Graphic design suffers when discipline has been abandoned in favor of the random.
Style is transitory. Attitude is permanent.
A book with square pictures will be square, a book with rectangular pictures will be rectangular. The content determines the container.
Helvetica is our ultimate typeface: objective, powerful, and delicate according to weight. But above all it is timeless and universal.
The role of fashion is temporary. The role of clothing is permanence. We designed clothing because we are only interested in permanence.