I didn't have time to write a short letter, 
so I wrote a long one instead.

We believe in simple ideas.
In a world where brands have so much to say, it’s a challenge to keep the message simple. We believe that through design, it’s possible to get rid of what’s unnecessary in order to make room for the essence.
Our design philosophy is to always use the simplest and fewest elements to create maximum effect. We think the world would be a much better place if only it was a little bit simpler.

Simple is powerful.
Simple is smart.
Simple is effective.
Simple is clear.
Simple is focused.
Simple cuts through.
Simple endures.