La Rocque*

(…) discipline, coolness and objectivity will continue to be the cardinal features of typography in the future since its nature is largely decided by its dependence on technique and function.

(…) What was useful has become unusable but nevertheless displays all those charms inherent in so many useless things.

Emil Ruder in Typographie

“(…) For Emil Ruder space has never been merely a lifeless paper surface to be covered with lettering or ornamentation at will. In his hands the passive background is transformed into a vital and active foreground. Every piece of typography thus becomes a picture in which black and white are played off against each other; indeed, an effect of depth is often created, the eye being led by lines or rows into a third dimension. (…)”

Preface by Adrian Frutiger of Emil Ruder’s book “Typographie”.

“It’s not rocket science. It’s social science-the science of understanding people’s needs and their unique relationship with art, literature, history, music, work, philosophy, community, technology, and psychology. The act of design is structuring and creating that balance.”

Clement Mok

“A liberdade de espírito, isto é, a potência do intelecto, mede-se por sua capacidade de dissociar idéias tradicionalmente inseparáveis. Dissociar idéias é muito mais difícil que associá-las. O entendimento humano nunca teve maior capacidade de dissociação do que agora.”

José Ortega y Gasset - A Rebelião das Massas

Aurora (Part 1) from Adaptive Path on Vimeo.

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“Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.”
Charles Mingus

“[Innovation] comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.”
Steve Jobs