Good design, at least part of the time, includes the criterion of being direct in relation to the problem at hand - not obscure, trendy, or stylish. A new language, visual or verbal, must be couched in a language that is already understood.

There is no "era" of simple, focused, concept-driven identity design. There is only design that grows out of understanding audiences for specific problems, and that evolves from an idea. This is an approach that does not depend on any specific time period or its technology.

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

Styles come and go, design goes on forever: solving communication problems with new tools applied to the same old common sense.

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

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.