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Early in his career, AMX creative director Malcolm Garrett worked with some of the best known image-conscious bands. The careful, open typography in these examples shows up in many of Garrett's productions. (See the Spice Girls image for a recent example).

Usually, Garrett did not have any say in the actual image of the band. The bands themselves would choose their own clothes and hairstyles, and would sit for innumerable photo sessions. This produced a huge number of images that Garrett would have to sort through and make sense of. "It was a matter of setting up a framework in which things can happen," he says.