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

Michael Bierut: Kejeniusan Peta Kereta Bawah Tanah London

Filmed:
1,052,555 views

Desainer sangat terkenal, Michael Bierut, menceritakan tentang kesuksesan tidak sengaja dari salah satu peta paling terkenal di dunia -- Peta Kereta Bawah Tanah London.
- 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 historysejarah of civilizationperadaban,
in some wayscara, is a historysejarah of mapspeta:
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Sejarah peradaban, pada dasarnya,
adalah sejarah perpetaan:
00:16
How have we come to understandmemahami
the worlddunia around us?
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Bagaimana cara kita memahami
dunia di sekitar kita?
00:19
One of the mostpaling famousterkenal mapspeta worksbekerja
because it really isn't a mappeta at all.
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Salah satu peta yang paling terkenal
berfungsi baik justru karena bukan peta.
00:23
[SmallKecil thing. BigBesar ideaide.]
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[Hal kecil. Gagasan besar.]
00:27
[MichaelMichael BierutBierut on
the LondonLondon TubeTabung MapPeta]
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[Michael Bierut -
Peta Kereta Bawah Tanah London]
00:29
The LondonLondon UndergroundKereta bawah tanah
camedatang togetherbersama in 1908,
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London Underground mulai
beroperasi pada 1908,
00:32
when eightdelapan differentberbeda
independentindependen railwayskereta api mergedbergabung
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ketika delapan rel tak terhubung
yang berbeda
00:35
to createmembuat a singletunggal systemsistem.
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bergabung menciptakan
sebuah sistem.
00:37
They neededdibutuhkan a mappeta to representmewakili that systemsistem
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Mereka butuh peta
untuk mewakili sistem itu
jadi orang akan tahu
di mana harus naik
00:39
so people would know where to ridemengendarai.
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00:41
The mappeta they madeterbuat is complicatedrumit.
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Peta yang dibuat cukup rumit.
00:44
You can see riverssungai,
bodiestubuh of waterair, treespohon and parkstaman --
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Anda bisa lihat sungai, air,
pohon dan taman --
00:47
the stationsstasiun were all crammedpenuh sesak togetherbersama
at the centerpusat of the mappeta,
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dan stasiun yang semuanya berhimpitan
di tengah peta,
00:50
and out in the peripherypinggiran, there were some
that couldn'ttidak bisa even fitcocok on the mappeta.
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dan di daerah pinggiran, ada beberapa
yang bahkan tidak muat di peta.
Jadi, secara geografis peta itu akurat,
tapi mungkin tidak begitu berguna.
00:53
So the mappeta was geographicallygeografis accuratetepat,
but maybe not so usefulberguna.
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00:58
EnterMasukkan HarryHarry BeckBeck.
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Datang Harry Beck.
00:59
HarryHarry BeckBeck was a 29-year-old-tahun
engineeringteknik draftsmanperencana
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Harry Beck, seorang penggambar teknik
berusia 29 tahun
01:03
who had been workingkerja on and off
for the LondonLondon UndergroundKereta bawah tanah.
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yang berulang kali bekerja
untuk London Underground.
01:06
And he had a keykunci insightwawasan,
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Dan dia punya ide utama,
01:07
and that was that people
ridingberkuda undergroundbawah tanah in trainskereta api
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bahwa orang yang naik
kereta bawah tanah
01:11
don't really carepeduli
what's happeningkejadian abovegroundTanah.
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tidak terlalu peduli dengan apa
yang terjadi di atasnya.
01:13
They just want to get
from stationstasiun to stationstasiun --
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Mereka hanya ingin pergi dari
stasiun ke stasiun lain
01:16
"Where do I get on? Where do I get off?"
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"Di mana saya naik? Di mana saya turun?"
01:18
It's the systemsistem that's importantpenting,
not the geographygeografi.
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Sistemlah yang penting, bukan geografi.
01:21
He's takendiambil this complicatedrumit
messkekacauan of spaghettispageti,
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Dia mengubah spageti rumit ini,
01:24
and he's simplifieddisederhanakan it.
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dan menyederhanakannya.
01:25
The linesgaris only go in threetiga directionsarah:
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Garis itu hanya bergerak
pada tiga arah:
01:27
they're horizontalhorisontal, they're verticalvertikal,
or they're 45 degreesderajat.
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horizontal, vertikal, atau melintang.
01:31
LikewiseDemikian juga, he spacedspasi the stationsstasiun equallysama,
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Dia juga menempatkan
stasiun pada jarak yang sama,
01:34
he's madeterbuat everysetiap stationstasiun colorwarna
correspondsesuai to the colorwarna of the linegaris,
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dia membuat setiap warna stasiun
sesuai dengan warna garis,
01:38
and he's fixedtetap it all
so that it's not really a mappeta anymorelagi.
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dan dia memperbaiki semua
sehingga bukan lagi berupa peta.
01:42
What it is is a diagramdiagram,
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Lebih seperti diagram,
01:44
just like circuitrysirkuit,
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seperti sirkuit,
01:45
exceptkecuali the circuitrysirkuit here
isn't wireskabel conductingmelakukan electronselektron,
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sirkuit di sini bukan kabel
yang mengalirkan elektron,
01:49
it's tubestabung containingyang mengandung trainskereta api
conductingmelakukan people from placetempat to placetempat.
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tapi jalur kereta yang membawa
orang dari satu tempat ke tempat lain.
01:53
In 1933, the UndergroundKereta bawah tanah decidedmemutuskan, at last,
to give HarryHarry Beck'sBeck's mappeta a try.
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Pada 1933, Underground memutuskan,
untuk mencoba peta Harry Beck.
01:59
The UndergroundKereta bawah tanah did a testuji runmenjalankan
of a thousandribu of these mapspeta, pocket-sizeukuran saku.
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Underground melakukan uji coba
dengan seribu peta, sebesar saku.
Dan itu habis dalam satu jam.
02:02
They were gonepergi in one hourjam.
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02:04
They realizedmenyadari they were ontoke something,
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Mereka sadar ini mungkin berhasil,
02:05
they printeddicetak 750,000 more,
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mereka mencetak 750.000 lagi,
02:08
and this is the mappeta that you see todayhari ini.
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dan inilah peta yang Anda lihat sekarang.
02:10
Beck'sBeck's designDesain really becamemenjadi the templatetemplate
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Desain Beck akhirnya menjadi template
02:13
for the way we think of metroMetro mapspeta todayhari ini.
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dari peta kereta kota yang ada sekarang.
02:15
TokyoTokyo, ParisParis, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tokyo, Paris, Berlin, São Paulo,
Sydney, Washington, D.C. --
02:20
all of them convertmengubah complexkompleks geographygeografi
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semuanya mengubah
peta geografi rumit
02:23
into crispgaring geometrygeometri.
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menjadi geometri tajam.
02:25
All of them use differentberbeda colorswarna
to distinguishmembedakan betweenantara linesgaris,
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Mereka semua menggunakan warna
berbeda untuk membedakan jalur,
02:28
all of them use simplesederhana symbolssimbol
to distinguishmembedakan betweenantara typesjenis of stationsstasiun.
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menggunakan simbol sederhana
untuk membedakan jenis stasiun.
02:32
They all are partbagian
of a universaluniversal languagebahasa, seeminglytampaknya.
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Mereka tampak seperti menjadi bagian dari
bahasa universal.
02:35
I betbertaruh HarryHarry BeckBeck wouldn'ttidak akan have knowndikenal
what a userpengguna interfaceantarmuka was,
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Saya jamin Harry Beck tidak tahu
apa itu antarmuka,
02:39
but that's really what he designeddirancang
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tapi itulah yang dia rancang
02:41
and he really tookmengambil that challengetantangan
and brokebangkrut it down to threetiga principlesprinsip
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dan menerima tantangan itu
dan memecahnya ke tiga prinsip
02:45
that I think can be appliedterapan
in nearlyhampir any designDesain problemmasalah.
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yang saya rasa bisa digunakan
pada masalah desain apapun.
02:47
First one is focusfokus.
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Pertama adalah fokus.
02:49
FocusFokus on who you're doing this for.
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Fokus pada untuk siapa Anda
melakukan itu.
02:51
The secondkedua principleprinsip is simplicitykesederhanaan.
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Prinsip kedua adalah kesederahanaan.
02:53
What's the shortestterpendek way
to deliverKirim that need?
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Apa jalan tersingkat untuk
memenuhi kebutuhan itu?
02:56
FinallyAkhirnya, the last thing is:
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Terakhir adalah:
02:58
ThinkingBerpikir in a cross-disciplinarylintas-disiplin way.
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Berpikir dengan cara lintas disiplin.
03:00
Who would'vepasti sudah thought
that an electricallistrik engineerinsinyur
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Siapa sangka bahwa
seorang insinyur elektro
03:03
would be the personorang to holdmemegang the keykunci
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dapat menjadi orang yang
memegang kunci
03:05
to unlockmembuka what was then one of the mostpaling
complicatedrumit systemssistem in the worlddunia --
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untuk membuka salah satu sistem paling
rumit di dunia pada masa itu --
03:10
all starteddimulai by one guy
with a pencilpensil and an ideaide.
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semua berawal dari satu orang
dengan pensil dan gagasan.
Translated by Ayudia Triwardhani
Reviewed by Sarmoko Sarmoko

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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