Three letters, one symbolThought Leadership, Found Objects
Milton Glaser, the towering figure of 20th-century graphic design, used his materials sparingly, saying no more—and no less—than what is needed. I love NY is a master class in economy: using the least amount of space to achieve the most impact. Characteristic of Glaser’s work, it is both a first-person declaration and a universally humanistic sentiment. Glaser, who died in June at the age of 91, is an enduring source of inspiration in our studio. “There are three responses to a piece of design,” he once said: “yes, no, and WOW!” At its best, design can reveal meaning, strengthen a purpose, build power. That is the “wow” towards which we at Ummo are ever striving.