Understands the basic rules of visual design: hierarchy, balance, alignment, order, etc. Can differentiate different typeface styles and what they are best for.
Has a mental library of design principles informed by successful designs from history. Understands the progression of typography through the years and how web and print typography differ.
Knows when to "break the rules" to create dynamic style. Is up to date with the latest design thinking across multiple disciplines.
Has their own trademark style based on a strong understanding of historical design principles and current trends. Publishes work publicly, promoting the company.
Has a style that influences other designers. Their work is cited as inspiration in the design community. Speaks and writes about design thinking and trends for the Cantilever audience.