William Morris (1834-1912) designed some of the most recognizable Western textile patterns of the 19th century, many of which are still in production today. An acclaimed English visionary designer, Morris championed a return to the model of the medieval guild craftsman, a belief central to the ideals of the 19th century British Arts and Crafts social and artistic movement which became known in the US as Craftsman Style. His company Morris and Co. produced hand-knotted rugs (known as "Hammersmith" carpets), and also machine-woven rugs. Morris's decision to make machine-woven was pragmatic as he wanted his designs to be affordable and to improve the quality of what was available to the public. Arts and Crafts was a movement created by many artists and designers, but nevertheless the designs of William Morris are synonymous with the term Arts and Crafts. Patterns focused on the natural world – flowers, shrubs, trees, birds, animals, and meandering branches – often in dense pattern fields offset with rectilinear border motifs. Several of Morris's patterns resemble Persian medallion carpets and the patterns of Turkish cut velvets. Morris liked to visit the galleries at the British Museum and the South Kensington Museum (now the V&A) where he saw historical Persian and Turkish designs which led him to become an avid collector of Persian Safavid period carpets and textiles. He interpreted these designs so they became uniquely "English". These patterns have never gone out of style and remain popular in the 21st century because they are compatible with numerous decorating styles.