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

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.

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.

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.

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.