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: Waarom de kaart van de metro in Londen geniaal is

Filmed:
1,052,555 views

Legendarische ontwerper Michael Bierut vertelt het verhaal van het onverwachte succes van één van de beroemdste kaarten ter wereld -- de kaart van de metro in Londen.
- 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.

De geschiedenis van mensheid is ook
een geschiedenis van kaarten.
00:12
The historygeschiedenis of civilizationbeschaving,
in some waysmanieren, is a historygeschiedenis of mapskaarten:
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00:16
How have we come to understandbegrijpen
the worldwereld- around us?
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Hoe hebben we de wereld
om ons heen leren kennen?
00:19
One of the mostmeest famousberoemd mapskaarten workswerken
because it really isn't a mapkaart at all.
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Een van de beroemdste kaarten werkt alleen
omdat ze niet echt een kaart is.
00:23
[SmallKleine thing. BigGrote ideaidee.]
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(Klein ding. Groot idee.)
00:27
[MichaelMichael BierutBierut on
the LondonLonden TubeBuis MapKaart]
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[Michael Bierut over de London Tube Map]
00:29
The LondonLonden UndergroundUnderground
camekwam togethersamen in 1908,
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De Underground in Londen
kwam in 1908 tot leven
toen acht verschillende onafhankelijke
spoorwegen gingen samenwerken
00:32
when eightacht differentverschillend
independentonafhankelijk railwaysspoorwegen mergedsamengevoegd
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00:35
to createcreëren a singlesingle systemsysteem.
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om een enkel systeem te creëren.
00:37
They needednodig a mapkaart to representvertegenwoordigen that systemsysteem
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Ze hadden een kaart van dat systeem nodig
zodat mensen wisten hoe te rijden.
00:39
so people would know where to riderijden.
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00:41
The mapkaart they madegemaakt is complicatedingewikkeld.
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Die kaart is erg lastig.
Er staan rivieren, vijvers,
bomen en parken op --
00:44
You can see riversrivieren,
bodieslichamen of waterwater, treesbomen and parksparken --
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de stations stonden samengepropt
in het midden van de kaart,
00:47
the stationsstations were all crammedopgepropt togethersamen
at the centercentrum of the mapkaart,
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00:50
and out in the peripheryperiferie, there were some
that couldn'tkon het niet even fitpassen on the mapkaart.
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en buiten de omtrek waren er zelfs
die niet op de kaart pasten.
De map was geografisch wel correct,
maar niet echt bruikbaar.
00:53
So the mapkaart was geographicallygeografisch accurateaccuraat,
but maybe not so usefulnuttig.
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00:58
EnterVoer HarryHarry BeckBeck.
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Toen kwam Harry Beck op de proppen.
00:59
HarryHarry BeckBeck was a 29-year-old-jaar oud
engineeringbouwkunde draftsmanrapporteur voor advies
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Harry Beck was een 29-jarige
technische tekenaar
01:03
who had been workingwerkend on and off
for the LondonLonden UndergroundUnderground.
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die al wat werk voor de Underground
van Londen had gedaan.
01:06
And he had a keysleutel insightin zicht,
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Hij begreep een ding goed:
01:07
and that was that people
ridingpaardrijden undergroundondergronds in trainstreinen
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het maakt mensen
die ondergronds in een trein rijden
niet uit wat er boven de grond te zien is.
01:11
don't really carezorg
what's happeninggebeurtenis abovegroundbovengrondse.
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Ze willen van het ene station
naar het andere station komen --
01:13
They just want to get
from stationstation to stationstation --
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01:16
"Where do I get on? Where do I get off?"
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"Waar stap ik in? Waar stap ik uit?"
01:18
It's the systemsysteem that's importantbelangrijk,
not the geographyGeografie.
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Het systeem is belangrijk,
niet de geografie.
01:21
He's takeningenomen this complicatedingewikkeld
messknoeien of spaghettispaghetti,
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Hij nam die gecompliceerde
knoeiboel van spaghetti
01:24
and he's simplifiedvereenvoudigd it.
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en vereenvoudigde het.
01:25
The lineslijnen only go in threedrie directionsroutebeschrijving:
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De lijnen gaan in slechts drie richtingen:
01:27
they're horizontalhorizontaal, they're verticalverticaal,
or they're 45 degreesgraden.
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Ze zijn horizontaal, verticaal,
of 45 graden.
01:31
LikewiseOok, he spacedSpaced the stationsstations equallyeven,
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Daarnaast spreidde hij
de stations gelijkmatig
01:34
he's madegemaakt everyelk stationstation colorkleur
correspondovereenkomen met to the colorkleur of the linelijn,
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en gaf elk station een kleur
die overeenkwam met de kleur van de lijn
01:38
and he's fixedvast it all
so that it's not really a mapkaart anymoremeer.
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zodat het niet meer echt een kaart is.
01:42
What it is is a diagramdiagram,
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Het is nu een diagram,
01:44
just like circuitrycircuits,
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net als een circuit,
01:45
exceptbehalve the circuitrycircuits here
isn't wiresdraden conductinguitvoeren electronselektronen,
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alleen zijn het in dit circuit geen draden
die elektronen geleiden,
01:49
it's tubestubes containingbevattende trainstreinen
conductinguitvoeren people from placeplaats to placeplaats.
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maar treinen die mensen van de ene
naar een andere plek brengen.
01:53
In 1933, the UndergroundUnderground decidedbeslist, at last,
to give HarryHarry Beck'sBeck's mapkaart a try.
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In 1933 besloot de Underground eindelijk
om Harry Beck's kaart uit te proberen.
01:59
The UndergroundUnderground did a testtest runrennen
of a thousandduizend of these mapskaarten, pocket-sizezakformaat.
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De Underground deed een test met
duizenden kaarten in pocketformaat.
Na een uur waren ze op.
02:02
They were goneweg in one houruur.
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Ze realiseerden zich
dat ze iets goeds hadden.
02:04
They realizedrealiseerde they were ontonaar something,
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Ze drukten er nog 750.000 bij
02:05
they printedgedrukt 750,000 more,
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02:08
and this is the mapkaart that you see todayvandaag.
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en dat is de kaart
die je tegenwoordig ziet.
02:10
Beck'sBeck's designontwerp really becamewerd the templatesjabloon
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Becks ontwerp werd een sjabloon
02:13
for the way we think of metroMetro mapskaarten todayvandaag.
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voor hoe we nu over
kaarten voor de metro denken.
02:15
TokyoTokyo, ParisParijs, BerlinBerlijn, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tokio, Parijs, Berlijn, São Paulo,
Sydney, Washington D.C. --
02:20
all of them convertconverteren complexcomplex geographyGeografie
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ze veranderen ingewikkelde
geografie allemaal
02:23
into crispCrisp geometrymeetkunde.
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in duidelijke geometrie.
02:25
All of them use differentverschillend colorskleuren
to distinguishonderscheiden betweentussen lineslijnen,
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Ze gebruiken allemaal verschillende
kleuren voor verschillende lijnen,
02:28
all of them use simpleeenvoudig symbolssymbolen
to distinguishonderscheiden betweentussen typestypes of stationsstations.
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ze gebruiken allemaal simpele symbolen om
verschillende stations te onderscheiden.
02:32
They all are partdeel
of a universaluniverseel languagetaal, seeminglyschijnbaar.
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Ze lijken allemaal een deel te zijn
van een universele taal.
02:35
I betinzet HarryHarry BeckBeck wouldn'tzou het niet have knownbekend
what a usergebruiker interfaceinterface was,
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Ik durf te wedden dat Harry Beck niet wist
wat een gebruikersinterface was,
maar dat is wat hij heeft ontworpen.
02:39
but that's really what he designedontworpen
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02:41
and he really tooknam that challengeuitdaging
and brokekapot gegaan it down to threedrie principlesprincipes
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Hij nam die uitdaging aan
en bracht haar terug tot drie principes
die op bijna elk ontwerpprobleem
kunnen worden toegepast.
02:45
that I think can be appliedtoegepast
in nearlybijna any designontwerp problemprobleem.
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De eerste is focus.
02:47
First one is focusfocus.
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02:49
FocusFocus on who you're doing this for.
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Focus op de persoon voor wie je het doet.
02:51
The secondtweede principlebeginsel is simplicityeenvoud.
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Het tweede principe is eenvoud.
02:53
What's the shortestkortste way
to deliverleveren that need?
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Wat is de kortste weg
om die behoefte te vervullen?
02:56
FinallyTot slot, the last thing is:
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Het laatste is:
02:58
ThinkingDenken in a cross-disciplinarycross-disciplinair way.
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Denk op een crossdisciplinaire manier.
03:00
Who would'vewould've thought
that an electricalelektrisch engineeringenieur
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Wie had ooit gedacht
dat een elektrotechnische ingenieur
03:03
would be the personpersoon to holdhouden the keysleutel
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de persoon zou zijn met de sleutel
tot wat toen een van de meest
gecompliceerde systemen ter wereld was.
03:05
to unlockontgrendelen what was then one of the mostmeest
complicatedingewikkeld systemssystemen in the worldwereld- --
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Het begon met één man
met een potlood en een idee.
03:10
all startedbegonnen by one guy
with a pencilpotlood and an ideaidee.
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Translated by Maartje van Sandwijk

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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