“To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.”
–Paul Rand

“Good design is like a refrigerator—when it works, no one notices, but when it doesn’t, it sure stinks.”
–Irene Au

“The role of the designer is that of a good, thoughtful host anticipating the needs of his guests”
–Charles Eames

“Design can be art. Design can be simple. That’s why it’s so complicated.”
–Paul Rand

“Whitespace is like air: it is necessary for design to breathe.”
–Wojciech Zieliński

“Design is thinking made visual.”
–Saul Bass

“Good design is obvious. Great design is transparent.”
–Joe Sparano

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impressions some have about a product.”
– Elon Musk