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.

There is nothing glamorous in what I do. I'm a working man. Perhaps I’m luckier than most in that I receive considerable satisfaction from doing useful work which I, and sometimes others, think is good.

I want to make beautiful things, even if nobody cares, as opposed to ugly things. That's my intent.

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.

Sometimes when an idea flashes, you distrust it because it seems too easy. You qualify it with all kinds of evasive phrases because you’re timid about it. But often, this turns out to be the best idea of all.

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.

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.