Scale is extremely important. Scale is not dimensions. Dimensions are physical and scales are mental.
If you do it right, it will last forever.
The repercussion of ugliness is endless.
In design, be logical, search for truth, be clear.
The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease. For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.
In the new computer age, the proliferation of typefaces and type manipulations represents a new level of visual pollution threatening our culture. Out of thousands of typefaces, all we need are a few basic ones, and trash the rest.