Debbie Millman is an American designer, teacher, artist, curator and writer. She has been recognized as "one of the most influential designers of the moment" by Graphic Design USA and "one of the most creative people in business" by Fast Company. In addition to a 20+ year career with major consumer brands, she is committed to spreading the mission of graphic design to the media, the public and businesses: "All graphic designers hold high levels of responsibility in society. We take invisible ideas and make them tangible.
That’s our job." Designing better and selling more From 1995 to 2016 Debbie Millman was the art director of the Sterling Brands agency in NY, which she largely helped to develop (from 15 to 150 employees over that period). There she worked for many renowned brands and designed background remove service identities and logos for Burger King, Haagen-Dazs, 7Up, Gillette, Tropicana, Colgate or Kleenex. Millman has become an expert in graphic design and the creation of visual identities for mass-market products. Extract from Debbie Millman's visual essay for 99U d'Adobe For the record, it was in 1999 that she designed the new identity and logo for Burger King, which the brand would adopt until 2021 (before giving a second chance to their vintage logo).
In an online interview on the Creative Waffle channel, Debbie explains that during the first client meeting, the marketing director warned her: "don't expect changing the logo"! It had been changed many times, but the director in question never liked any of them. We knew we had to keep the integrity of the existing iconography and its heritage so we kept the bun, the bubbly typeface by sharpening its edges, and 'activated' it to inject more energy. We did worldwide consumer testing and it turned out to be more effective; people liked this version better. Still, I was horribly harassed by this rebranding; I was nicknamed 'She Devil' for this logo!" "But it's been used for 20 years now... All the fuss over new logos falls off after a year. That was the case with the new Uber or AirBnb logo. Most people don't like change, it makes them feel vulnerable. Only designers like the new identities they create!" she explains. On the meaning and role of design.