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

마이클 비에루트 (Michael Bierut): 런던 지하철 노선도를 만든 천재

Filmed:
1,052,555 views

디자인의 전설, 마이클 비에루트(Michael Bierut)가 세계에서 가장 유명한 지도 중 하나인 런던 지하철 노선도의 우연한 성공 스토리를 들려줍니다.
- 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 history역사 of civilization문명,
in some ways, is a history역사 of maps지도들:
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문명의 역사는, 어떤 측면에서는
지도의 역사라고 할 수 있습니다.
우리가 주변 세계를 어떻게
이해해 왔는지에 대한 것이죠.
00:16
How have we come to understand알다
the world세계 around us?
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유명한 이 지도의 성공 비결은
사실상 '지도'가 아니었다는 데 있어요.
00:19
One of the most가장 famous유명한 maps지도들 works공장
because it really isn't a map지도 at all.
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00:23
[Small작은 thing. Big idea생각.]
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[작은 것에 담긴 위대한 생각]
[마이클 비에루트가 들려주는
런던 지하철 노선도]
00:27
[Michael남자 이름 BierutBierut on
the London런던 Tube튜브 Map지도]
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00:29
The London런던 Underground지하철
came왔다 together함께 in 1908,
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1908년 런던 지하철이
통합되었습니다.
00:32
when eight여덟 different다른
independent독립적 인 railways철도 merged합병 된
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8개의 독립적인 철도 회사들이 합동하여
00:35
to create몹시 떠들어 대다 a single단일 system체계.
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단일 시스템을 만들었습니다.
00:37
They needed필요한 a map지도 to represent말하다 that system체계
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시스템을 반영한
새로운 노선도가 필요했죠.
어디서 타야 할지 알 수 있게요.
00:39
so people would know where to ride타기.
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00:41
The map지도 they made만든 is complicated복잡한.
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초기 노선도는 아주 복잡했습니다.
00:44
You can see rivers강하,
bodies시체 of water, trees나무 and parks공원 --
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강과 물줄기, 숲과 공원도 표시했죠.
00:47
the stations were all crammed벼락치기의 together함께
at the center센터 of the map지도,
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지도 한 가운데 여러 역을
억지로 밀어 넣었고
00:50
and out in the periphery주위, there were some
that couldn't할 수 없었다 even fit적당한 on the map지도.
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교외에 있는 역은
공간상 담지 못하기도 했어요.
지리적으로는 정확한 지도였지만,
딱히 유용하지는 않았습니다.
00:53
So the map지도 was geographically지리적으로 accurate정확한,
but maybe not so useful유능한.
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00:58
Enter들어가다 Harry괴롭히다 Beck끄덕임.
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그때 해리 벡이 등장합니다.
00:59
Harry괴롭히다 Beck끄덕임 was a 29-year-old예전의
engineering공학 draftsman기안자
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해리 벡은 29세의
기술 제도공이었습니다.
01:03
who had been working on and off
for the London런던 Underground지하철.
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런던 지하철에서 이따금 일하곤 했는데
핵심을 파악하는 통찰력이 있었어요.
01:06
And he had a key insight통찰력,
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01:07
and that was that people
riding승마 underground지하철 in trains기차
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지하철을 이용하는 승객들에게
01:11
don't really care케어
what's happening사고 aboveground지상.
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지상의 사정은 중요하지 않았습니다.
01:13
They just want to get
from station to station --
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그들은 역과 역 사이를
이동하고 싶을 뿐이었죠.
01:16
"Where do I get on? Where do I get off?"
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"어디서 타지? 어디서 내리지?"
01:18
It's the system체계 that's important중대한,
not the geography지리학.
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중요한 건 지형이 아니라,
시스템이었습니다.
01:21
He's taken취한 this complicated복잡한
mess음식물 of spaghetti스파게티,
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헨리 벡은 얽히고설킨 스파게티 같은
노선도를 연구하여
01:24
and he's simplified쉽게 한 it.
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이를 간소화합니다.
01:25
The lines윤곽 only go in three directions지도:
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노선은 세 방향으로 나뉩니다.
01:27
they're horizontal수평의, they're vertical수직선,
or they're 45 degrees.
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수평, 수직 또는 45도
사선으로 표시합니다.
01:31
Likewise마찬가지로, he spaced이격 된 the stations equally같이,
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역 간격 또한 동일하게 배치하고
01:34
he's made만든 every...마다 station color색깔
correspond배달 용품 용품 to the color색깔 of the line,
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노선별로 지하철 역의
색상을 통일합니다.
전부 고쳐버린 바람에
더이상 지도라고 보기 어려웠죠.
01:38
and he's fixed결정된 it all
so that it's not really a map지도 anymore더 이상.
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01:42
What it is is a diagram도표,
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오히려 다이어그램이었고
전기 회로도와 흡사했습니다.
01:44
just like circuitry회로,
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01:45
except the circuitry회로 here
isn't wires전선 conducting전도 electrons전자들,
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다만 전류가 흐르는 도선이 아니라
사람들을 싣고 달리는 열차를
이곳에서 저곳으로 옮기는 튜브였습니다.
01:49
it's tubes containing함유 trains기차
conducting전도 people from place장소 to place장소.
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01:53
In 1933, the Underground지하철 decided결정적인, at last,
to give Harry괴롭히다 Beck's벡의 map지도 a try.
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1933년, 마침내 런던 지하철은
해리 벡 노선도를 시도해보기로 하죠.
01:59
The Underground지하철 did a test테스트 run운영
of a thousand of these maps지도들, pocket-size소형.
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포켓 크기의 노선도를
천여 장 시험 출판하는데
한 시간 만에 동이 나 버립니다.
02:02
They were gone지나간 in one hour시간.
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02:04
They realized깨달은 they were onto~에 something,
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그들은 성공을 예감하고
75만 장을 더 인쇄합니다.
02:05
they printed인쇄 된 750,000 more,
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02:08
and this is the map지도 that you see today오늘.
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오늘날 우리가 보는 그 지도입니다.
02:10
Beck's벡의 design디자인 really became되었다 the template주형
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오늘날, 해리 벡 디자인은
세계 지하철 노선도의
표준이 되었습니다.
02:13
for the way we think of metro지하철 maps지도들 today오늘.
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02:15
Tokyo도쿄, Paris파리, Berlin베를린, São Paulo파울로,
Sydney시드니, Washington워싱턴, D.C. --
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도쿄, 파리, 베를린,
상파울루, 시드니, 워싱턴DC.
02:20
all of them convert변하게 하다 complex복잡한 geography지리학
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모든 노선도가 복잡한 지형을
선명한 기하학적 구조로 바꿔놓았죠.
02:23
into crisp상쾌한 geometry기하학.
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02:25
All of them use different다른 colors그림 물감
to distinguish드러내다 between중에서 lines윤곽,
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각각 다른 색상으로 노선을 구분하고
02:28
all of them use simple단순한 symbols기호들
to distinguish드러내다 between중에서 types유형 of stations.
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간단한 기호로 지하철역을 분류합니다.
02:32
They all are part부품
of a universal만능인 language언어, seemingly겉으로는.
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마치 만국 공용어의 일부처럼 보입니다.
02:35
I bet내기 Harry괴롭히다 Beck끄덕임 wouldn't~ 않을거야. have known알려진
what a user사용자 interface인터페이스 was,
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해리 벡이 사용자 인터페이스(UI)를
알았을 리 없지만
그는 UI 디자인을 만들어냈습니다.
02:39
but that's really what he designed디자인 된
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02:41
and he really took~했다 that challenge도전
and broke파산하다 it down to three principles원칙들
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과감하게 도전했고,
세 가지 원칙을 도입했습니다.
거의 모든 디자인 문제에
적용할 수 있다고 생각해요.
02:45
that I think can be applied적용된
in nearly거의 any design디자인 problem문제.
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첫째, 초점입니다.
02:47
First one is focus초점.
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02:49
Focus초점 on who you're doing this for.
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누구를 위한 디자인인가?
02:51
The second둘째 principle원리 is simplicity간단.
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둘째, 단순해야 합니다.
02:53
What's the shortest가장 짧은 way
to deliver배달 that need?
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요구를 충족하기 위한
지름길은 무엇인가?
02:56
Finally마침내, the last thing is:
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마지막으로, 세 번째는
02:58
Thinking생각 in a cross-disciplinary교차 징계 way.
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교차 학제 접근법입니다.
03:00
Who would've~했을거야. thought
that an electrical전기 같은 engineer기사
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과연 누가 어떤 전기 기술자 한 명이
03:03
would be the person사람 to hold보류 the key
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세계에서 가장 복잡한
시스템의 문제를 해결할
03:05
to unlock터놓다 what was then one of the most가장
complicated복잡한 systems시스템 in the world세계 --
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열쇠를 갖고 있다고 상상했을까요?
03:10
all started시작한 by one guy
with a pencil연필 and an idea생각.
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한 사람의 아이디어와 연필에서
모는 것이 시작되었습니다.
Translated by Kim Sojeong Sue
Reviewed by Boram Cho

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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