Naming styles or movements is a basic mechanism of architectural journals. The announcement of phenomena such as ‘critical regionalism’ or ‘deconstructivism’ involves referring architectural developments to a context in socio-politics or philosophy, and thus provides at least an initial resistance to their understanding as formal styles, which they quickly become. A different strategy is the naming of an architectural moment in the traditional form of an art historical style. Peter Reyner Banham and the Architecture Review's promotion of ‘Brutalism’ as an anti-aesthetic, look its conceptual form from explicit movements, with members and agenda, such as Futurism. Architectural Design's promotion of ‘Minimalism’ in the l990s exemplifies a different kind of style. In both cases, apparently divergent uses of ‘style’ are complicated by the process of naming, and by the tendency of the journal's graphic design to become the style—to become self-identifying.