It's a cliché, but typefaces are really just ingredients.

I'm always conscious of the context, the history, the specific environment of anything that I design and what it is going to be operating within.

There was a time when most people had a choice between two kinds of personal communication, handwriting or using a typewriter. Today, people are invited to choose from a list of (surprisingly exotic) typefaces every time they turn on their computer. I think this has made everyone more aware of the idea that picking a typeface is a conscious choice.

When it comes to working on identities, a lot of the time I find myself working with a company that has been around for a while. No matter what they say their goal is, the history and the impression that they have already made in the minds of the public is a real thing that you have to deal with.

I've never really acquired any facility for working on the computer, though one day I think I would like to. My generation just barely missed it, which I don't think is a good thing or a bad thing.

We get used to things, and we like reading the way we're used to reading.

BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.