There is no "era" of simple, focused, concept-driven identity design. There is only design that grows out of understanding audiences for specific pro…

- Ivan Chermayeff

As designers, we are the interface. Trying to make things understandable. That requires involving oneself with what's going on in the world. One must…

- Ivan Chermayeff

There are not many designers who are truly creative and literate. Most are self-indulgent, illiterate, fashion-mongering, service people trying to br…

- Ivan Chermayeff

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

- Ivan Chermayeff

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

- Ivan Chermayeff

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 t…

- Ivan Chermayeff

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

- Ivan Chermayeff

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 b…

- Ivan Chermayeff

Good design, at least part of the time, includes the criterion of being direct in relation to the problem at hand - not obscure, trendy, or stylish. …

- Ivan Chermayeff