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Honored with the highest recognition in American graphic design. "For lifetime achievement in advancing the profession through innovative work
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The systematic thinking behind the IBM eight-bar logo that saved a corporation →
When IBM approached me in 1972, they needed more than a new logo—they needed a new identity. The eight-bar mark wasn't just aesthetic; it was strategic communication that unified a sprawling technology company under one clear visual voice.
Science
Science
Why I turned down a million-dollar logo project (and what it taught me about creative integrity) →
Steven Jobs wanted to pay me a million dollars for a logo, but only if I presented multiple options. I said no. Great design isn't about choice—it's about the right choice. Here's why creative conviction matters more than client comfort.
Featured
Business
Business
Featured
From Esquire to UPS: how editorial design principles shaped corporate identity →
My years at Esquire magazine taught me that every design element must serve the content's purpose. When I moved into corporate work, I brought that same editorial discipline to brand identity—with revolutionary results.
Food
Food
The geometric foundation of enduring design: why simple systems outlast complex trends →
Trends die. Systems endure. The mathematical principles behind my most successful marks—from ABC to Westinghouse—prove that geometric clarity creates timeless recognition.
Technology
Technology
Teaching design vs. teaching style: what 30 years at Yale taught me about creative education →
I didn't teach students how to make things look like my work. I taught them how to think. The difference between style and systematic thinking is the difference between decoration and communication.
Food
Food
Why most corporate rebrands fail (and how to build identity that lasts decades) →
Companies spend millions on rebrands that last two years. Meanwhile, the marks I created in the 1960s still define billion-dollar corporations. Here's the difference between fashion and function.
Featured
Business
Business
Featured
The business case for design: how visual strategy drives measurable results →
Executives who treat design as decoration are missing the point. Visual identity isn't about aesthetics—it's about recognition, differentiation, and market positioning. Design is strategy made visible.
Food
Food
My 40-year relationship with IBM: lessons from design's longest corporate partnership →
From the eight-bar logo to packaging systems to architectural signage—my work with IBM spanned four decades and proved that consistent visual language creates compound value over time.