It is easier to penetrate your audience with one sharp, clean point or idea, thand with a maze of half-baked unremarkable, uninspiring ideas that will never motivate or be remembered.

THE IDEA IS KING

Putting beautiful typefaces on weak ad .. Is likePutting make-up on a corpse it may look beautiful,But it is still dead.

HELVETICA IS NOT A CONCEPT

I am fascinated by the act of making something real that at one point is only an idea. It is challenging and beguiling to sense something inside, put it on paper (or carve it in stone), and then step back and see how much has got lost in the process.

No one can penetrate me, They only see what's in their own fancy, always