A fascinating obituary in the New York Times on Sunday about  Noorda  here. His Pirelli tire ads were genius too.

“Don’t bore the public with mysterious designs,” Mr. Noorda once said, and he put that dictum into practice. He was a master of spare, elegant and logical designs that caught the eye, from minimalist corporate logos for the Italian publishing house Feltrinelli and the ENI Group of Milan to impressionistic posters for Pirelli, the Italian tire maker.

This has strong ties, of course, to Helvetica; which if you haven’t seen as a documentary is a must rent. A MUST.

(image: Noorda Design Studio)