• ARMANDO MILANI ― TRANSCRIPT

  • 0:08

    The ethic, for me, is the most important thing, you have to be, to be satisfied, happy about what you do, and of course to see also your client happy about what you did. The most important thing is to see that your work works and people understand that.

  • 0:32

    I’m Armando Milani. I studied graphic design with Albe Steiner in the 60s. In 1977, I moved to New York because Massimo Vignelli asked to do a collaboration with him and I opened my own office in New York and I worked there for 20 years.

  • 0:51

    Graphic design for me is communication. I was speaking with Paul Rand, he was telling me exactly same thing. You can do a beautiful image, you can design beautiful posters, but if it doesn't communicate, it’s useless. He used to say “for the birds.” And I agree 100%.

  • 1:11

    Anything that goes to people is very important because what the purpose for me is to improve our life, in general, you know? And so I start to think about I have to dedicate more time, my work, my design to something that goes around the world. The client is humanity.

  • 01:42

    I have to tell you, I don’t like at all when students start with the computer. I start with pen and white paper and I design maybe 30, 40, 50 sketches, no? And after, I leave it there because sometimes you need to get out and come back after a few days and I put it on the table and look at it again. And you start to throw away the one you don’t like. And after, I go down to 1-2 solutions.

  • 2:16

    But the most important thing is to show the reason why you decide to design that solution and show that you don’t have hesitation. You have to start with where you want to go. You have to have an aim, no? And after, you start to think about and see something that match with this aim. Your purpose.

  • 2:45

    Now after I learn really how to do something that works. Always beautiful, but that works, that communicates. This is the most important thing. Because as a matter of fact El Lissitzky was saying, “Catch, seduce the eye immediately in few seconds, and go down deeply to the intelligent, emotion part of the person.” That's what I like to do.