Sometimes there is simply no need to be either clever or original.

There are not many designers who are truly creative and literate. Most are self-indulgent, illiterate, fashion-mongering, service people trying to bridge a message between a product and an audience.

Good design should follow looking into the products and reputation of clients who approach you, but this does not mean you have to follow them into bed.

A good trademark, whether a word mark or a symbol, is devoid of fashion or trend, which makes it potentially iconic if it's seen for long enough in the right places.

Sometimes there is simply no need to be either clever or original.

As designers, we are the interface. Trying to make things understandable. That requires involving oneself with what's going on in the world. One must understand what people are, what they're up to, what they care about, how they feel.

Design is directed toward human beings. To design is to solve human problems by identifying them and executing the best solution.