• Cruz Novillo. "All my culture is provincial"

It is the dream of Martínez-Almeida and Ada Colau. From any mayor or regional president in the world. Having Milton Glaser and an advertising campaign that turns a city into a pop icon thanks to a screen-printed logo on T-shirts, caps and outfits. This was achieved by this designer, who died last night at the age of 91.

Glaser, born in the Bronx to a Hungarian family, was the founder of New York Magazine . But world fame was achieved with that institutional advertising logo, which also featured a very popular song. A campaign that sought to revive the image of New York in 1977, when the city and state were experiencing a credibility crisis due to its high crime rates and broken public accounts.

Glaser did not charge for this work.

He had no liquidity problems because from a young age he triumphed among Madison Avenue executives (the Mad Men ) who valued his talent for advertising. He co-founded the revolutionary Push Pin Studios in 1954 with Seymour Chwast and Edward Sorel, a group of Cooper Union students who were later joined by Reynold Ruffins. This association meant it revolutionized the field of graphic design between the 50s, 60s and 70s. Glaser was also its president until 1974. Push Pins Graphics magazine was published monthly , which was a stimulus for the sector.

In addition to the lucrative world of advertising, Glaser also made notable contributions to the press sector. He collaborated with publications such as Paris Match , L'Express or Esquire . In Spain he did it with La Vanguardia when the Catalan newspaper went to color in the last 90.

His is the profile of Bob Dylan and his psychedelic hair that we have seen many times. His work was recognized worldwide and in the US he was a design legend.

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