by Jennifer Jefferson, contributor
Photos by Jordan Bailey, photo editor
SCAD professor Barry Roseman described Massimo Vignelli as one of the most significant designers of our time.” Vignelli has graced SCAD’s campus four times. Tuesday the designer was not in house, but SCAD Atlanta students got to learn more about Vignelli and his wife Lella at the screening of “Design is One: Lella and Massimo Vignelli.” The makers of the film, Karen Brew and Roberti Guerra, were there to discuss the film and answer questions after the screening. The film, shot over nearly three years, features the pair and their design studio Vignelli Associates. It begins with the couple’s immigration to the United States, when he got a job and she studied architecture at Massachusetts Institute of Technology. The film chronicles the couple’s greatest achievements including the creation of the Vignelli Center for Design Studies and Massimo’s 80th birthday.
The screening was the first time Shannon Griffin, a first-year M.F.A. interior design student, heard of the Vignellis. Nevertheless, she left inspired.“He is so versatile,” Griffin said. “For someone to be able to design in so many different areas is genius. The ability to design across different disciplines gives me something to look forward to.”
“I always wanted to affect the lives of millions of people through design,” Massimo said in the film.
Massimo also cited that the DNA of their designs is Italian. Their accents are still thick though they’ve lived in the U.S. for decades and there are glimpses of pasta dinners being prepared in their home. The Vignellis have mostly worn their own clothing designs for 15 years.
“I liked seeing him as a human, as a husband, not just the designer,” said Alphonso Jordan, a second-year M.F.A graphic design student.
“Their whole attitude towards life is in everything they do,” film director Kathy Brew said.
Film director Roberto Guerra said the students’ take away from the film should be this: “Invest your life in what you like doing. Let’s not spend your life doing things for a living. Do it for yourself.”
“Massimo is the dreamer and I am the reality,” said Lella in the film. As for working with his wife, he said, “This is the luck that we have. We’re absolutely complimentary.” Though colleagues often say they like to bicker, lovingly.
Perhaps, Massimo is known for introducing the Helvetica font to the U.S. Massimo’s consistent use of Helvetica, Futura, Times Roman and Bodoni fonts have become his trademark. Lella admits that her husband’s designs haven’t changed much in 50 years.
“If you have come to the point where you create your own language, it’s your right to go with it,” she said.
The printed works created by Massimo is only a portion of the capabilities of the design team. The team has designed some of the most iconic corporate branding in America including the Ford, J.C. Penny and American Airlines logos and all of New York City’s subway signage, but the couple’s Modernist style has also influenced their clothing, jewelry, furniture, interiors, product and periodical designs.
“We have a motto: If you can’t find it, design it,” Massimo said.
Film director Roberto Guerra said the students’ take away from the film should be this: “Invest your life in what you like doing. Let’s not spend your life doing things for a living. Do it for yourself.”
