When Noreen and I first started AdamsMorioka, the design du jour was busy, layered, and busier. If a poster didn’t have 32 layers, 8 spot colors, 4 varnishes and some type that had been run through a copier 10 times, it couldn’t be serious design. But, since I can’t think that much, we made posters in 2 colors with no layers and easy to read Franklin Gothic. You can imagine the love that we received for this. I recall meeting a well-known designer famous for this type of complex work who refused to shake my hand. Jeez, you’d think we were kidnapping and drowning kittens.

Fortunately, we had some champions who made up for the angry stares. Our great friend, Alexander Gelman, was one of the first designers we met who shared our idea. Gelman takes simplicity and minimalism to its most extreme place. The result is work that is aggressive and almost assaulting in its clarity. Simple does not mean dull or conservative. When I need to make this argument clear, I point to Gelman’s work.

He’s just as direct in person. One year, we all went to the Sundance Film Festival together. A particularly annoying person in our group would not shut up. All day and night she told us what to do, what to see, where to park, and what was good and bad. Finally, Gelman simply said, “No. You are wrong.” This worked; she stopped shouting commands at us. As you see, simplicity in design is good, and simplicity in language is better.