20 years later, the book has been extensively revised and updated for the next generation by new co-authors Greg Quinton and Nick Asbury.

Published by Phaidon in March 2016, the new edition makes the case that the story of wit in the last 20 years is one of ‘scaling up’.

As designers have enjoyed access to new technologies and greater freedom to move across disciplinary boundaries, so the realm of wit has become larger. Wit powers big brands, communicates serious social messages, and shapes not only the way products are marketed, but also the products themselves and the environments in which we encounter them.