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why a full stop?


Abram quickly and methodically filled a layout pad with two to three dozen ideas for a poster. Invariably two elements would be combined to produce a third image. Once he had selected a design from the thumbnails, he circled it with a pencil. He wasted no time covering large areas and avoided detail. ‘I never work large because posters seen from a distance are small. If ideas don’t work an inch high, they will never work.’ he said.

Showing his rough ideas to his wife, children and friends, he would ask ‘What does this mean to you?’ If they looked blank, he threw his efforts into a large dustbin and started again. When the final artwork for the poster was finished, he painted ‘A. Games’ in a corner. It hung on his studio wall for one week, inviting criticism from colleagues, family and friends. Only when satisfied, he would add a full stop after his signature.


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