On the first day of business, I gained from S+G a partner in simplicity. It isn't hard to see the value in Simple is Smart, Alan Siegel's long-standing words of wisdom that became our company's mantra. The challenge is to hold yourself to that standard daily, to measure everything against it. Our mantra helps immensely, whether I'm auditing brands, designing logos, creating templates, or organizing files and folders. It's amazing how much three words have helped refine my thinking, as I'm sure they have for the rest of our talented crew.

On the first day of business, I gained from S+G a partner in simplicity. It isn't hard to see the value in Simple is Smart, Alan Siegel's long-standing words of wisdom that became our company's mantra. The challenge is to hold yourself to that standard daily, to measure everything against it. Our mantra helps immensely, whether I'm auditing brands, designing logos, creating templates, or organizing files and folders. It's amazing how much three words have helped refine my thinking, as I'm sure they have for the rest of our talented crew.

'Tis once upon a layout that I speak—/Of letters, colors, patterns smooth and sleek;/Facilitating copy, stressing thought;/So effortless in style though time had wrought./And thus begins the tale of a brochure;/The noble quest to make design most pure.