ABOUT THE SPEAKER
Michael Bierut - Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management.

Why you should listen

Michael Bierut studied graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning, graduating summa cum laude in 1980. Prior to joining Pentagram in 1990 as a partner in the firm's New York office, he worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

His projects at Pentagram have included work for the New York Times, Saks Fifth Avenue, The Cathedral of St. John the Divine, Harley-Davidson, The Museum of Arts and Design, Mastercard, the New York City Department of Transportation, the Robin Hood Foundation, Mohawk Paper Mills, New World Symphony, the New York Jets, the Brooklyn Academy of Music and MIT Media Lab. As a volunteer to Hillary for America, he created the ubiquitous H logo that was used throughout the 2016 presidential campaign.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York, and the Musée des Arts Décoratifs, Montreal. He served as president of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 1988 to 1990 and is president emeritus of AIGA National. Bierut was elected to the Alliance Graphique Internationale in 1989, to the Art Directors Club Hall of Fame in 2003, and was awarded the profession’s highest honor, the AIGA Medal, in 2006. In 2008, he was named winner in the Design Mind category of the Cooper-Hewitt National Design Awards. In spring 2016, Bierut was appointed the Henry Wolf Graphic Designer in Residence at the American Academy in Rome.

Bierut is a senior critic in graphic design at the Yale School of Art and a lecturer at the Yale School of Management. He writes frequently about design and is the co-editor of the five-volume series Looking Closer: Critical Writings on Graphic Design published by Allworth Press. In 2002, Bierut co-founded Design Observer, a blog of design and cultural criticism which now features podcasts on design, popular culture, and business.

Bierut's book 79 Short Essays on Design was published in 2007 by Princeton Architectural Press. A monograph on his work, How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry and (every once in a while) change the world, was published in 2015 by Thames & Hudson and Harper Collins. This accompanied the first retrospective exhibition of his work, part of the School of Visual Art's Masters Series, which was on view at the SVA Chelsea Gallery in New York City for five weeks in autumn 2015. His next book, Now You See It, is due out from Princeton Architectural Press this fall. 


More profile about the speaker
Michael Bierut | Speaker | TED.com
Small Thing Big Idea

Michael Bierut: The genius of the London Tube Map

Filmed:
1,052,555 views

Design legend Michael Bierut tells the story of the accidental success of one of the most famous maps in the world -- the London Tube Map.
- Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management. Full bio

Double-click the English transcript below to play the video.

00:12
The history of civilization,
in some ways, is a history of maps:
0
444
3817
00:16
How have we come to understand
the world around us?
1
4285
2699
00:19
One of the most famous maps works
because it really isn't a map at all.
2
7008
4256
00:23
[Small thing. Big idea.]
3
11288
2703
00:27
[Michael Bierut on
the London Tube Map]
4
15133
2319
00:29
The London Underground
came together in 1908,
5
17707
2834
00:32
when eight different
independent railways merged
6
20565
2772
00:35
to create a single system.
7
23361
1719
00:37
They needed a map to represent that system
8
25104
2231
00:39
so people would know where to ride.
9
27359
1722
00:41
The map they made is complicated.
10
29105
3057
00:44
You can see rivers,
bodies of water, trees and parks --
11
32186
2952
00:47
the stations were all crammed together
at the center of the map,
12
35162
3059
00:50
and out in the periphery, there were some
that couldn't even fit on the map.
13
38245
3601
00:53
So the map was geographically accurate,
but maybe not so useful.
14
41870
4172
00:58
Enter Harry Beck.
15
46066
1418
00:59
Harry Beck was a 29-year-old
engineering draftsman
16
47892
3468
01:03
who had been working on and off
for the London Underground.
17
51384
2792
01:06
And he had a key insight,
18
54200
1245
01:07
and that was that people
riding underground in trains
19
55469
3628
01:11
don't really care
what's happening aboveground.
20
59121
2666
01:13
They just want to get
from station to station --
21
61811
2485
01:16
"Where do I get on? Where do I get off?"
22
64320
1984
01:18
It's the system that's important,
not the geography.
23
66328
2738
01:21
He's taken this complicated
mess of spaghetti,
24
69090
2888
01:24
and he's simplified it.
25
72002
1483
01:25
The lines only go in three directions:
26
73795
1958
01:27
they're horizontal, they're vertical,
or they're 45 degrees.
27
75777
3320
01:31
Likewise, he spaced the stations equally,
28
79121
2968
01:34
he's made every station color
correspond to the color of the line,
29
82113
3936
01:38
and he's fixed it all
so that it's not really a map anymore.
30
86073
4150
01:42
What it is is a diagram,
31
90247
1897
01:44
just like circuitry,
32
92168
1235
01:45
except the circuitry here
isn't wires conducting electrons,
33
93427
3693
01:49
it's tubes containing trains
conducting people from place to place.
34
97144
4342
01:53
In 1933, the Underground decided, at last,
to give Harry Beck's map a try.
35
101835
5317
01:59
The Underground did a test run
of a thousand of these maps, pocket-size.
36
107176
3436
02:02
They were gone in one hour.
37
110636
1357
02:04
They realized they were onto something,
38
112017
1913
02:05
they printed 750,000 more,
39
113954
2492
02:08
and this is the map that you see today.
40
116470
2439
02:10
Beck's design really became the template
41
118933
2502
02:13
for the way we think of metro maps today.
42
121459
2448
02:15
Tokyo, Paris, Berlin, São Paulo,
Sydney, Washington, D.C. --
43
123931
4834
02:20
all of them convert complex geography
44
128789
2574
02:23
into crisp geometry.
45
131387
1668
02:25
All of them use different colors
to distinguish between lines,
46
133080
3436
02:28
all of them use simple symbols
to distinguish between types of stations.
47
136541
4147
02:32
They all are part
of a universal language, seemingly.
48
140773
2939
02:35
I bet Harry Beck wouldn't have known
what a user interface was,
49
143804
3694
02:39
but that's really what he designed
50
147601
2178
02:41
and he really took that challenge
and broke it down to three principles
51
149803
3339
02:45
that I think can be applied
in nearly any design problem.
52
153167
2671
02:47
First one is focus.
53
155863
1150
02:49
Focus on who you're doing this for.
54
157143
2000
02:51
The second principle is simplicity.
55
159501
2000
02:53
What's the shortest way
to deliver that need?
56
161553
2828
02:56
Finally, the last thing is:
57
164490
1823
02:58
Thinking in a cross-disciplinary way.
58
166338
2203
03:00
Who would've thought
that an electrical engineer
59
168642
2793
03:03
would be the person to hold the key
60
171459
2320
03:05
to unlock what was then one of the most
complicated systems in the world --
61
173870
4003
03:10
all started by one guy
with a pencil and an idea.
62
178028
2762
Translated by Krystian Aparta
Reviewed by Camille Martínez

▲Back to top

ABOUT THE SPEAKER
Michael Bierut - Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management.

Why you should listen

Michael Bierut studied graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning, graduating summa cum laude in 1980. Prior to joining Pentagram in 1990 as a partner in the firm's New York office, he worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

His projects at Pentagram have included work for the New York Times, Saks Fifth Avenue, The Cathedral of St. John the Divine, Harley-Davidson, The Museum of Arts and Design, Mastercard, the New York City Department of Transportation, the Robin Hood Foundation, Mohawk Paper Mills, New World Symphony, the New York Jets, the Brooklyn Academy of Music and MIT Media Lab. As a volunteer to Hillary for America, he created the ubiquitous H logo that was used throughout the 2016 presidential campaign.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York, and the Musée des Arts Décoratifs, Montreal. He served as president of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 1988 to 1990 and is president emeritus of AIGA National. Bierut was elected to the Alliance Graphique Internationale in 1989, to the Art Directors Club Hall of Fame in 2003, and was awarded the profession’s highest honor, the AIGA Medal, in 2006. In 2008, he was named winner in the Design Mind category of the Cooper-Hewitt National Design Awards. In spring 2016, Bierut was appointed the Henry Wolf Graphic Designer in Residence at the American Academy in Rome.

Bierut is a senior critic in graphic design at the Yale School of Art and a lecturer at the Yale School of Management. He writes frequently about design and is the co-editor of the five-volume series Looking Closer: Critical Writings on Graphic Design published by Allworth Press. In 2002, Bierut co-founded Design Observer, a blog of design and cultural criticism which now features podcasts on design, popular culture, and business.

Bierut's book 79 Short Essays on Design was published in 2007 by Princeton Architectural Press. A monograph on his work, How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry and (every once in a while) change the world, was published in 2015 by Thames & Hudson and Harper Collins. This accompanied the first retrospective exhibition of his work, part of the School of Visual Art's Masters Series, which was on view at the SVA Chelsea Gallery in New York City for five weeks in autumn 2015. His next book, Now You See It, is due out from Princeton Architectural Press this fall. 


More profile about the speaker
Michael Bierut | Speaker | TED.com