Most Advanced Yet Acceptable (MAYA)

French-born American industrial designer Raymond Loewy (1893–1986) coined the acronym — "Most Advanced Yet Acceptable" — in his 1951 autobiography Never Leave Well Enough Alone. Loewy, who had emigrated from Paris in 1919 and went on to design the Greyhound bus, the Shell logo, and the Coca-Cola bottle shape, believed the public craved novelty but would reject designs that departed too far from established norms.