Siegel+Gale’s NYC Office is so Serious About Simplifying Design It Devotes an Entire Department to It | AIGA

Katie Chang Writer Design AIGA Where Designers Work

While visiting Pennsylvania Amish country in the 1970s, Alan Siegel, founder and chairman emeritus of global brand strategy, design and experience agency Siegel+Gale, saw a sign that struck a chord. It read: simple is smart.