The geometric foundation of enduring design: why simple systems outlast complex trends
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Trends die. Systems endure. The mathematical principles behind my most successful marks—from ABC to Westinghouse—prove that geometric clarity creates timeless recognition.
Why most corporate rebrands fail (and how to build identity that lasts decades)
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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.
My 40-year relationship with IBM: lessons from design's longest corporate partnership
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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.
