A short article on Design Online by Dr Charles Zuber about the influence of critical theory on Inkahoots: Inkahoots at work: semiotics at play.

“As well as deconstructing signifiers and signs, it was then possible for designers to reconstruct signs to shape new “texts”. Subversive deconstructions could be created and recreated, often with a sense of playfulness, like the Memphis group in Italy for example.

Some academic books were difficult to relate to for some designers, who preferred the safe harbours of technical proficiency. However, Inkahoots has continued to make confident use of critical theory and unique digital skills, and has done so for at least 20 years.”