When Alan Fletcher died in 2006, his obituary, in the Daily Telegraph called him “the most highly regarded graphic designer of his generation, and probably one of the most prolific”.

Here at Silvertoad we agree with this statement as we’ve barely met a single graphic designer who doesn’t own or hasn’t read his famous book, The Art of Looking Sideways with its eye-catching typographic cover.

Designed to be opened at random, The Art of Looking Sideways, Alan Fletcher’s 2001 book, is an unfailing source of wit, elegance and inspiration. At over a thousand pages, it is a spectacular treatise on visual thinking.

As a founder of Fletcher/Forbes/Gill in the 1960s and Pentagram in the 1970s, Alan Fletcher became one of the most influential graphic designers in both Britain and the USA. A multi-disciplinarian, Fletcher worked on a range of projects from corporate identities to book covers and posters.

Below are a handful of famous logos he’s known for creating:

V&A Logo– Designed in 1989

Reuters Logo– Designed in 1965 (Retired in 1992)

Beware Wet Paint – Screenprint, 1996

John Elliot Cellars Limited – Poster, 1977

London Bus Advert: Pirelli Slippers – 1962

Circus Restaurant & Bar – Designed in 1998

“Design is not a thing you do. It’s a way of life”