Morrison is a leading designer best known for his advocacy of the new simplicity and is the most uncompromising designer of purism. His work is characterized by a precision of essential form. In the early 1980s, Jasper Morrison anticipated what was to be the ethical position of the designer in a period of crisis, emerging as one of the instigators of the neo-minimalist movement of the 1990s. Concerned at once with questions of plasticity and efficacy, his work's development obeys an implacable logic of eliminating decorative effects in favor of functionalism. "From door handles to doors, bottles of beer to bus stops, no aspect of daily life is unworthy of consideration as a design problem", states Morrison.