rules.
Good design is obvious.
Great design is
Simplicity is the
sophistication.
Use your fucking brain.
People don’t
enough. People don’t use their brain. They use copy-paste.
Give me six hours to chop down a tree, and I will spend the first four
the axe.
Design is a relationship between
and content.
It’s not about knowing all the gimmicks . . .
if you haven’t got the
no program will give it to you.
Computers are to
as microwaves
are to cooking.
We all have influence. But we don’t
it.
We just start decorating.
your ass off.
Figure out what you really like
and get good at it.
Quotes in order of appearance: Joe Soprano Leonardo da Vinci Erik Spiekermann Abraham Lincoln Paul Rand David Carson Milton Glaser James Victore Stefan Sagmeister
This book was designed in a frenzy between the hours of 8 pm and 2 am in October 2009. Special thanks to those quoted and to those that provided the inspiration and encouragement to complete this project. Type is set in Minion Pro. Hand-lettering was done with brush and india ink. All photography and lettering by Danelle Cheney. Printed and bound by Blurb Books, Inc.