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

Мајкл Бјерут (Michael Bierut): Геније мапе метроа у Лондону

Filmed:
1,052,555 views

Пројектантска легенда, Мајкл Бјерут, прича о случајном успеху који је постигла једна од најпознатијих мапа на свету, мапа метроа у Лондону.
- 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 historyисторија of civilizationцивилизација,
in some waysначини, is a historyисторија of mapsмапе:
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Историја цивилизације је,
на неки начин, историја мапа.
00:16
How have we come to understandРазумем
the worldсвет around us?
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Како смо стигли до тога
да разумемо свет око нас?
00:19
One of the mostнајвише famousпознат mapsмапе worksИзвођење радова
because it really isn't a mapМапа at all.
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Једна од најпознатијих мапа функционише
јер заправо уопште није мапа.
00:23
[SmallMali thing. BigVeliki ideaидеја.]
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[Мала ствар. Велика идеја.]
00:27
[MichaelMichael BierutBierut on
the LondonLondon TubeCijev MapMapa]
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[Мајкл Бјерут о мапи метроа у Лондону]
00:29
The LondonLondon UndergroundPokret otpora
cameДошао togetherзаједно in 1908,
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Лондонски метро
се консолидовао 1908. године,
00:32
when eightосам differentразличит
independentнезависно railwaysželeznica mergedспојено
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када се осам различитих,
независних железница удружило
00:35
to createстворити a singleједно systemсистем.
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да створи јединствени систем.
Била им је потребна мапа
да представе тај систем,
00:37
They neededпотребно a mapМапа to representзаступати that systemсистем
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00:39
so people would know where to rideвози.
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да би људи знали куда да се возе.
00:41
The mapМапа they madeмаде is complicatedкомпликован.
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Мапа коју су направили је компликована.
00:44
You can see riversреке,
bodiesтела of waterвода, treesдрвеће and parksпаркови --
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Можете видети реке,
приказе воде, дрвећа и паркова -
00:47
the stationsстанице were all crammedцраммед togetherзаједно
at the centerцентар of the mapМапа,
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све су станице биле угуране
у централни део мапе,
00:50
and out in the peripheryperiferno, there were some
that couldn'tније могао even fitфит on the mapМапа.
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а на периферији су постојале неке
које чак нису могле да стану на мапу.
Тако је мапа била географски тачна,
али можда не и толико корисна.
00:53
So the mapМапа was geographicallygeografski accurateтачан,
but maybe not so usefulкорисно.
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00:58
EnterUnesite HarryHari BeckBek.
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На сцену долази Хари Бек.
Хари Бек је био 29-годишњи
инжењер за нацрте
00:59
HarryHari BeckBek was a 29-year-old-година стар
engineeringинжењеринг draftsmanribljoj
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01:03
who had been workingрад on and off
for the LondonLondon UndergroundPokret otpora.
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који је ту и тамо радио
за Лондонски метро.
Oн је имао кључно сазнање,
01:06
And he had a keyкључ insightна видику,
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01:07
and that was that people
ridingјахање undergroundпод земљом in trainsвозови
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а то је да људе који су се возили
возовима у метроу
01:11
don't really careнега
what's happeningдогађај abovegroundiznad zemlje.
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у ствари не интересује
шта се дешава изнад метроа.
01:13
They just want to get
from stationстаница to stationстаница --
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Они само желе да стигну
од станице до станице -
01:16
"Where do I get on? Where do I get off?"
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„Где улазим? Где излазим?“
01:18
It's the systemсистем that's importantважно,
not the geographyGeografija.
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Важан је систем, а не географија.
01:21
He's takenузети this complicatedкомпликован
messнеред of spaghettiшпагете,
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Преузео је овај комликовани
хаос од шпагета
01:24
and he's simplifiedпоједностављено it.
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и поједноставио га.
01:25
The linesлиније only go in threeтри directionsупутства:
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Линије прате само три правца:
01:27
they're horizontalхоризонтално, they're verticalвертикала,
or they're 45 degreesстепени.
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хоризонталне су, вертикалне
или су под углом од 45 степени.
01:31
LikewiseNa sličan način, he spacedlamela the stationsстанице equallyподједнако,
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Слично томе је једнако распоредио станице,
01:34
he's madeмаде everyсваки stationстаница colorбоја
correspondodgovaraju to the colorбоја of the lineлине,
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направио је да боја сваке станице
одговара боји линије
01:38
and he's fixedфиксно it all
so that it's not really a mapМапа anymoreвише.
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и средио је све тако
да то заправо није више мапа.
01:42
What it is is a diagramдијаграм,
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То је заправо дијаграм,
01:44
just like circuitryколо,
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баш као коло,
01:45
exceptосим the circuitryколо here
isn't wiresжице conductingспровођење electronsелектрони,
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осим што коло овде не чине
жице које проводе електроне,
01:49
it's tubesцеви containingkoja sadrži trainsвозови
conductingспровођење people from placeместо to placeместо.
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већ цеви које садрже возове
који воде људе од места до места.
01:53
In 1933, the UndergroundPokret otpora decidedодлучио, at last,
to give HarryHari Beck'sBeck's mapМапа a try.
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Године 1933. је Метро одлучио да, коначно,
пружи прилику мапи Харија Бека.
01:59
The UndergroundPokret otpora did a testтест runтрцати
of a thousandхиљада of these mapsмапе, pocket-sizedћepno.
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Метро је спровео тестове
хиљаду ових мапа, џепног издања.
Разграбљене су у току једног сата.
02:02
They were goneотишла in one hourсат.
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02:04
They realizedреализован they were ontoна something,
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Схватили су да су
на добром путу ка нечему,
02:05
they printedштампани 750,000 more,
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одштампали још 750 000 примерака,
02:08
and this is the mapМапа that you see todayданас.
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а то је мапа коју имамо данас.
02:10
Beck'sBeck's designдизајн really becameпостао the templateтемплате
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Беков дизајн је заправо постао образац
02:13
for the way we think of metroMetro mapsмапе todayданас.
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за начин на који видимо мапе метроа данас.
02:15
TokyoTokio, ParisPariz, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Токио, Париз, Берлин, Сао Пауло,
Сиднеј, Вашингтон -
02:20
all of them convertпретворити complexкомплекс geographyGeografija
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сви они претварају сложену географију
02:23
into crispKrisp geometrygeometrija.
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у јасну геометрију.
02:25
All of them use differentразличит colorsбоје
to distinguishразликовати betweenизмеђу linesлиније,
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Сви они користе различите боје
да направе разлику између линија,
02:28
all of them use simpleједноставно symbolsсимболи
to distinguishразликовати betweenизмеђу typesврсте of stationsстанице.
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сви они користе једноставне симболе
да разликују типове станица.
Сви су део универзалног језика, чини се.
02:32
They all are partдео
of a universalуниверзалан languageЈезик, seeminglyнаизглед.
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02:35
I betопклада HarryHari BeckBek wouldn'tне би have knownпознат
what a userкорисник interfaceприступ was,
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Кладим се да Хари Бек не би знао
шта је кориснички интерфејс,
02:39
but that's really what he designedдизајниран
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али заправо је то осмислио,
02:41
and he really tookузела that challengeизазов
and brokeсломио it down to threeтри principlesпринципе
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а заиста је то питање свео на три принципа
који се, мислим, могу применити
на скоро сваки пројектантски проблем.
02:45
that I think can be appliedпримењено
in nearlyскоро any designдизајн problemпроблем.
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02:47
First one is focusфокусирати.
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Први је усредсређеност.
02:49
FocusFokus on who you're doing this for.
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Усредсређеност на то за кога ово радите.
02:51
The secondдруго principleпринцип is simplicityједноставност.
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Други принцип је једноставност.
02:53
What's the shortestnajkraći way
to deliverиспоручи that need?
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Који је најкраћи пут
до испуњавања те потребе?
02:56
FinallyKonačno, the last thing is:
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Коначно, последња ствар:
02:58
ThinkingMislim in a cross-disciplinaryCross-disciplinske way.
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размишљање на интердисциплинарни начин.
Ко би помислио
да ће инжењер електротехнике
03:00
Who would'vebi sam thought
that an electricalелектрични engineerинжењер
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03:03
would be the personособа to holdдржати the keyкључ
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бити кључна особа
03:05
to unlockotključavanje what was then one of the mostнајвише
complicatedкомпликован systemsсистема in the worldсвет --
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у разрешењу једног од тадашњих
најкомпликованијих система на свету -
03:10
all startedпочела by one guy
with a pencilоловка and an ideaидеја.
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а све је кренуло од момка
са оловком и идејом.
Translated by Tijana Mihajlović
Reviewed by Ivana Krivokuća

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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