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.

I want everything we do to be beautiful. I don't give a damn whether the client understands that that's worth anything, or that the client thinks it's worth anything, or whether it is worth anything. It's worth it to me. It's the way I want to live my life. I want to make beautiful things, even if nobody cares.

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

Failure is built into creativity... the creative act involves this element of 'newness' and 'experimentalism,' then one must expect and accept the possibility of failure.

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

The nature of process, to one degree or another, involves failure. You have at it. It doesn’t work. You keep pushing. It gets better. But it’s not good. It gets worse. You got at it again. Then you desperately stab at it, believing “this isn’t going to work.” And it does!

I often think that presentations are more difficult than the work itself.