If you ask people in the US what logos they like and recognise, they'll name Target or Nike.

I can see how some people get sentimental about how we used to do things in 'the good old days' but in a way I just think they are being nostalgic for the way they were brought up.

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

Good typography, first, makes words readable. At its best, it does something more: it helps express the animating spirit of the ideas behind the words.

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.

Target for example, is just a dot with a circle around it, that's all it is, so if you want a logo like Target, you don't need to hire a designer, you barely need to know how to operate a computer program, the logo may as well be anything.

The Nike swash that cost $30 and was designed by a Portland State University art student was probably worth that when she first showed it to them. At that point it had no equity at all. None of the guys commissioning it particularly liked it, they all wanted the Adidas three stripes and they thought that was a good logo.