1. Simplicity as a complexity resolved.

2. Conceptual process as the core of a project.

3. Visual synthesis obtained by subtractive methodology.

4. Emptiness as a quest for beauty aesthetic and as a possibility to be filled.

5. Black and white as a symbolic and pure abstraction.

6. Essential geometry as response of aggressive visual landscape.

7. Micro-typography as a cultural act, detached by marketing trickeries.

8. Sober elegance replacing superfluous frills, redundancy, waste and excess.

9. Rebuff of trends, craze of style and market exuberance.

10. Functional design as a solution of a problem solved with logic.