"Less than one hour ago I received word that the intensively developed logo that was accepted by my client (a very famous speaker and author who holds the record for selling the most non-fiction books in the world) received negative feedback by one person and her son, citing the fact it is “not 2013 — looks more like 1970.” So of course the client’s entire staff is questioning my design. Apparently the critics are not aware that the next wave of brand identity will be inspired by real talent—clever manipulation of line and form—not merely adding dimensional effects, highlights and drop shadows to elicit the oohs and aahs. How can I predict this? For one thing, I’ve always had a sense of the future trend in graphic design. But for a concrete answer, it’s what Apple is planning for their next generation of iPhones and iPads. The 3D effects have been “wow” for years, but now the “wow” has morphed into “was.” The next generation of design will be flat, and will depend on the most valuable talents of a real designer—research, strategy, logic, creativity and expert polish. In other words, professional graphic design. Drop shadows optional."
- Chaz DeSimone (from a discussion on the difference between artists and designers)