Script:
There are four super common and cliché phrases that we hear or read everyday: Made in China, I love you, Make the logo bigger and I love NY. We won’t talk about the first three, but I do want to talk a bit about the last one and its creator. If you are a designer or if you are just a really well informed history enthusiast, you probably already know that I’m talking about Milton Glaser. There are a few names every graphic designer should know. And Milton Glaser is one of them.

He was born and raised in New York City and graduated from Cooper Union in 1951 with a Fulbright scholarship. In 1954 he co-founded the revolutionary Pushpin Studios alongside Reynold Ruffins, Seymour Chwast and Edward Sorel. Pushpin Studios was revolutionary. It was a design studio that replaced the dull modernism with funny and fresh ads. The studio was also a powerful influence in the graphic design world. Pushpin Studios was the first American studio to ever be featured at the Louvres Museum of Decorative Arts in Paris.
Throughout his career, Glaser created some of the most famous posters and prints. His work has been and is still featured in museums and exhibitions worldwide. Later on, with Clary Felker by his side, Glaser founded the famous publication The New York Magazine. After nine years of being the creative director for The New York Magazine, Milton felt the need to make his own company. This is how Milton Glaser Inc. was born. He decided to use a different strategy and focused more on corporate identities, interior design and product design. He created logos, web design, brochures and anything that is design related. In 1974 he teamed up with Walter Bernard to create the publication design firm WBMG. This firm has been responsible for the complete redesign of three major newspapers: The Washington Post in the U.S., La Vanguardia in Barcelona, and O Globo in Rio de Janeiro.

One of Milton Glaser’s earlier works is the Bob Dylan poster, a true masterpiece currently exhibited in the Smithsonian Museum. Art Nouveau and Marcel Duchamp's work inspired Glaser to create one of the most famous posters. Depicting Dylan with kaleidoscopic hair, the Glaser poster has been described as “psychedelic” and is often associated with rock posters produced in San Francisco at the same time. Milton’s only regret concerning this poster was that he didn’t put enough work into how he drew Dylan’s hair. And I quote: “I would have redone the hair, it’s a little clumsy.”
The Brooklyn Beer, was an intriguing project. Glaser didn’t just create their visual identity, he recreated their identity as a whole. The owners of the Brooklyn Beer, had different visions for their company's identity. Since he was a newspaperman, Steve wanted to name his new venture The Brooklyn Eagle Brewery. Milton, however, saw that no one had claimed the name “Brooklyn Brewery”. It was a wide open space and Milton seized the opportunity. Brooklyn Brewery became a landmark in New York and they successfully created a beer that tasted like the beers of nineteenth-century New York City.
I saved the best for last. The I love New York logo is probably Glaser’s most popular work. When the Wells Rich Agency received the task of developing a marketing campaign for the New York State, they found Milton Glaser most fit for the task. So they hired him. He designed the logo pro bono, expecting the campaign to last only a few months. He didn’t expect the massive impact the logo will have worldwide. After the 9/11 events, the logo became even more famous. Everywhere in New York people were wearing “I love New York” T-shirts and, in the light of the sad events, Glaser decided to modify the logo to commemorate the attack. After that, the logo read “I love New York More Than Ever” and there was a little black spot on the heart.