Optimism is a strategy for making a better future. Because unless you believe that the future can be better, you are unlikely to step up and take responsibility for making it so.

Design is not a single object or dimension. Design is messy and complex.

Creative people need time to just sit around and do nothing…

People shouldn’t have to think about an object when they’re using it.

Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.

We must design for the way people behave, not for how we would wish them to behave.

Design is messy.

Pleasure in the job puts perfection in the work.

Solve the larger problem and the smaller one will get solved along the way.

If all else fails, simplicity’s the thing that’s likely to endure.

Real minimalism emerges when you find that perfect balance between purpose and form. Utility and humanity.

A brand is not a logo, identity or product. It’s a person’s gut feeling about a product, service, or organization.

Design needs to be plugged into human behavior. Design dissolves in behavior.

Perfection is not attainable, but if we chase perfection we can catch excellence.

You can have fast and cheap. Or good.

The role of a designer is that of a very thoughtful host anticipating the needs of their guests.

You can't inspire people to march toward a better future unless you first help them see it.

The future is not inherited, it is created.

Just move me, dude!

Language gives us access to parts of the head and heart that graphics can't.

It's not the thing itself, but rather the language in which the thing is expressed.

Design is thinking made visual.

What we make stands testament to who we are.

There is no such thing as a quantum leap. There is only dogged persistence—and in the end, you make it look like a quantum leap.

A problem well stated is a problem half solved.

To design without our planet in mind is to create problems rather than solutions.

I’m never gonna break three—I’m just not that guy… Oh f*ck that!

It is not what it looks like but what it does that defines a symbol.

Logic logic logic magic.

Simplicity is the ultimate sophistication.

Design is not just what it looks like and feels like. Design is how it works.

Design is an act of translation between business and consumer.

If I’d asked people what they wanted, they would have said faster horses.

The smartest designers understand that producing junk is essential to the creative process.

Treat your competitors as your first prototypes.

If a consumer product is to last, it must be visually durable not just mechanically.

Two of the most important characteristics of good design are discoverability and understanding.

If you want to do a crazy thing, you got to just start doing the thing. You just try.

You have to work hard to get your thinking clean to make it simple.

You don't start a brand, you start a project and if you do your project with passion and tenacity the prize is the brand.

Interested is interesting.

Design stands shoulder to shoulder with Sciences and Humanities as one of humanity's great intellectual traditions

Questions are not dilemmas; they're signals to explore the potential of your business and indications of areas that merit closer inspection.

The role of a designer is that of a very good, thoughtful host anticipating the needs of their guests.

Good design is as little design as possible.
Less, but better.

Pondering and cogitating the things that are required is an important part of the process.

Design isn’t just about making things beautiful; it’s also about making things work beautifully.

Humanly meaningful context informs our thinking. We need ideas to be connected to real world examples in order to grasp and implement them.

Branding is a process of art and science, and they need to multiply eachother.

Good design is a language, not a style.

User Interface design can be viewed as a digital exercise but the reality is that they are interacted with physically. A reminder that physical and digital design should be considered simultaneously.

Having to build a new website is like moving house. You get to decide what you want to take with you, and what you want your new place to say about you.

What works good is better than what looks good because what works good lasts.

I had this naive belief that the object speaks for itself… I'd hide it under a black sheet and pull it away, and the client would get it as soon as they saw it— which, of course, was rubbish.

This nonsense about designers not being able to be writers is bullshit.

Create the things you wish existed.

A client often doesn't think they know what they want but, they do know it when they see it.

Design without context loses its meaning. Design is simply a response to a subject in relation to the culture it sits in.

Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.

What makes people align, commit and care?

Vision without execution is just hallucination.

There cannot be any gaps between what your company messaging says your product does and what it actually does.

An original idea. That can't be too hard. The library must be full of them.

Branding is not selling.

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove.

Original ideas are the easy part. Actually producing the idea as a successful product is what is hard.

Less is more…

Your craziness can kill you, or it can make you achieve remarkable things.

Get to a point where the solution seems inevitable… ‘Of course it’s that way, why would it be any other way?'

…and remember, we can talk about making a difference, we could make a difference or we could do both.

I don’t really know a lot, but I’m really really curious.

Design is more about finding the real problem than it is solving the one you've been handed. We never use 'problem solving' as a definition of our work in design. 'Problem seeking' is a more inspiring approach for us.

If you can’t explain it simply, you don’t understand it well enough.

Ideas and feelings are best underpined with a narrative.

Why would you design something if it didn’t improve the human condition?