Massimo Vignelli was an Italian designer who worked in a number of areas ranging from package design through houseware design and furniture design to public signage and showroom design. He was the co-founder of Vignelli Associates, with his wife, Lella. His ethos was, If you can design one thing, you can design everything, and this was reflected in the broad range of his work. Vignelli worked firmly within the Modernist tradition, and focused on simplicity through the use of basic geometric forms in all his work.