Contemporary critics have noted the consistent minimalistic aesthetic exhibited throughout Donda creative projects. In stating Donda's creative philosophy, West articulated the need to "put creatives in a room together with like minds" in order to "simplify and aesthetically improve everything we see, taste, touch, and feel". West was secretive about the company's operations, maintaining neither an official website nor a social media presence. The announcement garnered widespread media attention, including coverage by The Guardian, The Washington Post, The Huffington Post, The Wall Street Journal, and Time magazine, which proclaimed the company's announcement the first major social media moment of 2012. In his announcement, West proclaimed that the company would "pick up where Steve Jobs left off" Donda would operate as "a design company which will galvanize amazing thinkers in a creative space to bounce their dreams and ideas" with the "goal to make products and experiences that people want and can afford."
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West announced the company on January 5, 2012, via a series of Twitter posts.