“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.â€
Paul Rand
As a devout believer in simplicity, the use of that word in a quote piqued my interest right away. Check out this article about Paul Rand from the folks at Logo Design Love. The late Paul Rand was a pioneer in logo design and designed such recognizable logos as ABC, UPS and IBM to name a few.