"We have to be brave and we have to be bad. If we’re bad, we can be the esthetic conscience of the business world. We can break the cycle of blandness. We can jam up the assembly line that spills out one dull, lookalike piece of crap after another. We can say, "Why not do something with artistic integrity and ideological courage?" We can say, "Why not do something that forces us to rewrite the definition of ‘good design’?" Most of all, bad is about recapturing the idea that a designer is the representative - almost like a missionary - of art, within the world of business. We’re not here to give them what’s safe and expedient. We’re not here to help clients eradicate everything of visual interest from the face of the earth. We’re here to make them think about design that’s dangerous and unpredictable. We’re here to inject art into commerce. We’re here to be bad."

- Tibor Kalman