Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.

Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Design is everything. Everything!

Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by committee, or makes mincemeat of the creative process will, in the long run, diminish not only the product but the maker as well.

Artistic tricks divert from the effect that an artist endeavors to produce, and even excellent elements such as bullets, arrows, brackets, ornate initials, are at best superficial ornamentation unless logically employed.

Asymmetric balance creates greater reader interest. Pleasure derived from observing asymmetrical arrangements lies partly in overcoming resistances, which, consciously or not, the spectator adjusts in his own mind.

Copy, art, and typography should be seen as a living entity; each element integrally related, in harmony with the whole, and essential to the execution of an idea.

Design is a way of life, a point of view. It involves the whole complex of visual communications: talent, creative ability, manual skill, and technical knowledge. Aesthetics and economics, technology and psychology are intrinsically related to the process.

Good design doesn't date. Bad design does.

Graphic Design, which fulfills aesthetic needs, complies with the laws of form and exigencies of two-dimensional space; which speaks in semiotics, sans-serifs, and geometrics; which abstracts, transforms, translates, rotates, dilates, repeats, mirrors, groups, and regroups, is not good design if it is irrelevant.

Graphic design, which evokes the symmetria of Vituvius, the dynamic symmetry of Hambidge, the asymmetry of Mondrian; which is a good gestalt, generated by intuition or by computer, by invention or by a system of coordinates, is not good design if it does not communicate.

I haven't changed my mind about modernism from the first day I ever did it... It means integrity; it means honesty; it means the absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That's what modernism means to me.

I never did calligraphy... But handwriting is an entirely different kind of thing. It's part of the syndrome of modernism... It's part of that asceticism.

I was too practical to want to be a painter.

I would say that an understanding of man's intrinsic needs, and of the necessity to search for a climate in which those needs could be realized, is fundamental to the education of the designer.

Ideas do not need to be esoteric to be original or exciting.

If I was influenced by anything, it was architecture: structure having to do with logic. If you don't do it right, the whole thing is going to cave in. In a certain sense, you can carry that to graphic design. Fortunately, however, nobody is going to die if you do it wrong.

If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.

In the Orthodox religion, you don't draw the human figure. It's against the rules.

Pictures, abstract symbols, materials, and colors are among the ingredients with which a designer or engineer works. To design is to discover relationships and to make arrangements and rearrangements among these ingredients.

The principal role of a logo is to identify, and simplicity is its means... Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.

The reason I always insisted on signing my work was not to be subordinate to anyone.

There's a certain kind of research you have to listen to - the factual stuff, not opinion. Facts are facts. Sugar is sweet - it's not a matter of opinion. It just is.

To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.

You can't criticize geometry. It's never wrong.

Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

Design can be art. Design can be aesthetics. Design is so simple thats why it is so complicated.

Design is so simple. Thats why its so complicated.

Everything is design. Everything

You cant criticize geometry. Its never wrong.

Design can be art. Design can be aesthetics. Design is so simple thats why it is so comlicated.

To free us from the expectations of others, to give us back to ourselves - there lies the great, singular power of self-respect.

Lucas attended a conference on rational expectations at the University of Minnesota in the spring of 1973. The day after the conference, I received a call from Pittsburgh.

Let your dreams outgrow the shoes of your expectations.

Holidays in general breed unrealistic expectations. The minute you start wondering, 'is it going to be wonderful enough?,' it never will be.

I think my expectations for myself are much more severe and much more direct. You can't work on a film for six years without being your own toughest critic. So you can't really be distracted by the expectations based on your previous performance.

I believe every chess player senses beauty, when he succeeds in creating situations, which contradict the expectations and the rules, and he succeeds in mastering this situation.

They flooded liquidity in the marketplace but the mortgage rate is based much more on expectations of inflation. So if the average investor believes that there is inflation coming, they'll move that rate up.

I'd rather play here in this small bar and just do a good show. Because it's fun and there's no expectations, it's encouragement to be different, do something new.

I do my best not to have any expectations when I go into a movie because it's not fair.

Dreaming is one thing, and working towards the dream is one thing, but working with expectations in mind is very self-defeating.

Don't show off every day, or you'll stop surprising people. There must always be some novelty left over. The person who displays a little more of it each day keeps up expectations, and no one ever discovers the limits of his talent.

The people who don't like it tend to dislike it intensely. That's unfortunate, but not surprising when one deliberately goes against audience expectations.

We will not fail your expectations of us as a new nation dedicated to peace, democracy, and freedom.

The position that I take partly as a result of living in Asia is where you stop living according to your expectations and you become available to experience things as they are.

I want to top expectations. I want to blow you away.

I think the President himself is a remarkably intelligent, decent, ethical man. I think he did very well, but I think the job builds up over expectations which all candidates contribute to including this President that simply cannot be fulfilled.