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.

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.

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

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.

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

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.

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