“Complaints about the lack of depth in writing about graphic design occur with thudding regularity, but these critics rarely acknowledge what seems to be a basic fact about design. Once you have stated the fundamentals, which have been repeated many times, there is often not that much left to say. If you approach graphic design ñ and, in particular, the individual graphic designer ñ looking for complex ideas about design and culture that might require book-length elucidation, then few designers have much to report about their practice that is significantly different from what their colleagues say, and that moves beyond the sphere of necessary but still, at root, limited professional talk. I have interviewed hundreds of designers and transcribed miles of tape over the years, but the number who have had strikingly unusual (as opposed to just interesting) observations to make about either design or the world is not large… the designer who really stands out is not perhaps someone I might have expected… Neville Brody burnt so brightly and was praised so lavishly in the 1980s that a backlash was bound to follow ñ and it did.”