In his book Incontri, Armando Milani shares one hundred stories of exchanges with design icons and famous figures who have inspired his creativity. From these, we’ve selected five of the most iconic encounters—unmissable moments to savor down to the very last word.
12 april 2025
More than from books, Armando Milani has always said that his true education came from the information and emotions passed on to him by the people he respected and believed in.
A hundred of these stories were born almost playfully, initially suggested by Pino Grimaldi, and later turned into a book after a memorable dinner during which we at Lazy Dog were captivated by Armando’s anecdotes and insights.
In this article, we’ve selected five of Armando Milani’s most meaningful and surprising encounters. Alongside each story—just as Armando did in the book—we’ve included a photo or a piece of his work connected to the person featured.
We’ll close this short introduction with a quote from Plato, because it always feels right: «Where there is true friendship, there is true wealth.»
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Albe Steiner
On the advice of Michele Provinciali, I decided to enroll in the Scuola del Libro (School of the book) and attend the courses taught by Albe Steiner. It was the best advice I ever received. Steiner was one of the most influential designers of the 1950s in Italy, and he co-founded the Scuola Umanitaria (Humanitarian School) with Provinciali. His great contribution was transforming a tool of subtle persuasion into a vehicle for culture for all social classes.
He used to say: «Why create things that cannot be shared with others?» With him, I was like a sponge, trying to translate his teachings into my own profession. I understood that one must start with a professional ethic, that creativity must have a cultural foundation, and that it must be appropriate to the message one wants to communicate.
Once, Steiner told me that creating a beautiful page and being yourself are the same thing. I thought, «Yes, but you are Albe Steiner!» Then I realized that one must establish ethical values to believe in and always uphold them in their work.
His manifesto Pace influenced my future works, EcoHumanity. I want to express my gratitude to Albe Steiner for his invaluable teachings.
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Antonio Boggeri
Active in Milan from 1933 to 1980, the Studio Boggeri was one of the most important graphic design studios in Italy. Antonio Boggeri was the first to understand that design should not only inform, but also attract and surprise.
I met Antonio Boggeri in the early 1960s at the graphic design office of Roche Pharmaceuticals. He used to say that design is like playing the violin, while advertising is like playing the trombone. Together with the art director Giambattista Zacco, we would eagerly wait for him to reveal the beauty of the brochures he had orchestrated for vitamin or tranquilizer products. At that time, two Swiss designers of the caliber of Aldo Calabresi and Bruno Monguzzi were working in his studio.
From 1967, I collaborated with Boggeri for a couple of years, and it was a remarkable experience. He knew everything about the history of design, and before starting a project, he would show me related works by other great designers.
He used to say that the problem of communication must be solved within the social and economic context of the moment. I am deeply grateful to Antonio Boggeri for all that he taught me.
Saul Bass
Saul Bass is a legend of American graphic design. Among his most important works are the logos for Bell Corporation and United Airlines. In Los Angeles, he was friends with the film producer and director Otto Preminger; for him, he designed stunning film titles such as Vertigo, Anatomy of a Murder, and The Man with the Golden Arm.
I met Saul at various AGI meetings and design congresses that were held annually in Aspen, Colorado. Saul often entertained us by talking about his work experiences, but also about funny episodes. One day, his Russian grandmother visited him in his studio to understand exactly what he did, and she saw a page that Saul was completing.
«Ah, you designed the letters!»
«No, a certain Bodoni designed them.»
«Ah, you wrote the title!»
«No, the copywriter wrote it.»
«Ah, you took the photo!»
«No, the photographer took it.»
«Devil of a Saul, then why are they paying you so much?»
«Because I had the idea.»
And the gran finally understood.
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Milton Glaser
Milton Glaser was a giant of American graphic design. In his youth, he studied with Giorgio Morandi, from whom he learned the art of drawing. He believed that the computer was to design what the microwave is to the kitchen.
Milton was an illustrator with great humanity and a sense of humor. Among his most famous works are the poster for the Olivetti Valentine typewriter, the poster for Bob Dylan, which is a true masterpiece, and the «I Love New York» symbol, which became widely spread and copied around the world. He used to say that if he had copyrighted it, he would have become a billionaire. One evening, during a solo exhibition, a man approached him and told him that he didn’t like his posters. Milton’s quick reply was, «So what? I hate your tie!»
For the Tolerance Project poster collection, initiated by Mirko Ilić with Milton’s support, and exhibited around the world, I designed the poster shown alongside.
At the time of his death in 2020, Glaser was working on a graphic treatment of the word «Together» to evoke the idea, during the social distancing imposed by the Covid-19 pandemic, that we have something in common. It was simply about connecting people. If you like Mozart and I like Mozart, we already have something in common. We have a bridge.
Ivan Chermayeff
Ivan Chermayeff was a big star in American graphic design. We often met at various exhibitions in New York or at AGI congresses; he had a great sense of humor.
At the presentation of a logo for the fashion designer Liz Claiborne, she arrived with a coffee cup and a drawing of a horse, saying she preferred horses to men. Ivan replied, «We are great designers, but we still don’t know how to neigh.»
During a lecture with other designers at a university in Santo Domingo, I showed the peace dove poster, which received a standing ovation from the five hundred students present. Ivan approached and said it was an idea that belonged to the world and that I should propose it to the United Nations. I followed his advice, and a week later the United Nations contacted me to use the poster for the celebration of their sixtieth anniversary. This poster later became the most widely distributed piece of work I have ever created.
Years later, when I published the book No Words Posters (a collection of international posters), Chermayeff wrote to my publisher that it was the most beautiful poster book he had ever seen in his life. I remember Ivan Chermayeff with affection and gratitude.
Armando Milani is an internationally renowned Italian designer. Here his bio.