How can you communicate without knowing the rest of culture? - Massimo Vignelli

We need to value meaning over form. For the past 60 years, we've put form before meaning. If, over the next 50 years, we put meaning over form, then we might get the proper balance.

We like design to be visually powerful, intellectually elegant, and above all, timeless.

It’s a matter of discipline, and it starts by looking at the problem and collecting all the available information about it. If you understand the problem, you have the solution. It’s really more about logic than imagination.