"The visual does seem to me the most thoroughly grasped and recorded among my impressions; sight seems to be my principal sense organ, and "seeing" supplies the key metaphors for reporting the perception."

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When it comes to working on identities, a lot of the time I find myself working with a company that has been around for a while. No matter what they say their goal is, the history and the impression that they have already made in the minds of the public is a real thing that you have to deal with.

— Michael Bierut