Let the pattern lead
Black and white establish the signal before the copy has to explain itself.
Signal / 01
Working rules / 1966—now
Move With Intent
Make noise. Stay clear.
Four rules for a system that keeps its edge when the surface gets busy.
Make every edge count
Three-pixel keylines keep layouts crisp from the first draft to the final deck.
Structure / 02
Spend the red carefully
One mark calls the shot; the rest of the frame earns its weight in contrast.
Accent / 03
Keep the roughness
Hard offsets and tight type leave room for character without losing the plot.
Attitude / 04