Grove Press publisher Barney Rosset began Evergreen Review in 1957 as a literary quarterly featuring the likes of Sartre, Camus and Beckett as well as American poets Lawrence Ferlinghetti and Jack Kerouac. By 1966, the publication had increased its frequency and become a voice of political iconoclasm, so graphic designer John Alcorn refreshed its look, dropping "review" from the title in the process. Heralding the redesign was a new advertising campaign : "Join The Underground."
