Design is more than just a few tricks to the eye. It's a few tricks to the brain.

The way something is presented will define the way you react to it.

An electrician isn't an opinion former, but a graphic designer is. My argument is that all graphic designers hold high levels of responsibility in society. We take invisible ideas and make them tangible. That's our job.

We're very concerned with language and how language works. We're trying to engage people rather than dictate how they should be thinking.

People think that digital language is a fixed language, but it's not: it's very fluid. It's like I'm doing a painting where the paint refuses to dry.

Typography is a hidden tool of manipulation within society. All schools should be teaching typography; we should be fundamentally aware of how typographic language is forming out assholes.

Its focus wasn't on the written word but how the word was written.