personal mantra

Sometimes misattributed, Louis Sullivan in his 1896 essay, “The Tall Office Building Artistically Considered”, said in full:
“Whether it be the sweeping eagle in his flight, or the open apple-blossom, the toiling work-horse, the blithe swan, the branching oak, the winding stream at its base, the drifting clouds, over all the coursing sun, form ever follows function, and this is the law.”

We hear you, Louis. Whether it be an office building or a branded promotional mailer… if you don’t fully understand what the purpose, the function, of a design is, the form it takes is irrelevant.

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