Summary of Pentagram’s Abbott Miller: “Branding Has Become Oppressive” 

Miller says that people get obsessed with logos when they should actually care more about how the actual logo is used. Each design should have a story behind it. The digital revolution has changed design since more people talk about it now and know what it is. Even business people now realize how important design is to the success of a company. He believes the best way to start a design project is to immerse yourself into it. Fully invest into the situation and understand it. He does believe that different projects require different thought processes. He enjoys talking through ideas and approaches with his team. Miller thinks that the presence of other people is needed for him to really think through things. The social aspect of design is important to him. Miller doesn’t believe that he has a specific aesthetic or style of design. The commonality between his projects is the thinking behind it. He is very into exhibitions because they surround you, but they are gone in a matter of months and you are only left with photos. Books to him, are very appealing because of their permanence. They allow graphic designers to really be involved in product design. Books are real, tangible and wanted.