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

Not everything is design. But design is about everything. So do yourself a favor: be ready for anything.

I had a lot of enthusiasms that were very contradictory, I was never very doctrinaire in the type of design I wanted to do.

Designs that have a whiff of complex impenetrability tends to suggest big, complicated ideas. Academic writing tends to work the same way, I understand.

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

I wanted to be a graphic designer from the time I was 15, without ever having actually met one. I lived in the mid-west, not in a media centre, and I didn't know anyone who did that for a living. It took me a while to find out what that thing I wanted to do was actually called, but once I sorted that out I got really interested in it.

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.