Within just eight days, the world lost two remarkable Minneapolis design pioneers: Miranda Moss and Peter Seitz.

For those who have a deep love and appreciation for the world of design, these two names are etched in our memories. To those less familiar, allow me to introduce you to their profound influence.

Miranda Moss, originally from Washington, D.C., co-founded the renowned Minneapolis-based brand design firm Yamamoto Moss (now known at Yamamoto). She was a gentle thought leader in her field, deeply passionate about the arts, design, and exceptional brands. Her leadership style was characterized by grace; she never raised her voice, but her disappointment was palpable. She perfected what some might call “the nudge” leadership style.

When Miranda began her influential journey, design was still in its infancy. She foresaw the impact of computers and the early days of the internet on design but remained committed to her timeless approach—centered on beauty and relationships.

Miranda valued beauty and relationships over imposing her will. She knew the power of a simple touch to steer an angered CEO toward better design decisions. While she could command attention, she also let her leadership team shine when it was their moment.

Miranda received well-deserved recognition, including an honor from the National Association of Women Business Owners and participation in a breast cancer awareness campaign alongside Elizabeth Hurley. She fostered international partnerships, expanding Yamamoto Moss’s reputation globally. Her work with numerous clients is too extensive to list, but the enduring identity she crafted for the Southdale Pet Hospital, still in use over 40 years later, remains a favorite.

Miranda’s full and vibrant life left a lasting impact on those fortunate enough to share her universe, with memories of her sage advice, infectious laughter, and boundless passion. After selling her agency to MDC Partners, Miranda and Hideki Yamamoto settled in the Hawaiian islands, nearly equidistant from Japan and the U.S., leaving a lasting entrepreneurial legacy.

Miranda is survived by her husband Hideki Yamamoto, her children, Chris Jon Seitz, and Mandy Seitz Johnson, along with her grandchildren: Fletcher Seitz, Riley Seitz, Haley Johnson Griffin, Ian Johnson, Elisa Johnson. She is preceded in death by her son Bryan Seitz (who sadly passed away in 2019). Her first husband, Peter Seitz, died eight days after she did.

Peter Seitz, originally from Germany, arrived in the United States after World War II to pursue graphic design studies at Yale, under the mentorship of Paul Rand. He later worked with I.M. Pei before finding his home in Minneapolis where he served as the first design director at the Walker Art Center. For the majority of his career, Peter dedicated himself to teaching at the Minneapolis College of Art and Design (MCAD). He chronicled his design career in a 2007 book, Peter Seitz: Designing a Life.

Peter was known for his intensity and unwavering commitment to the seriousness of design. At MCAD, he was the professor you couldn’t evade, the one who challenged your notions of design’s purpose. He may have provoked more tears than smiles, but his students emerged as better humans and designers because of it.

Though I had the privilege of only a brief encounter with Peter, my design partner, Brian Adducci, was mentored by him. Brian admired Peter’s unyielding pursuit of excellence in design. He willingly faced Peter’s critiques and emerged as a better person, entrepreneur, and designer. Peter’s legacy extends to shaping both great designs and designers.

Peter was a co-founder of Seitz Yamamoto Moss, an endeavor that becomes pivotal in the story of American design’s origins.

In the fabric of design’s history in the midwest, the lives of Miranda Moss, Peter Seitz, and Hideki Yamamoto are intricately woven, creating a tapestry as beautiful as any masterpiece displayed in the Minneapolis Institute of Art.

The list of first-generation graphic design influencers is short—perhaps only 25 names long, including luminaries such as Paul Rand, Saul Bass, Paula Scher, Milton Glaser, Massimo Vignelli, Susan Kare, and Ivan Chermayeff. Remarkably, three of these visionaries nurtured a deep affection for design within our community. Miranda’s gift for building relationships nurtured this affection, while Peter instilled the discipline.

Our corporate, non-profit, and educational communities owe a profound debt to Miranda Moss and Peter Seitz for making design an integral part of the broader creative landscape.

We all hope to make you proud as we carry forward with your words of wisdom.