In 1965, modernist graphic designer Massimo Vignelli and his business partner Bob Noorda landed stateside, and established Unimark International, a new design consultancy, in New York. They had built a substantial body of design work across Europe, and now aimed to bring their modernist design values to meet the growing design needs of American corporate clients.
Around this time, the two were introduced to Mildred Constantine, an influential design curator at the Museum of Modern Art, and well connected in the city’s social scene. She was familiar with their earlier design work, and recommended them to her contacts at the New York City Transit Authority—the operators of the city’s subway system.