Paul Winter and Simon Kennedy

‘One of the pieces we regard as seminal is a catalogue Wim Crouwel designed in 1970 for an exhibition of the work of artist Claes Oldenburg for the Stedelijk Museum, Amsterdam. The typographic cover is inspired by Oldenburg’s work. As ever, Crouwel used content to reveal form – one of the basic tenets of modernist design. Nowadays, however, taken out of context and misappropriated, the alphabet could easily be mistaken for an illiterate teenager’s misconceived dalliance.’