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

Майкъл Бейрут: Геният зад картата на Лондонското метро

Filmed:
1,052,555 views

Дизайн легендата Майкъл Бейрут разказва историята на случайния успех на една от най-известните карти в света - картата на Лондонското 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 waysначини, is a historyистория of mapsкарти:
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Може да се каже, че историята
на цивилизацията е история на картите:
00:16
How have we come to understandразбирам
the worldсвят around us?
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Как сме се научили да разбираме
света около нас?
00:19
One of the mostнай-много famousизвестен mapsкарти worksвърши работа
because it really isn't a mapкарта at all.
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Една от най-известните карти работи,
понеже изобщо не е карта.
00:23
[SmallМалки thing. BigГолям ideaидея.]
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[Нещо малко. Голяма идея.]
00:27
[MichaelМайкъл BierutBierut on
the LondonЛондон TubeТръба MapКарта]
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[Майкъл Бейрут
за картата на Лондонското метро]
00:29
The LondonЛондон UndergroundПодземни
cameдойде togetherзаедно in 1908,
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Лондонското метро се свързва през 1908,
00:32
when eightосем differentразличен
independentнезависим railwaysжелезници mergedслива
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когато осем различни
независими линии се сливат
00:35
to createсъздавам a singleединичен systemсистема.
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в една обща система.
00:37
They neededнеобходима a mapкарта to representпредставляват that systemсистема
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Трябвала карта, за да изобразят системата,
00:39
so people would know where to rideезда.
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та хората да знаят накъде да се возят.
00:41
The mapкарта they madeизработен is complicatedсложен.
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Картата, която направили е сложна.
00:44
You can see riversреки,
bodiesтела of waterвода, treesдървета and parksпаркове --
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Виждаш реки, водни басейни,
дървета и паркове.
00:47
the stationsстанции were all crammedнатъпкани togetherзаедно
at the centerцентър of the mapкарта,
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Станциите в средата на картата
били сбутани,
00:50
and out in the peripheryпериферия, there were some
that couldn'tне можех even fitгоден on the mapкарта.
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а по периферията имало такива,
които не се побирали на картата.
00:53
So the mapкарта was geographicallyгеографски accurateточен,
but maybe not so usefulполезен.
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Картата била географски правилна,
но може би не толкова полезна.
00:58
EnterВъведете HarryХари BeckБек.
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Появил се Хари Бек.
00:59
HarryХари BeckБек was a 29-year-old-годишен
engineeringинженерство draftsmanчертожник
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Хари Бек бил 29 годишен инженер чертожник,
01:03
who had been workingработа on and off
for the LondonЛондон UndergroundПодземни.
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който работел от време на време
за Лондонското метро.
01:06
And he had a keyключ insightпрозрение,
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И имал ключово прозрение,
01:07
and that was that people
ridingезда undergroundпод земята in trainsвлакове
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и то било, че хората возещи се
в подземни влакове
01:11
don't really careгрижа
what's happeningслучва abovegroundнадземни.
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не се интересуват
какво се случва над земята.
01:13
They just want to get
from stationстанция to stationстанция --
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Просто искат да стигнат
от станция до станция:
01:16
"Where do I get on? Where do I get off?"
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"Къде да се кача? Къде да сляза?"
01:18
It's the systemсистема that's importantважно,
not the geographyГеография.
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Системата е важна, а не географията.
01:21
He's takenвзета this complicatedсложен
messбъркотия of spaghettiспагети,
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Той взел тази спагетоподобна сложнотия
01:24
and he's simplifiedопростен it.
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и я опростил.
01:25
The linesлинии only go in threeтри directionsинструкции:
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Линиите се движели в 3 посоки:
01:27
they're horizontalхоризонтален, they're verticalвертикален,
or they're 45 degreesградуса.
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хоризонтална, вертикална
и по 45 градуса.
01:31
LikewiseПо същия начин, he spacedразпределени the stationsстанции equallyпо равно,
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Също така,
разпределил станциите разномерно,
01:34
he's madeизработен everyвсеки stationстанция colorцвят
correspondсъответстват to the colorцвят of the lineлиния,
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направил всяка станция с цвета
на линията, към която е
01:38
and he's fixedопределен it all
so that it's not really a mapкарта anymoreвече.
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и го структурирал така,
че вече да не е карта.
01:42
What it is is a diagramдиаграма,
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Това, което представлява е диаграма,
01:44
just like circuitryсхема,
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като електронна схема
01:45
exceptс изключение the circuitryсхема here
isn't wiresпроводници conductingпровеждане на electronsелектрони,
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само дето схемата тук не е жички
провеждащи електрони,
01:49
it's tubesтръби containingсъдържащи trainsвлакове
conductingпровеждане на people from placeмясто to placeмясто.
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а тунели с влакове,
превозващи хора от точка до точка.
01:53
In 1933, the UndergroundПодземни decidedреши, at last,
to give HarryХари Beck'sBeck's mapкарта a try.
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През 1933, от метрото най-сетне решили
да дадат шанс на картата на Хари Бек.
01:59
The UndergroundПодземни did a testтест runтичам
of a thousandхиляда of these mapsкарти, pocket-sizeджобен размер.
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Направили пробно хиляда копия на картата
в джобен формат.
02:02
They were goneси отиде in one hourчас.
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За един час били свършили.
02:04
They realizedосъзнах they were ontoвърху something,
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Осъзнали, че са попаднали на нещо
02:05
they printedпечатен 750,000 more,
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и отпечатали още 750 хиляди
02:08
and this is the mapкарта that you see todayднес.
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и това е картата, която виждате и днес.
02:10
Beck'sBeck's designдизайн really becameстана the templateшаблон
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Дизайнът на Бек се превърнал в еталон
02:13
for the way we think of metroметро mapsкарти todayднес.
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за това как възприемаме
картите на метрото днес.
02:15
TokyoТокио, ParisПариж, BerlinБерлин, São PauloПауло,
SydneyСидни, WashingtonВашингтон, D.C. --
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Токио, Париж, Берлин, Сао Пауло,
Сидни, Вашингтон
02:20
all of them convertпревръщам complexкомплекс geographyГеография
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всички те превръщат сложната география
02:23
into crispсвеж geometryгеометрия.
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в чиста геометрия.
02:25
All of them use differentразличен colorsцветове
to distinguishразграничат betweenмежду linesлинии,
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Всички те ползват различни цветове
да обозначават различните линии,
02:28
all of them use simpleпрост symbolsсимволи
to distinguishразграничат betweenмежду typesвидове of stationsстанции.
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всички ползват прости символи
да отличават типовете станции.
02:32
They all are partчаст
of a universalуниверсален languageезик, seeminglyпривидно.
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Всички те са част от универсален език,
очевидно.
02:35
I betзалагане HarryХари BeckБек wouldn'tне би have knownизвестен
what a userпотребител interfaceинтерфейс was,
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Обзалагам се, че Хари Бек е нямал идея
какво е потребителски интерфейс,
02:39
but that's really what he designedпроектиран
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но точно това е създал.
02:41
and he really tookвзеха that challengeпредизвикателство
and brokeсчупи it down to threeтри principlesпринципи
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И приемайки предизвикателството
го е разбил на 3 принципа,
02:45
that I think can be appliedприложен
in nearlyпочти any designдизайн problemпроблем.
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които могат да се приложат
в почти всеки дизайн.
02:47
First one is focusфокус.
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Първият е фокус.
02:49
FocusФокус on who you're doing this for.
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Фокус върху това за кого го правиш?
02:51
The secondвтори principleпринцип is simplicityпростота.
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Вторият принцип - опростеност.
02:53
What's the shortestнай-краткия way
to deliverдоставям that need?
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Как най-бързо да задоволим
дадената потребност?
02:56
FinallyНакрая, the last thing is:
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И накрая, последното нещо:
02:58
ThinkingМислене in a cross-disciplinaryинтердисциплинарна way.
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Мултидисциплинарно мислене.
03:00
Who would'veще съм thought
that an electricalелектрически engineerинженер
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Кой би си помислил, че електроинженер
03:03
would be the personчовек to holdдържа the keyключ
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ще открие начин
03:05
to unlockотключване what was then one of the mostнай-много
complicatedсложен systemsсистеми in the worldсвят --
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да разплете една от тогавашните
най-сложни системи в света.
03:10
all startedзапочна by one guy
with a pencilмолив and an ideaидея.
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И всичко започва с един човек
с молив и идея.
Translated by Pavlina Koleva
Reviewed by Anton Hikov

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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