“If a company is second rate, the logo will eventually be perceived as ...” — Paul Rand Quote

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.

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.

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.

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.

A lot of times you're just conditioned by what's around you.

We are being conditioned, as a population, to never wait, to never delay our gratification, to accept thoughtless, constant consumption as the new norm. But how we think about consumption and willpower carry enormous implications for the environment and the culture of society as a whole.

The point I'm trying to make is, I'm really quite neutral. I have not been conditioned.

All the people I know have been conditioned by snobbery.

I want to say documentary filmmakers are some of the most conscious media makers, the most empathetic, though sometimes empathy is the problem. It's embedded in the form of the practice itself... we're conditioned to think about things in certain ways.