Milton Glaser Critiques Modern Beer Art

on 28/03/14 at 8:11 am

Booze News

prt_300x630_1384820981“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.

SOURCE NY Times