Milton Glaser, the legendary graphic designer who co-founded New York Magazine, created the iconic ‘I ? NY’ logo, the psychedelic Bob Dylan poster, and the Brooklyn Brewery logo, passed away yesterday at the age of 91 on his birthday, June 26, 2020.

傳奇人物平面設計師米爾頓·格拉瑟(Milton Glaser)是紐約雜志的共同創辦人，他創造了標志性的“ I?NY”徽標，迷幻的鮑勃·迪倫(Bob Dylan)海報和布魯克林啤酒廠徽標， 并于昨天去世，享年91歲， 2020年6月26日 。

Milton’s work has impacted generations of designers from all cultures, and resonated with audiences around the world and brought them together. His teachings have shaped countless creative people and generations yet to come. His art, passion, devotion, and impact as a design inspiration will live on forever.

Milton的作品影響了來自不同文化背景的幾代設計師，并引起了全球觀眾的共鳴并將他們聚集在一起。 他的教shaped塑造了無數創意人和后代。 他作為設計靈感的藝術，熱情，奉獻精神和影響力將永遠存在。

I felt compelled to write this article to dedicate to the memory of Milton Glaser, who has and continues to be a huge influence and inspiration for my creative journey.

我不得不寫這篇文章來獻給彌爾頓·格拉瑟(Milton Glaser)，以紀念他，并將繼續對我的創作之旅產生巨大的影響和啟發。

I’m forever grateful to have a rare opportunity to interview him and learn from him back in 2017, where we chatted about technology, intuition, and what really matters in life:

我非常感激能在2017年有一次難得的機會采訪他并向他學習，我們在那兒聊了技術，直覺以及生活中真正重要的事情：

Q: What makes life meaningful?

問：什么使生活有意義？

The only thing that makes life meaningful is your relationships with other human beings.

使生活有意義的唯一事情就是您與其他人的關系。

That’s the only thing there is. Fame, money, and reputation is bullshit.

那是唯一的東西。 名聲，金錢和聲譽都是胡扯。

Your relationships with other human beings who you lived with, are the only thing that counts.

與您所生活的其他人的關系是唯一重要的事情。

Nothing else.

沒有其他的。

Q. What’s your thought on Logic v.s. Intuition?

問：您對邏輯與直覺有何看法？

I don’t believe in logic.

我不相信邏輯。

Because logic is a small part of the experience and a small part of understanding.

因為邏輯只是經驗的一小部分，也是理解的一小部分。

The intuition is much more powerful and much more significant than human activity.

直覺比人類活動強大得多，意義重大。

Logic is a small mischievous activity that people use to cover up what they don’t know.

邏輯是一種小惡作劇的活動，人們用來掩蓋自己不知道的東西。

Q. In the age of the rise of technology, what are your thoughts on technology and human experience?

問：在技術興起的時代，您對技術和人類經驗有何看法？

There is no equivalent to a conversation with somebody in front of you talking to you when you actually experience the person. The cell phone cuts off that experience. It makes others object.

當您實際遇到某個人時，與您面前的某人交談并不等同于交談。 手機切斷了這種體驗。 它使別人反對。

I read something interesting that was very moving to me not long ago, at a meeting where people were talking about expressing love, and the conversation got to someone. I think it was in Africa, who said: In our country, there’s no word for love. There’s no way of saying “I love you”.

不久前，我在一次會議上讀到一些有趣的事，這件事使我感動，當時人們正在談論表達愛意，而對話卻傳達給了某人。 我想是在非洲，他說：在我們的國家，沒有愛的話。 無法說“我愛你”。

And somebody said: So what do you say instead?

有人說：那你怎么說呢？

They said: “I see you”.

他們說：“我見到你”。

I suddenly got it: Merely to see the person in front of you, is as close as you’ll ever get to loving someone. Because it means you have understood and accepted what you see.

我突然明白了：僅僅看到你面前的人，就和愛一個人一樣近。 因為這意味著您已經理解并接受了所看到的。

Q. What’s the most important thing to understand in our lives?

問：在我們的生活中最重要的事情是什么？

How do you understand what is real, is the question of life.

你如何理解什么是真實的，是生活的問題。

Below are some of my personal favorite iconic designs by Milton Glaser:

以下是我最喜歡的Milton Glaser標志性設計：

Above: The “I Love New York” Logo, is a tourism-campaign symbol created by Milton Glaser and first used in 1977 to promote the city and state. It is perhaps, the most widely distributed and imitated images in the world. It consists of an upper-case “I,” followed by a red heart ?? symbol, and then the upper-case letters “N” and “Y,” set in the rounded slab serif typeface American Typewriter.

上圖： “ 我愛紐約 ” 徽標是米爾頓·格拉瑟(Milton Glaser)創作的旅游業活動標志，于1977年首次用于促進城市和州的發展。 它也許是世界上分布最廣且模仿最多的圖像。 它由一個大寫字母“ I”和一個紅色的心形??符號組成，然后由大寫字母“ N”和“ Y”(設置在圓型平板襯線字體American Typewriter中設置)組成。

The campaign was an enormous success, as it is an important cornerstone of graphic design history. Never before, there was such a powerful symbol that truly transformed the image of a city, created unity and belonging, as well as huge economic returns for the city.

該活動取得了巨大成功，因為它是圖形設計歷史的重要基石。 從未有過如此強大的標志真正改變了城市的形象，創造了團結和歸屬感，并為城市帶來了巨大的經濟回報。

This design piece is not only visually significant as a pop-culture icon, which inspired imitations in every corner of the globe, merchandise proclaiming “I ?? …” can be found wherever tourists gather. More importantly, this design has both cultural and historical significance in New York. In the 1970s, New York was going through rough times: Crime was at an all-time high, and tourism was at an all-time low. In 1977, William S. Doyle, Deputy Commissioner of the New York State Department of Commerce, hired advertising agency Wells Rich Greene to develop a tourist-friendly campaign to encourage visitors to The Big Apple. The agency soon established several central components of the campaign: a slogan (“I Love New York”), a jingle, and a television commercial highlighting Broadway theater. Yet, they did not have a logo. Enter Milton Glaser, whose prolific portfolio included a portrait of Bob Dylan’s greatest hits album, the design of New York magazine which he co-founded in 1968, and the visual identity design of the restaurant in the World Trade Center.

該設計作品不僅具有流行文化標志的視覺意義，還激發了全球每個角落的模仿，無論游客聚集在哪里，都可以找到標有“ I??…”的商品。 更重要的是，這種設計在紐約具有文化和歷史意義。 在1970年代，紐約經歷了艱難的時期：犯罪率達到歷史最高水平，而旅游業則達到歷史最低水平。 1977年，紐約州商務部副專員William S. Doyle聘請了廣告公司Wells Rich Greene開展了一項對游客友好的運動，以鼓勵游客前往大蘋果公司。 該機構很快建立了競選活動的幾個主要組成部分：一個口號(“我愛紐約”)，一個叮當聲和一個宣傳百老匯劇院的電視廣告。 但是，他們沒有徽標。 Enter Milton Glaser，其豐富的作品集包括鮑勃·迪倫(Bob Dylan)最受歡迎的專輯的肖像，他于1968年共同創立的《紐約》雜志的設計以及世貿中心餐廳的視覺識別設計。

According to “A Brief History of the ‘I ?? NY’ Logo”, Glaser was recruited by the Department for Economic Development to meet with Wells Rich Greene about logo options for the New York City campaign. During the meeting, Glaser pulled a crumpled piece of paper out of his pocket with a doodle he made during a recent cab ride. On the back of an envelope, he had scribbled the logo that we know today, and after the concept hit a nerve for Wells Rich Greene, he proceeded to develop it further, stacking the characters and determining the typeface.

根據“ I??NY”徽標的簡要歷史記錄 ，格拉澤(Glaser)被經濟發展部招募，與富國銀行(Wells Rich Greene)會面，討論紐約市競選活動的徽標選項。 在會議期間，格拉瑟(Glaser)帶著最近在乘坐出租車時制作的涂鴉，從口袋里掏出了一張皺巴巴的紙。 在信封的背面，他寫下了我們今天所知道的徽標，當這個概念讓Wells Rich Greene感到不安時，他繼續進行進一步的開發，將字符堆疊并確定字體。

Glaser did the work entirely pro bono, in the name of helping the city rise again. “That’s what it should be,” he told graphic designer Chip Kidd in an interview in The Believer. “You want to do things like that, where you feel you can actually change things.”

格拉瑟(Glaser)完全以無償的方式完成了工作，以幫助這座城市再次崛起為名。 “那就是應該的，”他在《信徒 》中接受平面設計師奇普·基德(Chip Kidd)采訪時說。 “您想要做這樣的事情，感覺可以真正改變。”

Today, the New York State Empire State Development (ESD), New York’s chief economic development agency, holds the trademark to the “I Love New York” logo, and licenses its use. According to a 2011 British Telegraph newspaper article, official merchandise, such as t-shirts and mugs emblazoned with Glaser’s design, generates more than $30 million a year, and the ESD receives a significant portion of the profits.

今天，紐約州首席經濟發展機構紐約州帝國大廈(ESD)擁有“ I Love New York”徽標的商標，并許可使用。 根據《 2011年英國電訊報》的一篇文章，官方商品，例如貼有Glaser設計的T恤和杯子，每年可產生超過3000萬美元的收入，而ESD則獲得了很大一部分利潤。

The logo experienced a surge of popularity after the September 11 attacks on the city, when it created a sense of unity. During this time, many visitors to New York City following the attacks purchased and wore “I ?? NY” shirts to show their solidarity. Glaser even created a modified version of the logo to commemorate the 9/11 attacks, reading “I ?? NY More Than Ever” with a black spot on the heart to represent the World Trade Center site. The poster was printed in the New York Daily News and served as part of a fundraiser for New York charities supporting those affected by the attacks. Added text at the bottom encouraged people to “Be generous. Your city needs you. This poster is not for sale.”

該徽標在9月11日對這座城市的襲擊之后產生了一種團結感，因此受到了越來越多的歡迎。 在這段時間里，襲擊發生后，許多前往紐約市的游客購買并穿著“ I??NY”襯衫以表示聲援。 格拉瑟(Glaser)甚至還制作了徽標的修改版，以紀念9/11襲擊，其上寫著“ I??紐約比以往任何時候都多”的字樣，心臟上有一個黑點代表世界貿易中心所在地 。 該海報印在《紐約每日新聞》上 ，并作為紐約慈善機構籌款活動的一部分，以支持受襲擊影響的人。 底部添加的文字鼓勵人們“大方。 你的城市需要你。 該海報不出售。”

Glaser thinks the fact that the logo came from New York City, which he called “the capital of the universe,” ultimately contributed to its worldwide popularity, transforming New York tourism into the flourishing industry it is today, and in my humble opinion, truly demonstrated the power of graphic design and visual communication as a medium to create community, culture and belonging.

格拉瑟(Glaser)認為，徽標來自紐約市(他稱其為“宇宙之都”)這一事實最終促進了其在世界范圍內的知名度，將紐約旅游業轉變為如今的蓬勃發展的行業，以我的拙見，我認為展示了圖形設計和視覺傳達作為創建社區，文化和歸屬感的媒介的力量。

Below: Poster of Bob Dylan with the kaleidoscope hair, for CBS records, 1966. MoMA. After suffering serious injuries in a motorcycle accident in 1966, singer-songwriter Bob Dylan was rendered bedridden and rumored to be dead. To generate positive publicity for his forthcoming album, Bob Dylan’s Greatest Hits, CBS records commissioned Milton Glaser to design a special poster to be packaged with the album. Taking inspiration from a Marcel Duchamp self-portrait, Glaser depicted Dylan in profile, his abundant curly hair rendered in saturated colors that stood out in high contrast from the white ground. The energetic design with its swirling streams of color evokes the visual effects of the psychedelic drugs that were gaining popularity amongst members of the counterculture.

下圖： 1966年CBS唱片的萬花筒頭發的鮑勃·迪倫海報。 現代藝術博物館 。 在1966年的一次摩托車事故中受了重傷之后，歌手兼作詞人鮑勃·迪倫(Bob Dylan)臥床不起，謠傳已死。 為了給即將發行的鮑勃·迪倫(Bob Dylan)的專輯《 Greatest Hits》帶來積極的宣傳，CBS唱片公司委托米爾頓·格拉瑟(Milton Glaser)設計與專輯包裝在一起的特別海報。 格拉瑟(Glaser)從馬塞爾·杜尚(Marcel Duchamp)的自畫像中汲取靈感，描繪了迪倫(Dylan)的輪廓，他飽滿的卷發呈現出飽和的色彩，與白底形成鮮明的對比。 充滿活力的設計和令人回味的色彩喚起了迷幻藥的視覺效果，這種迷幻藥在反文化中越來越受歡迎。

Below: 2 posters inspired by a brilliant headline: “Full-Color Sound.” for Sony, 1979.

下 ：2個海報的標題是“全彩聲音”。 1979年為索尼拍攝。

Sometimes words trigger the visual imagination in a powerful way. Milton said the 2nd image above, owes a debt to René Magritte, one of his all-time favorite sources of ideas.

有時，文字會以強大的方式觸發視覺想象力。 彌爾頓(Milton)表示，上圖中的第二張圖片應歸功于他一生最喜歡的創意來源之一馬格利特(RenéMagritte) 。

Below: Milton Glaser’s poster teeing up the launch of New York Magazine, 1967. (My personal favorite)

下圖：米爾頓·格拉瑟(Milton Glaser)的海報準備在1967年出版《紐約雜志》。(我個人最喜歡)

Rest in Peace, Milton Glaser. We ?? You.

Milton Glaser，安息吧。 我們??你。

Thank you for inspiring so many of us to embrace design with an open heart.

感謝您激勵我們如此眾多的人以開放的心態擁抱設計。

Although you are no longer with us in the physical realm, may your thoughts, words, and spirit continue to be with us, inspire and guide us in the years to come.

盡管您已不在物理領域與我們同在，但您的思想，言語和精神可能會繼續與我們同在，在未來的歲月中激發并引導我們。

I will forever treasure the memories and the lessons you gave me.

我將永遠珍惜您給我的記憶和教訓。

The World Is Made Better Because of You ??.

世界因你而變得更好??。