Another notable designer of the latter 20th century is Milton Glaser who designed the unmistakable I Love NY ad campaign (1973), and a famous Bob Dylan poster (1968). Glaser took stylistic hints from popular culture from the 60s and 70s.

Advances in the early Twentieth Century were largely inspired by technological advances in printing and also in photography. In the last decade of the same century, technology played a simliar role, but this time it was the computer, and at fist it was largely a step backwards. Zuzana Licko worked very early using computers for layout, in the days when computer memory was measured in kilobytes and fonts were created using dots rather than lines. Together with her husband Rudy Vanderlans they founded Emigre, the magazine and computer type foundry. They played with the extraordinary limitations of computers as something which, in itself, could provide creative freedom. Emigre became the bible for digital design as the technology rapidly advanced to the point where the advantages outweighed the disadvantages.

David Carson is, in a sense, the culmination of the movement against the restrictiveness of modern design -- some of his designs for Raygun magazine which he designed are intentitonally illegible, designed to be visual rather than literary experiences. He began his career working with paste-ups, in the traditional manner, but moved to computers quickly when he saw what they had become capable of.