Beer and logo design as a topic for New York Times? And with Milton Glaser himself? Awesome!
“I have a theory that most of design, in general, is the creation of affection,” says Milton Glaser, the 84-year-old graphic-design legend, who created the I ♥ NY logo. When it comes to craft beer, Glaser, who also designed the Brooklyn Brewery identity, believes that it comes down to creating a label that looks quirkily amateurish — if not downright unprofessional. “The one thing you don’t want to look like is Budweiser,” Glaser says. “This creates a paradox: How do you deliberately create the illusion of not knowing what you’re doing when you actually do?” As he notes below, some companies do it better than others.