My goal is to omit everything superfluous so that the essential is shown to best possible advantage.
The role of the designer is that of a very good, thoughtful host anticipating the needs of his guests.
Simplicity is the ultimate sophistication.
If you can’t explain it simply, you don’t understand it well enough.
What works good is better than what looks good, because what works good lasts.
A graphic design must satisfy the problem, but it can achieve a life of its own, transcending the assignment.