Please enjoy these profound excerpts from the rare 1963 book Graphic Design: Visual Comparisons by Alan Fletcher, Colin Forbes, and Bob Gill. These three men were design firm Fletcher/Forbes/Gill, which would eventually evolve into Pentagram.
“Our thesis is that any one visual problem has an infinite number of solutions; that many of them are valid; that solutions ought to derive from the subject matter; that the designer should therefore have no preconceived graphic style.”
“Unlike painters who should have a personal handwriting, designers are often anonymous, but their work still achieves a vivid personality. Their identity is maintained by a consistently high standard of problem solving rather than by a consistent technique or style.”