When I don't know all the rules I'm just wild.

What you do is look at yourself and find your own way to address the fact that the times have changed and that you have to pay attention. You can't be a designer and say, "Oh, this is timeless".

Identity means "how do I get known? How do I expressmyself?" and that's generally what I'm helping somebody do. It may be three dimensional, it may be a public space, it may involve government,it may involve cultural institutions, it may involve corporations, it may involve editorial publications - it can be anything, really.

The goal of design is to raise the expectation of what design can be

I think design, to a degree, is more generous and more humanistic than art, though great art can move us more.

Your work gets destroyed by dumb people and it gets enhanced by smart people and it really doesn't have anything to do with marketing.

I'm hoping that I continue to be innovative on things that are tremendously visible and are still important projects.