So what is design all about? It [exists to] decrease the amount of vulgarity in the world ... to make the world a better place to be. It doesn’t have to be one style. We’re not talking about style, we’re talking about quality. Style is tangible, quality is intangible. I am talking about giving to everything that surrounds us a level of quality.

Intellectual elegance [is] a mind that is continually refining itself with education and knowledge. Intellectual elegance is the opposite of intellectual vulgarity.

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.

If you do the best thing everyday of your life, but nothing shakes you nor shakes the table for you and others, it is stale and its not worth it.

I see graphic design as the organization of information that is semantically correct, syntactically consistent and pragmatically understandable.

Good design is ubiquitous and forever.

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.