His style was started to be recognisable at the time he did postwar refashioning of Penguin paperbacks in Britain. He was the only designer that used and came up with the horizontally banded covers. Some of them which he did were meant to be like that: orange for fiction, green for crime, blue for biography. That was his thing which made him famous and known.
At the young age he had contact with the world of print but he always wanted to now about the new movement in art. The influences of him were designs from Bauhaus, Russian Constructivism, Wassilly Kandinsky, Paul Klee, Moholy-Nagy etc. He created so called ,,The New Typography" which was published in 1928. He was trying to connect total complexity of the contemporary life with his typography.
His principles for the good designs are: the use of sans-serif fonts, standardised paper sizes, photographs rather than drawn illustrations, asymmetrical rather than centred layouts. Later own in his work it can be seen a bit of abstract work- geometrical elements, diagonal arrangements etc. He preferred half-tone photographs, hand drawn letters, always sans serif .His elegance in his designs, especially for book designs, his work with lettering and typefaces are what made him famous.
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