Frank Jons: chromatic explosions!
He could have ended up as a partner in an auditing firm, but a job interview convinced him to follow his true calling: painting. Interview.
Milton Glaser: The Keys to Branding Nation
Born in 1929, Milton Glaser was the creator of the “I Love New York” logo. But he was already exhibiting at the MoMA before working for the “Big Apple.” He was the most admired graphic designer in the United States.
How does design affect people’s lives?
It all depends on how you define design: every human activity is a form of design. You are designing when you prepare a meal, plan something for your children, or manage your appearance. Design is a deliberate act accessible to everyone. It is the decision to transform something into something else. It is also the outcome of that action. In the end, the real question is: who is in charge of a project or a decision? Design is inseparable from power.
How can an individual create such change?
A well-functioning democracy is one where citizens feel they have the privilege—even the obligation—to make a difference. For instance, by encouraging the government to change a flawed law. But to achieve that, people must create content capable of instilling a sense of change. The “I Love New York” logo is emblematic: it generated that feeling of responsibility and transformation among the population. In my career spanning sixty years, that project remains the most memorable. It has been working brilliantly for more than thirty-five years.
How do you explain its success?
A good logo must be persuasive. The public reacts based on choice. To influence that choice, you have two levers: first, the logical register—selecting the color, font, or shape that seems most appropriate. But that is not enough. That is why designers need artistic training to add the touch that will make a logo truly compelling.
Could you give other examples?
Sometimes a single phrase or image can shift the direction people take: the American flag is a great example. The swastika is another. Repetition benefits a logo, but it must above all be easy to remember. A person should be able to recreate the image in their mind. Apple has succeeded in making people forget many other companies that used an apple. Coca-Cola is an extraordinary brand that everyone knows, while most people can’t recall Pepsi’s logo.
What advice would you give Luxembourg for its branding?
I must tell you; people pay me outrageous sums for that kind of advice. (Laughs). Personally, I don’t associate Luxembourg with anything specific today. So I would begin by highlighting some distinctive features of the country. For instance, if cheese is produced there, I’d promote recipes, organize a cheese festival, tastings, a “Cheese & Pickles” day… I would want people to like the concept, remember it, and talk about it with friends. The key is making people understand that visitors are welcome, while giving them ideas for things to see. The logo would be the outcome of that deep reflection.
“Design is inseparable from power.”
“What matters is that people understand visitors are welcome.”
How do you get everyone to agree?
You need to choose the right designer. Hire a talented artist. On the other side, you must rely on the flexibility of the decision-makers. Powerful people often think they know everything. You have to pair a fantastic creation with an audience that has an open mind.
Is there value in choosing a famous designer, like Starck or yourself for example?
Everyone has a bit of “show business” in them. A celebrity might add value, but what truly matters is the quality of their work. You need to pick someone truly talented.