to create a design that features fluid forms in Art Nouveau style.
His “Elementary Doctor Watson” cover is then a complete contrast to his usual style. This one shows a washed-out gentle look. Gone are the vivid colors – instead it comes in muted brown and black to accurately depict the moodiness of the album.
Designers of today can also apply this versatility in their art.
A designer that can create looks in various styles is favored by clients thus making it easier to land jobs. This is because you can create designs suitable to a specific message, aesthetic, or branding that a business is going for.
Balancing Art and Functionality
Glaser states, “Design is the process of going from an existing condition to a preferred one.”
He believes that a design should be functional and not just rooted in aesthetics. It’s not a matter of just looking good. Does the design serve a purpose? Will this help a person understand your message?
This is essentially the core of all UI and UX design. The main focus should be functionality and intuitiveness. If your design can be easily understood by your users, if they easily go from Point A to B, then it means it's a good design.
Designers can apply this concept to their website, mobile app, or even when making sure their site is mobile-friendly or not.
Show Your Values
Glaser was deeply influenced by his sense of social responsibility. His works reflect his political awareness, his belief that art should play a role in society, and other values he supports.
Brands that stand by their values have seen success in the modern era. You can see this in Patagonia, a brand that is known for its eco-friendly products and sustainability efforts. Another example is Aerie, a clothing brand famous for focusing on inclusivity and diversity.
People are more likely to support a brand that aligns with their values and beliefs. By making a clear stand, you build a stronger connection and loyalty with your customers.
Glaser’s beliefs also ring true for designers. Let’s be honest – it is way easier to create a poster for an animal shelter you volunteer in as opposed to an ad for Brand X that you may not be particularly invested in.
And there’s nothing wrong with that! Art that is rooted in passion and authenticity will indeed have more impact.
How Glaser’s Work Can Inspire Business Owners
Glaser’s design philosophy and legacy provide valuable lessons for both business owners and designers.
His penchant for simple yet impactful design, bold typography, and authentic art can be applied even today to boost your business growth.
You too can apply his techniques when creating your logo design. Head on to our BrandCrowd site now to access our typography logo maker, customizable poster maker, and more. Who knows, you may just craft a masterpiece!
Looking to hire a designer who can emulate Glaser’s style? We got you covered as well! Check out our creative community here at DesignCrowd to find talented graphic designers who are adept at any art style that you may need.
Written by DesignCrowd on Wednesday, October 16, 2024
DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.
