The Layman's Almanac

Massimo Vignelli

As a grandfather of Modernism, Massimo Vignelli is widely regarded as a Design icon. A gentleman in the truest sense of the word, Mr. Vignelli has created lasting branding for Knoll, American Airlines, Ford Motor Company, Gillette, and has designed signage for the New York transit system as well as the Subway map.

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From our initial exchange:
LA: ...design must be a reflection of our times, and the times have changed. The way we absorb and share information, how we connect with others, and the distribution of power are vastly different then they were 20 years ago. Maintaining the rituals of design is important but no longer the mandate for a new generation of designers. Our human experience shouldn't be limited, and neither should our design. We're in a transition between paradigms, and as such, must help facilitate the ushering in of the new modes of thinking.

Dear friends,
Your assumptions are correct, but keep in mind that the answers develop along with the times, the new technologies, the shifting of cultural tectonics, and contriving them may just nourish ephemeral values.

Congratulations on your ambitious project.
Massimo

LA: Modernism, and to a much, much lesser extent post-modernism, defined a set of values through principals for entire generations of designers. It seems every generation tries to define itself though a philosophy; where do you think today's generation lies?

MV: Only the present generation may be able to define where they stand, if they have developed a critical sense. Today situation is quite complex, but so were previous ones, each one with its own parameters. In any case it is vital that the present generation investigates the present and defines its own philosophy. Personally I think that this task has been made more difficult by the mess generated by post-modernist theories. Modernism had and has a very solid philosophical structure, particularly on design issues, and I think that a lot of young designers are recognizing it and it is visible by the quality of their work. More and more good designers are using a new and fresher version of modernist parameters in their work, with excellent results. Designers that have been chronically affected by postmodernism deliver ephemeral and superficial designs of no value. I have no interest (in) them.

LA: Education can be the exploration of discovering one's own process. Often by taking pieces of others and making it their own. What is your design process and whom, if anyone has been an inspiration?

My design process is a reductive one. I proceed by reductions not by additions. My great Master has been Mies van der Rohe. In graphic design, the Swiss school. In product design, Dieter Rams. In Art, Albers, Lissistzky, Malevich. Plus everybody else, for one reason or another. Everyone has contributed in a positive or negative way. My recommendation is to study in depth whoever you like and then compare it with the rest, until you really have absorbed the lesson all the way. Then eventually, your own approach will begin to surface.

LA: What role does humor play in your work? Is it an important part of your process?

MV: Humor is extremely important. It is a byproduct of your intelligence, culture and personality. Not to be confused with jokes or gags.

LA: How has technology changed your process or the way you do business?

Completely on the surface but not enough in depth because of my scarce knowledge of the computer. My imagination still anchored to the pencil, (at my age is understandable). I sense that a better technological awareness could lead me to a different creative level. I can manage with the help of talented associates who share my discipline but have a better technological edge.

LA: As opposed to only mimicking what has come before, what would you like to see this new generation of designers take on or do?

MV: Mimicking is bad, no matter what. It is important to understand the values and the meaning of Modernism in order to go further. It will provide the solid ground for building the next step.

LA: Albert Camus said: "A person's work is nothing but a slow trek to rediscover through the detours of art, those two or three great or simple images in who's presence their heart first opened." What would those two or three images be for you?

MV: As I mentioned, the work of Mies and Corbusier, however back in history, Brunelleschi and Palladio.

LA: How has the field of design changed from when you first entered the field?

MV: The developments of technologies and materials have brought forward and higher the level of design. The Mac Air that I am using to type this message is a perfect example of how elegant and efficient design has become, better than ever before, even if not so spread as much as I would love to see.

LA: Do you believe the term "design" as it is today will be viewed the same in 50 or 100 years?

Probably. It's meaning will evolve with the times, but basically it has been with mankind since the beginning. If you love it, it will last!