“Ah, good taste, what a dreadful thing! Taste is the enemy of creativeness.”
“Whether we want to acknowledge it or not, anyone evaluating a brand new logo at first glance is — to paraphrase my partner Paula Scher — reviewing a three-act play based on what they see the moment the curtain goes up. Or, to put it differently, they think they’re judging a diving competition when in fact they're judging a swimming competition. The question isn’t what kind of splash you make. It’s how long you can keep your head above water. ”
Whatever you now find weird, ugly, uncomfortable and nasty about a new medium will surely become its signature.