Sometimes clients have a sophisticated view of their design problem, sometimes they do not. I often spend time with the client redefining the problem, going back to the beginning. Often the problem is just a symptom. Sometimes you have to move back in order to move forward to understand what the nature of the solution should be.

The ideal trademark is one that is pushed to its utmost limits in terms of abstraction and ambiguity, yet is still readable. Trademarks are usually metaphors of one kind or another. And are, in a certain sense, thinking made visible.

My initial thoughts about what a title can do was to set mood and the prime underlying core of the film's story, to express the story in some metaphorical way. I saw the title as a way of conditioning the audience, so that when the film actually began, viewers would already have an emotional resonance with it.

Try to reach for a simple, visual phrase that tells you what the picture is all about and evokes the essence of the story

You know, whenever I was presented with a challenge that brought up feelings of fear or self-doubt, I almost always said, 'Yes'.

Have you ever thought that radical ideas threaten institutions, then become institutions, and in turn reject radical ideas which threaten institutions?

Logos are a graphic extension of the internal realities of a company.