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Everyone should watch "Art & Copy" for tomorrow. it is available instantly on netflix. It relates wonderfully to designing in the sign world or in any industry for that matter. When he says he has to drag people kicking and screaming in to being rich, thats how i feel about design.
Helvetica was great. Gives a good idea of the dichotomy in design: Simple Vs. Embellished. The reason I like Art and copy so much is that it shows that Sometimes Designers just need to be trusted, and you shouldn't let a creative business be driven in to mediocrity by the untrained customer masses.
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