“We need to aim at essential things, to remove every redundant effects, every useless flowering, to elaborate a concept on mathematical bases, on fundamental ideas, on elementary structures; we strongly need to avoid waste and excess.”
– AG Fronzoni
[AG Fronzoni] claimed that his aspiration was not to satisfy his clients’ needs, but to do away with them. His ideological background didn’t allow him to encourage the perception that other values inhere in an object but the functional, its instrumental purpose. One of his favourite quotes was by the art historian G.C. Argan, who once wrote that ‘who refuses design, accepts to be designed’. Accordingly, AGF claimed to believe in a collectivist approach to design practice and maintained that design shouldn’t be only the reserve of a few professionals, but a skill as widespread as writing because ‘one who designs, designs oneself in the first place’.
AGF insisted that his real client was the social community. His work aimed at reaching the audience through a practice that avoided authorship and authority. In some of the posters he designed, he even tried to push language to its edge in a Wittgenstein-like fashion, testing readability to the extreme, continually jeopardizing communication itself.
– Gabriele Oropallo, in his paper “Language, Form and Deception: The Unwritten Design of AG Fronzoni”