Ivan Chermayeff Quotes

Design is directed toward human beings. To design is to solve human problems by identifying them and executing the best solution.

A good trademark, whether a word mark or a symbol, is devoid of fashion or trend, which makes it potentially iconic if it's seen for long enough in the right places.

Styles come and go, design goes on forever: solving communication problems with new tools applied to the same old common sense.

Sometimes there is simply no need to be either clever or original.

Good design should follow looking into the products and reputation of clients who approach you, but this does not mean you have to follow them into bed.

There are not many designers who are truly creative and literate. Most are self-indulgent, illiterate, fashion-mongering, service people trying to bridge a message between a product and an audience.