The design ideology of Massimo Vignelli often sounds a bit intense.
But despite these inherently creative projects, Vignelli would never call himself an artist.
He was famously quoted saying, Design is not art.
Design is utilitarian, art is not.
This quote ultimately reveals Vignellis belief that all problems have a clear solution that could be found using logic.
These problemssuch as what logo best defines a companywere not artistic in nature.
Helvetica on NYC Subway Sign (Photo:Stock Photosfrom Cory Seamer/Shutterstock)
It required one to strip down complicated ideas into simpler concepts until the solution became clear.
But a logical design process does not mean a boring one.
Vignelli founded Vignelli Designs with his wife Lellaanother modernist designer who specialized in jewelry making.
1972 Vignelli NYC Subway Diagram Map (Photo:MTA)
He believed that his life, like the life of all designers was, a fight against the ugliness.
He thought that some business people did not give clients proper respect.
They instead added decoration through an additive processwhere meaningless pictures and colors were added with little critical thought.
Heller Vignelli Dish Set (Photo:Pamono)
Instead, Vignelli believed in a subtractive process.
Remove lines until you have found the core elements or form of the conceptand hence the solution.
you might reach timelessness if you look for the essence of things and not the appearance.
Vignelli Books (Photos viaAmazon)
The appearance is transitorythe appearance is fashion, the appearance is trendinessbut the essence is timeless.
They used a simple, sans serif font and two basic colors.
The American eagle was simplified to a based X-shape that divided the letters.
To Vignelli, this logo symbolized that American Airlines was an honest company, no-frills and no-nonsensejust good service.
American Airlines would later rebrand after 45 years of using this logo.
For example, the new design included 11 stripes though the flag has 13.
The others were Garamond, Bodoni, and Century Expanded.
Vignelli explained the fonts flexibility by describing its ability to express love.
you’re free to say I love you in Helvetica.
He believed everything else was unnecessary visual complexity.
Why did travelers need to see every single twist and turn that the train would take?
Vignellis map untangled the jumble of the NYC subway and has become the permanent branding of the system.
The simple colored dots are deeply engrained in everyone who lives in and visits the city today.
Good design is a matter of discipline.
It starts by looking at the problem and collecting all the available information about it.
If you understand the problem, you have the solution.
Its really more about logic than imagination, he says.
One of their most famous works is the Heller Vignelli kitchenware set, especially the famous mugs.
These products adhered to traditional modernist ideals with a focus on simplicity and logic.
The mugs were designed so that the handle bent to create a place for your thumb.
Vignelli explained that Europeans filled their cup halfway, which is how he intended for them to be used.
These were later capped to prevent issues.
Despite the initial controversy, the Heller Vignelli dish sets are a highly sought-after example of modernist kitchenware.
Many great design rule books have been written both by and about Vignelli.
Massimo and Lella undeniably loved the design practice that they dedicated their lives to.
Massimo fittingly responded: The reward?
Why, the reward is todoall this!
