Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Milman from design observer.com.

On this program, Debbie Millman talks with designer Angus Highland about his career with pentagram and about the power of graphic

symbols. The Nike Swoosh for example for which one designer was paid only

$35. It's inevitable that as they become dominant worldwide then the actual symbol itself increases in value.

Here's Debbie Melman. We live in a world of symbols.

From stop signs to letters and words to corporate logos,

our minds swim in a symbolic sea of information. But what makes one symbol

stand out and arrest our attention? Are there design principles that make one

better than another?

These are the questions that come to mind when paging through Angus Highlands new book,

Symbol, co-written with Stephen Bateman.

The book features over 1300 symbols organized according to their visual characteristics.

Angus Highland is a partner in Pendagram's London office and he joins me at the School of Visual Arts in New York

to talk about his book and about his distinguished career as a designer.

Welcome to Design Matters, Angus.

Hi there. Hi, it's so wonderful to have you, Angus. Hi there.

Hi, it's so wonderful to have you join us.

Thank you.

So I understand that at an early age,

you realized that you were living next to a shell gas station and you thought that it signified your

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