As I was directing marketing communications for Simpson Paper in San Francisco, our exceptional design consultant Jim Cross once presented a set of beautiful layouts that included the well-known quote by the legendary architect Mies Van der Rohe. His adage "God is in the details" suggests there is something divine in the practice of design. The quote resonated then, and still inspires me today. Ironically, several years later an International Paper executive I worked with at Strathmore firmly insisted on the counter claim "The devil is in the details."

In fact, both expressions are accurate. One aspires to beauty and art, while the other urges simplicity for the sake of operational excellence.

At Artifact, we embrace both ideals. We find true pleasure in the details of our craft, whether the crisp spine of a well-made book, or the clarity of a logotype on a mobile screen. But we also recognize the importance of keeping things simple and actionable.

At the same time, we know that pitfalls that can arise if proper attention isn't paid to detail. And as many have learned, even the most diligent efforts to avoid them can occasionally fall short.

DPV / East Arlington VT