If I know something well, it no longer makes me say "wow" even if it's really terrific, even if it's a great iteration of it, because I know it well.

Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?

You can't say there shouldn't be marketing and (that) marketing is a bad thing.

Great design is serious, not solemn

Marketing is neither good nor evil.

Find out what the next thing is that you can push, that you can invent, that you can be ignorant about, that you can be arrogant about, that you can fail with, and that you can be a fool with. Because in the end, that's how you grow.

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.