My paper consists of a long essay revolving around two case studies that are intertwined: "MM. Subway Design and Milanese Modernism" and "An Imperceptible Accent. Graphics as cultural style." Theoretical and interpretative issues will be addressed as part of a larger analysis of historical examples, following a progression from the concrete to the abstract. The question of the aesthetic dimension of social forms emerges as the red thread that connects the various steps of the investigation and is addressed specifically in the essay's third and final part. In my oral presentation, I will illustrate this point by the specific example of the MM subway design.