JKR

And then the watershed: commercial design companies, working under commercial pressures, suddenly got a fantastic new tool – the Apple Mac. It might have only had a handful of typefaces and a few basic applications, but the Mac could pump out designs that looked resolved and contemporary in a fraction of the time it had taken to set or draw copy previously.

In retrospect much of the work that won awards began to look very samey – the technology was dictating the look (flat colours, plain sans serif typography, cleanly cut out photography), and designers were being seduced into producing slick but soulless work.

Much like the jaded consumer, designers looked around for a visual language that felt less samey, and which could carry their fingerprints more clearly. Illustrators like Paul Davis made a more rough and ready style very fashionable, and much faux naive branding followed in its wake.

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