Rosters need to rival the vision of a talented individual

In response to this week’s Voxpop, the best design always comes from a deeper relationship between designer and client; think Paul Rand and IBM, Wolff Olins and Orange, Jonathan Ive and the Apple Computer, and countless more.

Rosters were introduced predominantly as a cost-saving measure (around the mid/late 1980s), and while they can produce excellent individual results they never achieve the same reach.

David Worthington, Managing director, Conran Design Group, London EC1

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