Will Massimo’s gospel ever be back in style?
(Massimo Vignelli, 1931–2014)
By Richard Mooij
Creative at VBAT
Today, May 27th 2015, it is one year since one of the most influential designers of our time; Massimo Vignelli (born 1931) passed away. This Italian designer, for those of you who have never heard his name, is world famous for his revolutionary signage for the New York Subway system in 1972 and his work for clients including AmericanAirlines, Knoll, Benetton and Bloomingdale’s department stores.
Vignelli developed a design ethos based on order, logic, consistency and clarity. In fact, these principles, according to design purists, still represent the holy grail of graphic design. Although it’s true to say Vignelli was not the only pioneering designer around then his way of thinking made him undoubtedly admirable. Perhaps most remarkable is the fact that in 1966 he revolutionised graphic design in the United States simply by using one typeface — Helvetica. (Design in the U.S. was more a matter of emotion and ornamentation around that time.)
As Vignelli once said; “AmericanAirlines typeset in Helvetica Bold on America’s national airliner for more than 40 years is, besides being ironically funny, a giant achievement.”
Looking back it is fair to say he had a point.
Moreover when we take a closer look at today’s commercial design climate a lot seems to have changed since Vignelli’s glory days of order, logic and consistency. A case in point being AmericanAirlines recent redesign (2013) which brought back fashionable ornamentation. Whether this approach will stand the test of 40 years is questionable.
Whilst design values have changed, a shift in power also seems to have emerged. Brand managers at the sideline of design are today offered the opportunity to have their influence on the final output like never before. As such designers themselves seriously need to be careful not to end up as a styling commodity who’s work is only considered right when it avoids risks and fits a certain visual comfort zone.
Although being unmistakeably timeless, the design principles of Vignelli might be considered a little too rational for today’s popular demand for emotional driven design. But what made this designer great was the fact he knew good design is always about change and that he was able to sell change as well. His work showed us that design on it’s best always gives a unique and simple answer to a complex problem in the most powerful visual way. It’s not unthinkable that somewhere soon Vignelli’s gospel will be back in style. Something that will definitely do no harm to intelligent and meaningful design. In that sense everyone in this industry needs to consider his design approach as an inspiration forever. Or like he liked to put it himself; ‘If you do it right it will last forever.’
(Source: The Design Trilogy Interviews by Gary Hustwit.)
Download Vignelli’s design canon over here.
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By Richard Mooij
Creative at VBAT
