What tactics do modern beer companies use when designing labels? Milton Glaser tells the New York Times that it all comes down to “creating a label that looks quirkily amateurish—if not downright unprofessional.”

The 84-year-old graphic design icon—who’s responsible for both the I ♥ NY and Brooklyn Brewery logos—shared his beer label design philosophy with the New York Timesbreaking down how some companies nail it, and why others just don’t. “The one thing you don’t want to look like is Budweiser,” he says. “This creates a paradox: How do you deliberately create the illusion of not knowing what you’re doing when you actually do?

Click here to see his complete breakdown of labels from beers such as Evil Twin Brewing‘s Hipster Ale and Flying Dog Brewery‘s Gonzo Imperial Porter.

Here’s some more stuff we loved from today:

There’s no crust too thick for a pizza ax. [Gizmodo]

This giant vending machine provides groceries to a village without any supermarkets. [Design Taxi]

This Indian restaurant lets you dine with dead bodies. [Foodbeast]

Photo series imagines how a coffee break would look like in zero gravity. [Design Taxi]

Check out Eater’s national margherita pizza price index. [Eater]