Sarasota, FL SRQ Magazine, July 2014–Perception Engineers
“The focal point of all branding is the identity and that is where the simplicity has to start. I tend to work with a broad brush; I do a lot of ideas very quickly. Then I take the final concept and it has to be edited down to its simplest element. If I can’t do that then there’s too much in there. It’s easy to overwork a logo, just as easy as it is to overwork a painting. True artists know when to stop and they don’t put the brush down ever again. It’s a very hard thing to do, but it comes from years and years of experience. It’s the ability to simplify things and leave them simplified.” —Steve Boris, Boost Studio