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: Genialumas Londono metro žemėlapyje

Filmed:
1,052,555 views

Dizaino legenda Michael Bierut pasakoja apie vieno garsiausių žemėlapių pasaulyje – Londono metro žemėlapio – netikėtą sėkmę.
- 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 historyistorija of civilizationcivilizacija,
in some waysbūdai, is a historyistorija of mapsžemėlapiai:
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Kai kuriais aspektais civilizacijų
istorija yra žemėlapių istorija:
00:16
How have we come to understandsuprasti
the worldpasaulis around us?
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kaip mes ėmėme suprasti
mus supantį pasaulį?
00:19
One of the mostlabiausiai famousgarsus mapsžemėlapiai worksdarbai
because it really isn't a mapžemėlapis at all.
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Vienas garsiausių žemėlapių toks geras,
nes iš tikrųjų nėra žemėlapis.
00:23
[SmallMažas thing. BigDidelis ideaidėja.]
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[Mažas daiktas. Didelė idėja.]
00:27
[MichaelMichael BierutBIERUT on
the LondonLondonas TubeVaizdeliai MapŽemėlapyje]
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[Michael Bierut
apie Londono metro žemėlapį]
00:29
The LondonLondonas UndergroundUnderground
cameatėjo togetherkartu in 1908,
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Londono metro sukurtas 1908,
00:32
when eightaštuoni differentskiriasi
independentnepriklausomas railwaysGeležinkelių mergedsujungta
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kada 8 skirtingos ir nepriklausomos
traukinių linijos susijungė
00:35
to createsukurti a singlevienišas systemsistema.
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į bendrą sistemą.
00:37
They neededreikia a mapžemėlapis to representatstovauti that systemsistema
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Jiems reikėjo žemėlapio,
kuris atvaizduotų tą sistemą,
00:39
so people would know where to ridevažiuoti.
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kad žmonės žinotų, kur važiuoti.
00:41
The mapžemėlapis they madepagamintas is complicatedsudėtingas.
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Žemėlapis, kurį jie padarė – sudėtingas.
00:44
You can see riversupės,
bodieskūnai of watervanduo, treesmedžiai and parksparkai --
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Matote upes, vandens telkinius, medžius
ir parkus –
00:47
the stationsstotyse were all crammedįstrigo togetherkartu
at the centercentras of the mapžemėlapis,
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stotys sugrūstos žemėlapio centre,
00:50
and out in the peripheryperiferijoje, there were some
that couldn'tnegalėjo even fittinka on the mapžemėlapis.
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o toli periferijoje buvo keletas,
kurios net netilpo į žemėlapį.
00:53
So the mapžemėlapis was geographicallygeografiškai accuratetiksliai,
but maybe not so usefulnaudinga.
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Šis žemėlapis geografiškai tikslus,
bet ne itin naudingas.
00:58
EnterĮveskite HarryHaris BeckBeck.
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Įžengia Harry Beck.
00:59
HarryHaris BeckBeck was a 29-year-old-Metų senumo
engineeringinžinerija draftsmannuomonės referentas
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Harry Beck buvo 29-erių metų
inžinerijos planų braižytojas,
01:03
who had been workingdirba on and off
for the LondonLondonas UndergroundUnderground.
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kuris vis padirbdavo su Londono metro.
01:06
And he had a keyraktas insightįžvalga,
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Ir jam šovė mintis,
01:07
and that was that people
ridingJodinėjimas undergroundpo žeme in trainstraukiniai
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kad žmonėms, kurie važiuoja
metro traukiniais,
01:11
don't really carepriežiūra
what's happeningvyksta abovegroundantžeminėse.
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išvis nerūpi, kas vyksta ant žemės.
01:13
They just want to get
from stationstotis to stationstotis --
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Jie tiesiog nori iš vienos stoties patekti
į kitą –
01:16
"Where do I get on? Where do I get off?"
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„Kur man įlipti? Kur išlipti?“
01:18
It's the systemsistema that's importantsvarbu,
not the geographyGeografija.
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Svarbi sistema, o ne geografija.
01:21
He's takenimtasi this complicatedsudėtingas
messnetvarka of spaghettispagečiai,
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Jis paėmė tą susidėtingą spagečių krūvą
01:24
and he's simplifiedsupaprastinta it.
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ir supaprastino.
01:25
The lineslinijos only go in threetrys directionskryptys:
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Linijos gali eiti tik trimis kryptimis:
01:27
they're horizontalhorizontalus, they're verticalvertikalus,
or they're 45 degreeslaipsniai.
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jos horizontalios, jos vertikalios,
arba 45 laipsnių.
01:31
LikewiseTaip pat, he spacedišdėstyti the stationsstotyse equallylygiai taip pat,
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Panašiu principu, stotis išdėliojo
vienodais atstumais,
01:34
he's madepagamintas everykiekvienas stationstotis colorspalva
correspondatitinka to the colorspalva of the linelinija,
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jis kiekvieną stotį nuspalvino
pagal traukinio liniją,
01:38
and he's fixedfiksuotas it all
so that it's not really a mapžemėlapis anymoredaugiau.
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ir visa tai išrikiavo,
kad tai jau nebe žemėlapis.
01:42
What it is is a diagramdiagrama,
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Tai yra diagrama,
01:44
just like circuitryschema,
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visai kaip elektroninė schema,
01:45
exceptišskyrus the circuitryschema here
isn't wireslaidai conductingAtliekant electronselektronai,
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tik kad vietoje laidų,
nešančių elektronus,
01:49
it's tubesvamzdeliai containingkurių sudėtyje yra trainstraukiniai
conductingAtliekant people from placevieta to placevieta.
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tai tuneliai, kuriuose taukiniai
vežioja žmones iš vienos vietos į kitą.
01:53
In 1933, the UndergroundUnderground decidednusprendė, at last,
to give HarryHaris Beck'sBeck mapžemėlapis a try.
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1933-aisiais metro pagaliau nusprendė
pagaliau išbandyti Harry Beck'o žemėlapį.
01:59
The UndergroundUnderground did a testbandymas runpaleisti
of a thousandtūkstantis of these mapsžemėlapiai, pocket-sizeKišeninis dydis.
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Metro pirma pabandė su 1000 kišeninių
žemėlapiukų.
02:02
They were gonedingo in one hourvalandą.
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Jie dingo per valandą.
02:04
They realizedsupratau they were ontoį something,
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Jie suprato, kad tai veikia,
02:05
they printedatspausdintas 750,000 more,
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atspausdino dar 750 000,
02:08
and this is the mapžemėlapis that you see todayšiandien.
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ir tai yra žemėlapis,
kurį matote šiandien.
02:10
Beck'sBeck designdizainas really becametapo the templatešablonas
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Beck'o dizainas tapo etalonu
02:13
for the way we think of metrometro mapsžemėlapiai todayšiandien.
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visiems dabartiniams metro
žemėlapiams.
02:15
TokyoTokijas, ParisParyžius, BerlinBerlynas, São PauloPaulas,
SydneySidnėjus, WashingtonVašingtonas, D.C. --
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Tokijus, Paryžius, Berlynas, San Paulas,
Sidnėjus, Vašingtonas,
02:20
all of them convertkonvertuoti complexkompleksas geographyGeografija
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visi jie sudėtingą geografinę informaciją
02:23
into crisptrapumą geometrygeometrija.
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pavertė į aišką geometriją.
02:25
All of them use differentskiriasi colorsspalvos
to distinguishišskirti betweentarp lineslinijos,
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Visi jie spalvomis atskiria linijas,
02:28
all of them use simplepaprasta symbolssimboliai
to distinguishišskirti betweentarp typestipai of stationsstotyse.
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Visi jie paprastais simboliais
atskiria stočių rūšis.
02:32
They all are partdalis
of a universalUniversalus languagekalba, seeminglyatrodo.
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Jie visi tarsi dalis universalios kalbos.
02:35
I betbet HarryHaris BeckBeck wouldn'tnebūtų have knownžinomas
what a userVartotojas interfacesąsaja was,
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Kertu, kad Harry Beck nežinojo,
kas yra vartotojo sąsaja,
02:39
but that's really what he designedsuprojektuotas
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bet būtent tai jis ir sukūrė,
02:41
and he really tookpaėmė that challengeiššūkis
and brokesumušė it down to threetrys principlesprincipai
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ir jis sunkią problemą
išdalino į tris principus,
02:45
that I think can be appliedtaikoma
in nearlybeveik any designdizainas problemproblema.
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kurie gali būti pritaikyti
beveik kiekvienai dizaino problemai.
02:47
First one is focussutelkti dėmesį.
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Pirma yra dėmesys.
02:49
FocusDėmesio on who you're doing this for.
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Atkreipk dėmesį, kam sprendi problemą.
02:51
The secondantra principleprincipas is simplicitypaprastumas.
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Antras principas paprastumas.
02:53
What's the shortestTrumpiausią way
to deliverpristatyti that need?
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Koks paprasčiausias būdas
patenkinti reikmę?
02:56
FinallyGaliausiai, the last thing is:
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Ir paskutinis:
02:58
ThinkingMąstymas in a cross-disciplinarykryžminių disciplinų way.
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mąstyti tarpdiscipliniškai.
03:00
Who would'vetai jau thought
that an electricalelektrinis engineerinžinierius
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Ar būtume pagalvoję, kad
eletros inžinierius
03:03
would be the personasmuo to holdlaikykite the keyraktas
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bus tas, kuris išnarplios
03:05
to unlockatrakinti what was then one of the mostlabiausiai
complicatedsudėtingas systemssistemos in the worldpasaulis --
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vieną sudėtingiausių sistemų pasaulyje –
03:10
all startedprasidėjo by one guy
with a pencilpieštukas and an ideaidėja.
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ir viskas prasidėjo nuo
vieno žmogaus su pieštuku.

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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