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: Genialnost zemljevida londonske podzemne železnice

Filmed:
1,052,555 views

Legenda oblikovanja Michael Bierut nam pove zgodbo o naključnem uspehu enega izmed najbolj znanih zemljevidov na svetu - zemljevidu londonske podzemne železnice.
- 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 historyzgodovina of civilizationcivilizacija,
in some waysnačinov, is a historyzgodovina of mapszemljevidi:
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Zgodovina civilizacije je,
na nek način, zgodovina zemljevidov:
00:16
How have we come to understandrazumeti
the worldsvet around us?
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Kako smo prišli
do razumevanja sveta okoli nas?
00:19
One of the mostnajbolj famousslavni mapszemljevidi worksdela
because it really isn't a mapzemljevid at all.
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Eden izmed najbolj znanih zemljevidov
deluje, ker v resnici sploh ni zemljevid.
00:23
[SmallMala thing. BigVelik ideaideja.]
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[Mala stvar. Velika ideja.]
00:27
[MichaelMichael BierutBierutu on
the LondonLondon TubeCev MapZemljevid]
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Michael Bierut o zemljevidu
londonske podzemne
00:29
The LondonLondon UndergroundPod zemljo
cameprišel togetherskupaj in 1908,
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Londonska podzemna je nastala leta 1908,
00:32
when eightosem differentdrugačen
independentneodvisno railwaysželeznic mergedzdruženi
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ko se je združilo 8 različnih železnic
in ustvarilo enoten sistem.
00:35
to createustvarite a singlesamski systemsistem.
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Potrebovali so zemljevid,
ki bi predstavljal sistem,
00:37
They neededpotrebno a mapzemljevid to representpredstavljajo that systemsistem
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00:39
so people would know where to ridevožnja.
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da bi ljudje vedeli, s čim se peljati.
00:41
The mapzemljevid they madeizdelane is complicatedzapleteno.
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Zemljevid, ki so ga naredili,
je bil zapleten.
00:44
You can see riversreke,
bodiestelesa of watervoda, treesdrevesa and parksparki --
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Lahko vidite vodo, drevesa in parke -
00:47
the stationspostaje were all crammedcrammed togetherskupaj
at the centercenter of the mapzemljevid,
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in postaje so bile stisnjene skupaj,
v sredini zemljevida,
00:50
and out in the peripheryobrobju, there were some
that couldn'tni mogel even fitfit on the mapzemljevid.
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in na periferiji so bile
nekatere izven zemljevida.
Zemljevid je bil geografsko ustrezen,
a ne preveč uporaben.
00:53
So the mapzemljevid was geographicallygeografsko accuratenatančno,
but maybe not so usefulkoristno.
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00:58
EnterVnesite HarryHarry BeckBeck.
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Tu vstopi Harry Beck.
Harry Beck je bil 29-letni
strojnik in načrtovalec
00:59
HarryHarry BeckBeck was a 29-year-old- letnik
engineeringinženiring draftsmanPripravljavec mnenja
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01:03
who had been workingdelo on and off
for the LondonLondon UndergroundPod zemljo.
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in je občasno delal
za londonsko podzemno železnico.
In imel je uvid,
01:06
And he had a keyključ insightvpogled,
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01:07
and that was that people
ridingjahati undergroundpodzemlje in trainsvlaki
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da ljudi, ki se vozijo z vlaki pod zemljo,
01:11
don't really carenego
what's happeningdogaja abovegroundNadzemni.
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ne zanima, kaj se dogaja zgoraj.
01:13
They just want to get
from stationpostaja to stationpostaja --
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Želijo priti od postaje do postaje -
01:16
"Where do I get on? Where do I get off?"
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"Kje vstopim? Kje izstopim?"
01:18
It's the systemsistem that's importantpomembno,
not the geographyGeografija.
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Pomemben je sistem in ne geografija.
01:21
He's takensprejeti this complicatedzapleteno
messnered of spaghettišpageti,
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Vzel je to zapleteno špagetasto zmešnjavo
01:24
and he's simplifiedpoenostavljeno it.
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in jo poenostavil.
01:25
The lineslinije only go in threetri directionsnavodila:
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Linije gredo samo v tri smeri:
01:27
they're horizontalhorizontalno, they're verticalnavpično,
or they're 45 degreesstopinj.
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horizontalno, vertikalno
ali pa pod kotom 45 stopinj
01:31
LikewisePrav tako, he spacedrazporejene the stationspostaje equallyenako,
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Prav tako je enakomerno
razmaknil postaje;
01:34
he's madeizdelane everyvsak stationpostaja colorbarva
correspondustrezajo to the colorbarva of the lineline,
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in barvo vsake postaje
prilagodil barvi linije
01:38
and he's fixeddoločen it all
so that it's not really a mapzemljevid anymoreveč.
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in vse popravil,
tako da to ni več zemljevid.
01:42
What it is is a diagramdiagram,
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To je diagram,
01:44
just like circuitryvezje,
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kot tokokrog,
01:45
exceptrazen the circuitryvezje here
isn't wiresžice conductingvodenje electronselektronov,
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samo da ta tokokrog niso žice,
ki povezujejo elektrone,
01:49
it's tubescevi containingki vsebujejo trainsvlaki
conductingvodenje people from placemesto to placemesto.
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so tuneli z vlaki, ki ljudi
premikajo iz kraja v kraj.
01:53
In 1933, the UndergroundPod zemljo decidedodločil, at last,
to give HarryHarry Beck'sBeck's mapzemljevid a try.
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Leta 1933 se je Podzemna končno odločila,
da preizkusi Harry Beckov zemljevid.
01:59
The UndergroundPod zemljo did a testtest runteči
of a thousandtisoč of these mapszemljevidi, pocket-sizežep-velikost.
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Podzemna je poskusno izdala
tisoč zemljevidov, žepne velikosti.
Pošli so v eni uri.
02:02
They were goneizginil in one houruro.
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02:04
They realizedrealiziran they were ontona something,
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Ugotovili so, da so na dobri poti,
jih natisnili še 750.000,
02:05
they printednatisnjeni 750,000 more,
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02:08
and this is the mapzemljevid that you see todaydanes.
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in to je zemljevid, ki ga vidite danes.
02:10
Beck'sBeck's designoblikovanje really becamepostati the templatepredlogo
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Beckov dizajn je postal osnova
02:13
for the way we think of metroMetro mapszemljevidi todaydanes.
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za to, kako danes
gledamo zemljevide železnic.
02:15
TokyoTokyo, ParisPariz, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tokio, Pariz, Berlin, Sao Paulo,
Sydney, Washington D.C. -
02:20
all of them convertpretvoriti complexkompleksno geographyGeografija
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vsi so pretvorili zapleteno geografijo
02:23
into crispsvež geometrygeometrija.
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v točno geometrijo.
02:25
All of them use differentdrugačen colorsbarve
to distinguishrazlikovati betweenmed lineslinije,
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Vsi uporabljajo različne barve,
da razlikujejo med linijami,
02:28
all of them use simplepreprosto symbolssimboli
to distinguishrazlikovati betweenmed typesvrste of stationspostaje.
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vsi uporabljajo preproste simbole,
da med sabo ločijo različne tipe postaj.
02:32
They all are partdel
of a universaluniverzalno languagejezik, seeminglynavidez.
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Dozdevno so vsi del skupnega jezika.
02:35
I betStavite HarryHarry BeckBeck wouldn'tne bi have knownznano
what a useruporabnik interfacevmesnik was,
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Stavim, da Harry ne bi vedel,
kaj je uporabniški vmesnik,
02:39
but that's really what he designedzasnovan
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a točno to je zasnoval,
02:41
and he really tookvzel that challengeizziv
and brokezlomil it down to threetri principlesnačela
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in res je vzel ta izziv
in ga razdelil na tri principe,
ki jih po moje lahko uporabimo
pri vsakem problemu v dizajnu.
02:45
that I think can be applieduporablja
in nearlyskoraj any designoblikovanje problemproblem.
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Prvi je fokus.
02:47
First one is focusosredotočiti.
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02:49
FocusPoudarek on who you're doing this for.
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Fokusiraj se na to, za koga to počneš.
02:51
The seconddrugič principlenačelo is simplicitypreprostost.
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Drugi princip je preprostost.
02:53
What's the shortestNajkrajša way
to deliverdostavi that need?
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Kaj je najkrajši način za predstavitev?
02:56
FinallyKončno, the last thing is:
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In zadnja stvar je:
02:58
ThinkingRazmišljanje in a cross-disciplinaryinterdisciplinarno way.
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Misli prek disciplin.
03:00
Who would'vebi jih thought
that an electricalelektrični engineerinženir
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Kdo bi si mislil,
da bo elektroinženir tisti,
03:03
would be the personoseba to holddržite the keyključ
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ki bo imel v rokah ključ,
03:05
to unlockodklepanje what was then one of the mostnajbolj
complicatedzapleteno systemssistemov in the worldsvet --
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za razrešitev enega izmed takrat
najbolj zapletenih sistemov na svetu -
03:10
all startedzačel by one guy
with a pencilsvinčnik and an ideaideja.
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vse se je začelo z enim moškim
s svinčnikom in idejo.
Translated by Nika Kotnik
Reviewed by Matej Divjak

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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