'Fast Company' on SVA's Milton Glaser and His Relationship with Brooklyn Brewery
April 27, 2016
From Fast Company: "In 1986, Brooklyn Brewery founder Steve Hindy was on the hunt for the right designer to create an identity for his startup brewery. He interviewed dozens of firms, but none of them clicked—until he met Milton Glaser, the impresario behind the 'I ♥ NY' logo and slogan, New York magazine's identity, and that Bob Dylan poster.
'Why sell a bird when you’ve got the whole borough?' Glaser told Hindy
about the proposed name, Brooklyn Eagle Beer, in honor of the famous
newspaper once edited by Walt Whitman. That frank talk started a nearly
three-decades-long business relationship that has made Glaser a rich
man. Unable to pay Glaser's design fee, Brooklyn Brewery offered the
designer a stake in the company. Today, that stake is 'worth millions,'
Hindy says, though the brewery declined to state its valuation.
('Investors are paying very high prices for craft breweries smaller than
Brooklyn Brewery—hundreds of millions of dollars,' Hindy told
Co.Design, 'but the only way to get those kind of valuations is to sell,
and my partners and I have no interest in selling Brooklyn.') And the
designer-client partnership continues as Brooklyn Brewery releases a
packaging redesign that balances fidelity to the brand with a bolder
look..." (For the full story and more images,