Design that is timeless, ordered, simply stated, or implied, is the most eloquent
voice of business identity.


Simplicity is my goal when I design words and graphics. It is also the goal of my clients who know there is an easier way to communicate the benefits of their work. This search for simplicity is waged against those who would layer a good idea with the non-essential. To my clients, I pose this question: Isn’t the real search for excellence in business just a search for a simpler, more elegant way of working, doing one thing well that we like, and succeeding?


The British economist E.F. Schumacher in his book Small is Beautiful argues for what he calls Buddhist economics – ‘producing only what you need and sifting the real need from the perceived need.’


William Strunk, the author of the little book on writing, The Elements of Style, wrote that simplicity ‘is a sentence with no unnecessary words, a paragraph with no unnecessary sentences, a drawing with no unnecessary lines, and a machine with no unnecessary parts.’


Economy of design does not mean that the end products won’t be beautiful, meaningful, or commercially viable. Successful design is simple design. ‘Good design informs even the simplest structure, whether of brick or steel or prose,’ wrote Strunk.