Brand Name

Smoke & Mirrors

Design is a form of com­pet­it­ive advant­age. People tend to think of design as good art, good visual lan­guage, which it abso­lutely has to be.

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Components

Don’t explain why it works, explain how you use it

Derived meaning

I see graphic design as the organization of information that is semantically correct, syntactically consistent and pragmatically understandable.

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