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Massimo Vignelli was an Italian designer who worked in a number of areas including packaging, houseware, furniture, public signage, and showroom design. He was the co-founder of Vignelli Associates, with his wife, Lella. His motto was, "If you can design one thing, you can design everything," which the broad range of his work reflects. Vignelli worked firmly within the modernist tradition. His style stressed simplicity by using basic geometric shapes.