I was absolutely impressed by the breakdown of the design aspect. The aspects of design are semantics, syntactic and pragmatic. All of which I found are essential in design, I just do not have the absolute resolution and time to devote to this. He mentions the architects in Milan believe they should be able to design everything from a spoon to a city, I’m not sure this type of person exists in the U.S., let alone, the planet earth but I think it is a wonderful creed to live by. He was extremely focused on the design aspect and I’m not sure I have the same time to dedicate to the passion and focus that he had. I believe the concepts he held at the time, where there were half of the resources, were extremely beyond his time. Its amazing to see the devotion to his craft and what he learned. I had difficulty relating to much of this reading as I struggle with being artistic, most of my life has been centered on linear understanding, math, engineering, science. The intent, as I understood it, was to make designing a learned concept and not an artistic on but it still seemed artistic. I try to capture “moments”, but sometimes it takes 50 photos to get it. One of the most interesting aspects was timiliness, capturing the moment in its simplest form and something that lasts for generations. Just like each of the era’s (60’s,70’s,80’s this is hard to do but easy in retrospect) I think he believed in creating something real, not out of others expectations. Something that captured the “essence” of the subject matter, without the satisfaction of the client. I completely agreeed with the notion of not redesigning a logo or culture, why recreate the wheel? If it is working, add something to it to capture the era. I was taken back by the complexity of paper layouts, it is amazing to have such detail in how something is laid out, again, it would take forever to learn this but I’m sure it has significance. The typeface and grid layouts lost me, I would have to reference this in the future to see what would be “correct” or “incorrect”. Without devoting much time to this discipline, I’m not sure I found the gravity other than one should try to do their best to pay attention to details. I think this is a great book for architects and that it applies to what we are doing in DS106 but within the time constraints, I’m not sure I can do this in practice. Are we supposed to be honest? Again, I learned some great principles and will try to apply them to what I am doing. Very good read.