The things that initiate the exchange of high quality attention may start inside of the designer, but the products of the process have a tendency to have authorship and ownership evaporate. Sometimes the things we design lose the signature of the one who creates them, because their application is so widespread that their sway in culture diffuses to such an extent that it enters the air like the scent of the innkeeper’s fish. They become a shared experience molding our interpretation of the world, becoming our points of reference, like the shape of a Coke bottle, the gait of the illuminated man on a street’s crosswalk sign, the design of a paper clip, or the recycling logo. Design can sometimes achieve a state so fused with the culture, so widespread, distributed, and engrained into the background, that it recedes in spite of its up-front positioning. It can become easy to presume that these things have always existed, and forget that they were designed and originated with someone’s decisions. Frank Chimero.