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

No one loves authenticity like a graphic designer. And no one is quite as good at simulating it.

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

The problem contains the solution.

People in the UK will say that the design community in the US is much more coherent than other countries. It has no government support at all, so it's really like a grass roots thing.

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

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