The end goal is to develop an image that is easy to understand and remember, and that works well in its screen environment. It’s always optimal to be able to see the whole visual UI and mock up how icons will fit into that, and iterate.
We’re surrounded by anonymous, poorly made objects. It’s tempting to think it’s because the people who use them don’t care — just like the people who make them. But what we’ve shown is that people do care. It’s not just about aesthetics. They care about things that are thoughtfully conceived and well made. We make and sell a very, very large number of (hopefully) beautiful, well-made things. our success is a victory for purity, integrity — for giving a damn.
For me, the project started in the Summer of 2009. Out of the blue, a telephone call, its Steve: “Hi Norman, I need some help.” I was out there three weeks later.