A lot of times, you design a logo to be timeless, but with something like the Olympics, timelessness is maybe not something you should be going for.

If typography is calling attention to itself, it's taking that attention away from what the words are saying.

I think different designers have different points of view and different strong personalities can influence the way certain cities are perceived.

Most people have no idea how much goes into designing a typeface. Twenty-six letters in the alphabet, usually with two versions of each, upper and lower case. Punctuation and alternate characters and numbers - let's not forget numbers - can add another 40 or so.

I have half a dozen designers who work for me, they 'realise' most of the design work, and I act as the design director and the main point of client contact on each project.

I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.

Sometimes I will give some very vague directions to the designer that I'm working with on a particular project and they'll come back and surprise me with something that really shows a lot of their own 'hand' in it. Other times I'll have a really clear idea about how I want it done and I'll draw it out pretty precisely and say 'make it look exactly like this' and it will be something where it looks like I can say it was 'fully my design'. The work can also range between the two.