Movement in design emerging from Pre-Raphaelite circle and initiated by William Morris in 1861 when he founded design firm Morris and Co in London. He recruited Rossetti, Madox Brown and Burne-Jones as artist-designers and key principle was to raise design to level of art. Also to make good design available to widest possible audience. Seen as leading to modern design e. G. By Pevsner in book Pioneers of Modern Design: William Morris to Walter Gropius first published 1936. Morris emphasised simple functional design without the excess ornament and imitation of past typical of Victorian styles. Wallpapers or fabrics were based on natural motifs particularly plant forms treated as flat pattern. Key influence on Aesthetic Movement and Art Nouveau as well as later modern design.