I describe the design process as like the tip of the iceberg. What you don't see is the long haul: all the endless auditing and things like that.

In this quote, Norman Foster uses the metaphor of the iceberg to describe the design process. He compares the visible aspects of design—such as the final product or the creative elements—to the tip of the iceberg, suggesting that what is seen by the public or end-users is only a small fraction of the entire process. The much larger, hidden part of design involves the behind-the-scenes work, like auditing, adjustments, and the endless revisions that are necessary to ensure a design is fully realized and functional.

Foster emphasizes that the visible design—the sleek and polished final product—is often just the result of a long and sometimes tedious journey. The long haul refers to the complexities and detailed processes that go into creating a design, which often go unnoticed. This includes aspects like reviewing, testing, modifying, and ensuring that every detail is correct, all of which are crucial steps to achieving a successful outcome.

The quote also underscores the importance of thoroughness in design. The work that is not immediately visible to the public, like auditing and continual refinement, is just as critical as the final aesthetic or functional result. Foster is pointing out that the success of a design is built on a foundation of hard, meticulous work that doesn't necessarily get the attention it deserves.

The origin of this quote can be traced to Norman Foster, a renowned architect known for his modern, high-tech designs. Foster has always emphasized the importance of precision, efficiency, and thoroughness in his architectural work. His quote reflects his commitment to both the visible and invisible elements of the creative process, illustrating how comprehensive and detail-oriented the journey from concept to completion can be.