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Three lessons from… Milton Glaser



The wisdom of one of the world´s best-known designers, Milton Glaser, kickstarts our DMA Partners series, ‘Three lessons from…’ which takes a look at what we can all learn from some of design & communications’ most influential individuals.

The creative who never stops creating

Milton Glaser (1929), is a graphic designer, illustrator, and co-founder of Pushpin Studio. Even if you don’t know the man, you will have definitely seen his work. From the ‘I ♥ NY’ slogan to Fortune 500 and Esquire covers, Milton Glaser´s portfolio serves as inspiration for all of us.



Three lessons from Milton Glaser

1) – Use beauty to grab the viewer’s attention-

Glaser remarks: “Beauty is a mechanism to move us towards attentiveness…You realise we all have a genetic capacity and need to experience beauty.” We all love beauty, so next time you´re about to finish a project it´s worth asking yourself – is it as beautiful as it can be?

2) ­–It´s important to like your client-

“All the work I have done that was meaningful and significant came out of an affectionate relationship with a client”, Glaser writes. Our best work is often for those we like best. Find people you truly like and work for them.


3) -Every good work needs an element of puzzle-

Think of some of the greatest artists that have ever lived… Picasso, Dali, Duchamp. Their work is seldom immediately understood and yet millions are fascinated. We love a puzzle and as Glaser states “the reason for using a puzzle is that things that are said directly and obviously are very often ignored.”


If you´re interested in knowing more about Milton Glaser, here are some interesting resources:


Milton Glaser: 10 things I have learned:

Milton Glaser Big Think interview:

Milton Glaser´s portfolio:

And for a great documentary, Milton Glaser: To inform and delight: https://www.youtube.com/watch?v=jZ1YHqgZzGQ


And please let us know your thoughts: toby.carpenter@dma-partners.com

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