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: Londra metrosu haritasının dâhisi

Filmed:
1,052,555 views

Efsanevi tasarımcı Michael Bierut dünyanın en ünlü haritalarından biri olan Londra Metrosu Haritasının şans eseri başarısını anlatıyor.
- 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 historytarih of civilizationmedeniyet,
in some waysyolları, is a historytarih of mapsharitalar:
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Medeniyet tarihi, bazı yönlerden
aslında haritalar tarihi:
00:16
How have we come to understandanlama
the worldDünya around us?
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Çevremizdeki dünyayı
anlamayı nasıl başardık?
00:19
One of the mostçoğu famousünlü mapsharitalar worksEserleri
because it really isn't a mapharita at all.
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Dünyanın en iyi haritalarından birinin
işe yarama sebebi aslında harita olmaması.
00:23
[SmallKüçük thing. BigBüyük ideaFikir.]
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[Küçük şey. Büyük fikir.]
00:27
[MichaelMichael BierutBierut on
the LondonLondra TubeTüp MapHarita]
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[Michael Bierut
Londra Metrosu Haritası üzerine]
00:29
The LondonLondra UndergroundUnderground
camegeldi togetherbirlikte in 1908,
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Londra Metrosu,
sekiz farklı bağımsız demiryolunun
00:32
when eightsekiz differentfarklı
independentbağımsız railwaysDemiryolları mergedbirleşti
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tek bir ortak sistem yaratmak için
00:35
to createyaratmak a singletek systemsistem.
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birleştirilmesiyle, 1908'de oluştu.
00:37
They neededgerekli a mapharita to representtemsil etmek that systemsistem
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İnsanların gidecekleri yeri
görebilmeleri için
00:39
so people would know where to ridebinmek.
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sistemi gösterecek bir harita lazımdı.
00:41
The mapharita they madeyapılmış is complicatedkarmaşık.
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Yaptıkları harita çok karışıktı.
00:44
You can see riversnehirler,
bodiesbedenler of waterSu, treesağaçlar and parksparklar --
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Nehirleri, su birikintilerini,
ağaç ve parkları görüyorsunuz --
00:47
the stationsistasyonlar were all crammedsıkışmış togetherbirlikte
at the centermerkez of the mapharita,
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istasyonlar haritanın merkezinde
birbirine girmiş,
00:50
and out in the peripheryçevre, there were some
that couldn'tcould even fituygun on the mapharita.
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dış kenarda da haritaya bile
sığmayan bazı yerler vardı.
00:53
So the mapharita was geographicallycoğrafi olarak accuratedoğru,
but maybe not so usefulişe yarar.
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Yani harita coğrafi olarak doğru
ama pek kullanışlı değildi.
00:58
EnterGirin HarryHarry BeckBeck.
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Harry Beck'e gelelim.
00:59
HarryHarry BeckBeck was a 29-year-old-yaşında
engineeringmühendislik draftsmanressam
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Harry Beck, Londra Metrosu için
zaman zaman çalışmış
01:03
who had been workingçalışma on and off
for the LondonLondra UndergroundUnderground.
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29 yaşında bir mühendislik çizimcisiydi.
01:06
And he had a keyanahtar insightIçgörü,
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Önemli bir şeyi anlamıştı,
01:07
and that was that people
ridingbinme undergroundyeraltı in trainstrenler
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metrodaki insanlar aslında
01:11
don't really carebakım
what's happeningolay abovegroundYerüstü.
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yukarıda neler olup bittiğini
umursamıyorlardı.
01:13
They just want to get
from stationistasyon to stationistasyon --
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Sadece bir duraktan
diğerine gitmek istiyorlardı.
01:16
"Where do I get on? Where do I get off?"
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''Nerede biniyorum, nerede iniyorum?''
01:18
It's the systemsistem that's importantönemli,
not the geographyCoğrafya.
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Önemli olan sistem, coğrafi kısmı değil.
01:21
He's takenalınmış this complicatedkarmaşık
messdağınıklık of spaghettiSpagetti,
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Birbirine karışmış spagettiyi aldı
01:24
and he's simplifiedbasitleştirilmiş it.
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ve bunu kolaylaştırdı.
01:25
The lineshatlar only go in threeüç directionstalimatlar:
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Hatlar sadece üç yönde gidiyor:
01:27
they're horizontalyatay, they're verticaldikey,
or they're 45 degreesderece.
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ya yataylar, ya dikeyler
ya da 45 derecelik açıdalar.
01:31
LikewiseAynı şekilde, he spacedaralıklı the stationsistasyonlar equallyaynı derecede,
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İstasyonlar arasında
eşit boşluklar bıraktı,
01:34
he's madeyapılmış everyher stationistasyon colorrenk
correspondkarşılık gelen to the colorrenk of the linehat,
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her istasyonun rengini, bağlı olduğu
hattın rengine tekabül ettirdi
01:38
and he's fixedsabit it all
so that it's not really a mapharita anymoreartık.
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ve artık bir harita olmayacak şekilde
hepsini düzenledi.
01:42
What it is is a diagramdiyagram,
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Oluşan şey bir şemaydı,
01:44
just like circuitrydevre sistemi,
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tıpkı bir devre gibi,
01:45
exceptdışında the circuitrydevre sistemi here
isn't wiresteller conductingiletken electronselektronlar,
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ancak devrede olduğu gibi
elektronlara bağlanan kablolar yok,
01:49
it's tubesborular containingiçeren trainstrenler
conductingiletken people from placeyer to placeyer.
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insanları bir yerden bir yere taşıyan
içi vagon dolu tüneller var.
01:53
In 1933, the UndergroundUnderground decidedkarar, at last,
to give HarryHarry Beck'sBeck's mapharita a try.
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1933 yılında Metro en sonunda
Harry Beck'in haritasını bir şans verdi.
01:59
The UndergroundUnderground did a testÖlçek runkoş
of a thousandbin of these mapsharitalar, pocket-sizecep-büyüklük.
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Metro cebe sığacak boyutta
bu haritadan binlerce bastırıp test yaptı.
02:02
They were gonegitmiş in one hoursaat.
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Hepsi bir saatte tükendi.
02:04
They realizedgerçekleştirilen they were ontoüstüne something,
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Bir şey yakaladıklarını fark ettiler,
02:05
they printedbasılı 750,000 more,
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750.000 tane daha bastırdılar
02:08
and this is the mapharita that you see todaybugün.
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ve bugün gördüğünüz harita da işte bu.
02:10
Beck'sBeck's designdizayn really becameoldu the templateşablon
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Beck'in tasarımı bugün metro haritalarını
02:13
for the way we think of metroMetro mapsharitalar todaybugün.
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düşünüş şeklimizin taslağı hâline geldi.
02:15
TokyoTokyo, ParisParis, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tokyo, Paris, Berlin, São Paulo,
Sydney, Washington, D.C. --
02:20
all of them convertdönüştürmek complexkarmaşık geographyCoğrafya
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bunların hepsi karmaşık bir coğrafyayı
02:23
into crispNET geometrygeometri.
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pratik geometriye dönüştürdü.
02:25
All of them use differentfarklı colorsrenkler
to distinguishayırmak betweenarasında lineshatlar,
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Hepsi de hatları birbirinden ayırmak için
farklı renkler kullanıyor,
02:28
all of them use simplebasit symbolssemboller
to distinguishayırmak betweenarasında typestürleri of stationsistasyonlar.
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istasyon türlerini ayırmak için de
basit semboller kullanıyorlar.
02:32
They all are partBölüm
of a universalevrensel languagedil, seeminglygörünüşte.
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Görünen o ki bunların hepsi
evrensel bir dilin parçası.
02:35
I betbahis HarryHarry BeckBeck wouldn'tolmaz have knownbilinen
what a userkullanıcı interfacearayüzey was,
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Eminim Harry Beck kullanıcı arayüzünün
ne olduğunu bilmiyordu
02:39
but that's really what he designedtasarlanmış
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ama tasarladığı şey tam da buydu
02:41
and he really tookaldı that challengemeydan okuma
and brokekırdı it down to threeüç principlesprensipler
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ve bu zor işi üstlenerek
öyle sanıyorum ki neredeyse
her tür tasarım sorununa
uygulanabilecek üç ilkeye ayırdı.
02:45
that I think can be applieduygulamalı
in nearlyneredeyse any designdizayn problemsorun.
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02:47
First one is focusodak.
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İlki odak.
02:49
FocusOdak on who you're doing this for.
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Bunun kim için yapıldığına odaklanmak.
02:51
The secondikinci principleprensip is simplicitybasitlik.
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İkinci ilke sadelik.
02:53
What's the shortestEn kısa way
to deliverteslim etmek that need?
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Bu ihtiyacı karşılamanın
en kısa yolu ne olabilir?
02:56
FinallySon olarak, the last thing is:
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Son olarak da
02:58
ThinkingDüşünme in a cross-disciplinarydisiplinler arası way.
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karşıt alanlarda düşünme.
03:00
Who would'veolurdu thought
that an electricalelektrik engineermühendis
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Dünyanın en karmaşık sistemlerden birini
03:03
would be the personkişi to holdambar the keyanahtar
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çözebilecek yetiye sahip kişinin
03:05
to unlockkilidini what was then one of the mostçoğu
complicatedkarmaşık systemssistemler in the worldDünya --
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bir elektronik mühendisi olacağını
kim düşünebilirdi ki?
03:10
all startedbaşladı by one guy
with a pencilkalem and an ideaFikir.
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Her şey bir kalemi ve bir fikri olan
bir insanla başladı.
Translated by Cihan Ekmekçi
Reviewed by Gözde Zülal Solak

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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