The designer's role in the development, application and protection of the trademark may be described as pre-creative, creative and post-creative.
Lester BeallA designer…has the true responsibility to give his audiences not what they think they want, for this is almost invariably the usual, the accustomed, the obvious, and hence, the unspontaneous. Rather, he should provide that quality of thought and intuition which rejects the ineffectual commonplace for effectual originality.
Lester BeallAnyone interested in design must be interested in other fields of expression - theater, ballet, photography, literature, music.
Lester Beall