Who Made That Big Brown Bag?

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• “Just as the remarkable efficiency of the plastic bag ended up making it a menace to the environment, graphic design’s ability to generate options and choices may turn a sustainable idea into an environmental calamity.

• small, medium and big brown bags

• designed the store’s logotype

• specifically requested by the linen department to “accommodate the increasingly larger … pillows and blankets that were becoming popular. The little brown bag, for cosmetics and accessories, followed naturally a year later,”

• may or may not have been created with a specific lifetime in mind, but its candid language and rounded letter forms create a humble charm that has transcended 40 years of fads; even when translated into a canvas tote.