To many, great design seems so simple. The two word tag line. The grace of a beautiful logo. The quick quip that sells the product. Divine inspiration, though always appreciated, is a seldom and reluctant visitor. Design is much more often the result of hard work. The two word tag line was once a stack of sticky notes
and cocktail napkins. The beautiful logo was a wall covered with hundreds of ideas. The quip was an endless stream of one liners. Design does not live in one great idea. It lives in the ability to find many ideas.

Yes. Design is simple.

It takes a great designer to make it look that way.