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

Майкл Бейрут: Гениальность карты лондонского метро

Filmed:
1,052,555 views

Легенда дизайна Макл Бейрут рассказывает историю случайного успеха одной из самых знаменитых карт мира — карты лондонского метро.
- 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 historyистория of civilizationцивилизация,
in some waysпути, is a historyистория of mapsкарты:
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История цивилизации в каком-то смысле —
это история карт:
00:16
How have we come to understandПонимаю
the worldМир around us?
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с их помощью мы изучаем наш мир.
00:19
One of the mostбольшинство famousизвестный mapsкарты worksработает
because it really isn't a mapкарта at all.
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Одна из самых знаменитых карт
представляет собой не просто карту.
00:23
[SmallМаленький thing. Bigбольшой ideaидея.]
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[Маленькая вещь. Гениальная идея.]
00:27
[MichaelМайкл BierutБерут on
the LondonЛондон Tubeтуба Mapкарта]
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[Майкл Бейрут о карте лондонского метро]
00:29
The LondonЛондон UndergroundМетро
cameпришел togetherвместе in 1908,
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Лондонское метро возникло в 1908 году,
00:32
when eight8 differentдругой
independentнезависимый railwaysжелезнодорожные пути mergedслиты
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когда восемь разных независимых
железных дорог объединились
00:35
to createСоздайте a singleОдин systemсистема.
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в единую систему.
00:37
They neededнеобходимый a mapкарта to representпредставлять that systemсистема
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Нужна была карта,
которая бы описывала систему,
00:39
so people would know where to rideпоездка.
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чтобы люди знали, куда направляются.
00:41
The mapкарта they madeсделал is complicatedсложно.
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Карта, которую они создали,
была перегружена.
00:44
You can see riversреки,
bodiesтела of waterводы, treesдеревья and parksпарки --
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На ней можно было увидеть реки,
водоёмы, деревья и парки.
00:47
the stationsстанций were all crammedзабита togetherвместе
at the centerцентр of the mapкарта,
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Станции скучковались в центре карты,
00:50
and out in the peripheryпериферия, there were some
that couldn'tне может even fitпоместиться on the mapкарта.
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а некоторые на периферии
и вовсе не поместились на карте.
00:53
So the mapкарта was geographicallyгеографически accurateточный,
but maybe not so usefulполезным.
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Карта получилась
географически точной, но неудобной.
00:58
EnterВойти HarryГарри Beckманить.
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Познакомьтесь с Гарри Беком.
00:59
HarryГарри Beckманить was a 29-year-old-лет
engineeringинжиниринг draftsmanрисовальщик
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Гарри Бек был 29-летним
инженером-проектировщиком,
01:03
who had been workingза работой on and off
for the LondonЛондон UndergroundМетро.
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который время от времени работал
в лондонском метро.
01:06
And he had a keyключ insightв поле зрения,
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Ему пришла в голову мысль,
01:07
and that was that people
ridingверховая езда undergroundметро in trainsпоезда
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что людям, которые едут в метро,
01:11
don't really careзабота
what's happeningпроисходит abovegroundнад землей.
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безразлично, что именно
находится на поверхности.
01:13
They just want to get
from stationстанция to stationстанция --
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Они просто переходят
с одной станции на другую.
01:16
"Where do I get on? Where do I get off?"
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«Где мне нужно сесть? Где выйти?»
01:18
It's the systemсистема that's importantважный,
not the geographyгеография.
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Важна схема, а не география.
01:21
He's takenвзятый this complicatedсложно
messбеспорядок of spaghettiспагетти,
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Он взял этот клубок спагетти
01:24
and he's simplifiedупрощенный it.
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и распутал его.
01:25
The linesлинии only go in threeтри directionsнаправления:
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Ветки расположились в трёх направлениях:
01:27
they're horizontalгоризонтальный, they're verticalвертикальный,
or they're 45 degreesстепени.
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горизонтально, вертикально
или под углом в 45 градусов.
01:31
Likewiseтакже, he spacedрасстояние друг от друга the stationsстанций equallyв равной степени,
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Аналогично он расположил станции,
01:34
he's madeсделал everyкаждый stationстанция colorцвет
correspondвести переписку to the colorцвет of the lineлиния,
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цвет каждой станции перекликался
с цветом ветки.
01:38
and he's fixedисправлено it all
so that it's not really a mapкарта anymoreбольше не.
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Он всё это исправил,
и это была уже не карта.
01:42
What it is is a diagramдиаграмма,
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Это была диаграмма,
01:44
just like circuitryсхема,
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вроде электросхемы,
01:45
exceptКроме the circuitryсхема here
isn't wiresпровода conductingпроведение electronsэлектроны,
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только это не были не провода,
по которым бежали электроны.
01:49
it's tubesтрубы containingсодержащий trainsпоезда
conductingпроведение people from placeместо to placeместо.
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Это были линии, по которым ездили поезда,
перевозящие людей от места к месту.
01:53
In 1933, the UndergroundМетро decidedприняли решение, at last,
to give HarryГарри Beck'sБека mapкарта a try.
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Наконец, в 1933 году метрополитен
решил дать карте Гарри Бека шанс.
01:59
The UndergroundМетро did a testконтрольная работа runбег
of a thousandтысяча of these mapsкарты, pocket-sizeКарман Размер.
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Метро выпустило тысячу карманных карт
в продажу для пробы.
02:02
They were goneпрошло in one hourчас.
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Их раскупили за час.
02:04
They realizedпонял they were ontoна something,
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Они поняли, что в этом что-то есть,
02:05
they printedпечатные 750,000 more,
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и напечатали ещё 750 000 штук,
02:08
and this is the mapкарта that you see todayCегодня.
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и это та карта, которую вы видите сегодня.
02:10
Beck'sБека designдизайн really becameстал the templateшаблон
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Дизайн Бека стал образцовым,
02:13
for the way we think of metroметро mapsкарты todayCегодня.
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его мы представляем,
когда речь идёт о картах метро.
02:15
TokyoТокио, ParisПариж, BerlinБерлин, São PauloПауло,
SydneyСидней, WashingtonВашингтон, D.C. --
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Токио, Париж, Берлин, Сан-Паулу,
Сидней, Вашингтон —
02:20
all of them convertконвертировать complexсложный geographyгеография
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все они преобразуют сложную географию
02:23
into crispхрустящий geometryгеометрия.
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в строгую геометрию.
02:25
All of them use differentдругой colorsцвета
to distinguishвыделить betweenмежду linesлинии,
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Во всех использованы разные цвета
для различных веток,
02:28
all of them use simpleпросто symbolsсимволы
to distinguishвыделить betweenмежду typesтипы of stationsстанций.
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во всех используются простые символы
для различения типов станций.
02:32
They all are partчасть
of a universalуниверсальный languageязык, seeminglyпо-видимому.
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Все они — часть универсального языка.
02:35
I betделать ставку HarryГарри Beckманить wouldn'tне будет have knownизвестен
what a userпользователь interfaceинтерфейс was,
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Уверен, Гарри Бек не знал,
что такое пользовательский интерфейс,
02:39
but that's really what he designedпредназначенный
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но он изобрёл именно его.
02:41
and he really tookвзял that challengeвызов
and brokeсломал it down to threeтри principlesпринципы
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Он взялся решить задачу
и вывел три основных принципа,
02:45
that I think can be appliedприкладная
in nearlyоколо any designдизайн problemпроблема.
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применимые в решении
любой дизайнерской задачи.
02:47
First one is focusфокус.
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Первое — это фокус.
02:49
Focusфокус on who you're doing this for.
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Задумайтесь, для кого вы это делаете.
02:51
The secondвторой principleпринцип is simplicityпростота.
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Второй принцип — простота.
02:53
What's the shortestсамый короткий way
to deliverдоставить that need?
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Каков самый короткий путь
удовлетворения потребности?
02:56
Finallyв заключение, the last thing is:
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И, наконец, последнее:
02:58
Thinkingмышление in a cross-disciplinaryмеждисциплинарное way.
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междисциплинарное мышление.
03:00
Who would'veбы уже thought
that an electricalэлектрический engineerинженер
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Кто бы мог подумать,
что у инженера-электрика
03:03
would be the personчеловек to holdдержать the keyключ
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окажется в руках ключ
03:05
to unlockотпереть what was then one of the mostбольшинство
complicatedсложно systemsсистемы in the worldМир --
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к изображению одной из самых
сложных систем мира?
03:10
all startedначал by one guy
with a pencilкарандаш and an ideaидея.
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Всё началось с человека,
у которого был карандаш и идея.
Translated by Inna Kobylnik
Reviewed by Yulia Kallistratova

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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