Born in Milan, Massimo Vignelli is one of the leading names on the contemporary design scene. In this lecture at SPD – with an introduction by Silvia Sfligiotti and long-time friend Italo Lupi, Vignelli recalls with innate enthusiasm and sense of humour the most remarkable achievements in his long and highly regarded career. Vignelli has been co-founder and design director of Unimark International Corporation. He established Vignelli Associates in 1971 and Vignelli Designs in 1978 in New York. His work includes graphic and corporate identity, editorial, architectural and transportation graphics (notably, the NY subway signage system and maps), exhibition, interior, furniture and consumer product designs for many leading institutions and companies worldwide such as Knoll, Poltrona Frau, American Airlines, Heller, Benetton, Guggenheim Foundation. He has had his work exhibited and entered in the permanent collections of several museums such as the MoMa and the Metropolitan Museum of Art.