Everyone can have an opinion on a logo.

It was stone carvers in ancient Rome, scribes in the Middle Ages, all the way through Gutenberg to the present day. That's a pretty long track record. More likely we may reach a point where each one of us is a typographer with our own custom proprietary typeface.

I think once the artistic world of the type designer merged with the scientific world of the computer programmer, you began to see this crossover.

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.

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

I've heard some designers talk about the design process being centred on invention, starting with a blank slate. I admire that and occasionally I'm capable of that, but I have to admit that I really have trouble working with completely open briefs.

A simple MS Word document, or a Powerpoint presentation, has its limits, particularly the unpredictability in how the page will actually display. With a PDF, you are locking down all those variables.