By the 1980s, Kalman was known for being 'the 'bad boy' of graphic design' because of his antics and radical consciousness. He believed that award-winning design was only possible when the client was ethical, and frequently called other designers out when he did not agree with their actions. He defined good design as a benefit to everyday life and should be used to increase public awareness of social issues. Kalman adopted a vernacular style as a way to protest corporate International Style which was the primary design style of the time.