One should try to avoid following ubiquitous trends while designing a visual or corporate identity. In my opinion, moving in “parallel” to the given task in search of a concept or idea, leads to the most interesting and unexpected solutions which are laying outside of the first associative series.

Three lives of a book: in the hands of readers, on the shelf of bookstores, and on the shelf of libraries. Visual perception of a book is inseparable from readers and book existence in space. Creation of such perception is a thoughtful process of the context exploration. That is, designer becomes a co-author, while working on book design.

While designing a magazine, apart from purely technical details, I always think of rhythms and contrasts. Visual symphony is born out of the rhythm holding the magazine composition, and the contrast constituting the magazine melody.