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"The difference between a designer and a painter is very slight. The measuring standard is the same in terms of aesthetics, no difference between a painter and a graphic designer. The content and the form have to work together. The additional problem that a designer has, is that it also has to function as something else, not just itself. That’s the difficulty." (see conversation with Paul RAND)
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"Doing logos requires more of your intelligence than of your artistry. (…) It’s essentially very demanding and limited in terms of… adventure. It’s an intellectual problem more than any other kind of problem, but it’s not a very sensual activity"
(see conversation with Miton GLAZER)
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"Why some cooks can make a master piece with a chicken and at the bistro next door theirs is uneatable? That’s the same thing with logo design. At the beginning the problem is the same for everyone and then it’s what you’ve got inside yourself that makes the difference."
(see conversation with Bruno SUTER)
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"In general we regard marketing research as sort of useless when it comes to identities. We think we are fairly normal people (…), we have our own reactions that are pretty straight forward and right on in most cases. So we rely more on instinct than data which document high percentages of people that react to blue or to red." (see conversation with Steff GEISSBUHLER)
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"Many designers (are) uncomfortable with research relative to design and there (is) a huge change when they see how it benefits the sell end of their designs later, because they have consumer responses behind what these logos are communicating, how it makes them feel about the company."
(see conversation with Susan BAUSCHARD)
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"Being a designer and being a visually oriented person I’m always in favor of trying to simplify the communication, so if a mark stands for a product or a word or whatever, I think you’ve really come full circle."
(see conversation with Rob JANOFF)
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"There is no question that the tools and inspiration used to create a painting are very similar to the tools and imagination and the creativity that is used to create a logo. So it is only in the purpose that they differ, not in the skills."
(see conversation with Clive CHAJET)
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