Steve Portigal on Innovation

From Core77:

[Michael] Bierut felt he started off being too "clever" - which I hear as new for new's sake - and that wasn't the right thing to do. I don't think innovative means shocking, obviously new, different, and all that. I think innovation can be invisible and brilliant and seamless to adapt to, with that whiff of exhaled "ooh!" that happens afterwards. To a graphic designer, the word may mean something else.