The work was not idea-based in the sense of cute metaphors or rhetorical tactics more familiar in advertising campaigns. It was not what I refer to as ‘one-move’ design, where an initial idea is then swiftly completed in one gesture without subsequent refinement. Our work involved multiple moves, a step-by-step compositional progression, and in that sense had a large element of craft to it.
— Simon Johnston, founding partner of 8vo on the modus operandi of that studio. From his essay “Dust” for the 8vo monograph 8vo: On the Outside (2005, Lars Müller Publishers). I love the bit about “cute metaphors.”