Everyone can have an opinion on a logo.

Australia seems to strike a balance between big and small. It's big enough to have that diversity, but not so big that it disintegrates into something that is not connected.

A good cook can make something amazing out of even the blandest ingredients. Still, you don't want to eat the exact same dish every day.

In the US you have New York, San Francisco, Los Angeles, Boston, Miami and dozens of other cities; a few of them have a really strong visual character. But even with those there is just too much space between them and too many people.

I grew up in a Cleveland suburb called Parma, Ohio. Somewhere along the way I fell in love with a typeface called Bodoni. It turns out that Giambattista Bodoni had his foundry in Parma, Italy. So I pick Bodoni because us guys from Parma have to stick together.

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

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