Typography is the primary element of the brand — Pattern and rhythm — Contrast and balance — Quiet — Organization — It is the whole that creates the strength — Purpose and perspective — Remove the unnecessary and emphasise the essential — Avoid superfluous design details — Focus on usability and user experience — Intersection of architecture, design and art — Good design is usability made beautiful — Strive for simplicity — Design that is graphically pure — Stay within the established system — Break the rules to add perspective