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: Die geniale Karte der Londoner U-Bahn

Filmed:
1,052,555 views

Design-Legende Michael Bierut erzählt die Geschichte des überraschenden Erfolgs einer der berühmtesten Karten der Welt – der Karte der Londoner U-Bahn.
- 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 historyGeschichte of civilizationZivilisation,
in some waysWege, is a historyGeschichte of mapsKarten:
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Die Geschichte von Kultur
ist irgendwie eine Geschichte von Karten:
00:16
How have we come to understandverstehen
the worldWelt around us?
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Wie verstehen wir die Welt um uns herum?
00:19
One of the mostdie meisten famousberühmt mapsKarten worksWerke
because it really isn't a mapKarte at all.
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Eine der berühmtesten Karten funktioniert,
weil sie keine echte Karte ist.
00:23
[SmallKleine thing. BigGroß ideaIdee.]
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[Kleines Ding. Große Idee.]
00:27
[MichaelMichael BierutBierut on
the LondonLondon TubeRohr MapKarte]
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[Michael Bierut:
Die Karte der Londoner U-Bahn]
00:29
The LondonLondon UndergroundU-Bahn
camekam togetherzusammen in 1908,
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Die Londoner U-Bahn entstand 1908,
00:32
when eightacht differentanders
independentunabhängig railwaysEisenbahn mergedzusammengeführt
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als sich 8 verschiedene
Eisenbahnen verbanden,
00:35
to createerstellen a singleSingle systemSystem.
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ein einziges System zu bilden.
00:37
They needederforderlich a mapKarte to representvertreten that systemSystem
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Sie brauchten dafür eine Karte,
damit die Leute wussten,
00:39
so people would know where to rideReiten.
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wohin sie fuhren.
00:41
The mapKarte they madegemacht is complicatedkompliziert.
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Die Karte, die sie machten,
ist kompliziert.
00:44
You can see riversFlüsse,
bodiesKörper of waterWasser, treesBäume and parksParks --
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Sie enthält Flüsse, Seen, Bäume und Parks;
00:47
the stationsStationen were all crammedvollgestopft togetherzusammen
at the centerCenter of the mapKarte,
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im Zentrum lagen
die Haltestellen eng beieinander,
00:50
and out in the peripheryPeripherie, there were some
that couldn'tkonnte nicht even fitpassen on the mapKarte.
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während am Rand einige
nicht mehr auf die Karte passten.
00:53
So the mapKarte was geographicallygeografisch accurategenau,
but maybe not so usefulsinnvoll.
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Die Karte war räumlich exakt,
aber nicht sehr nützlich.
00:58
EnterGeben Sie HarryHarry BeckBeck.
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Auftritt Harry Beck.
00:59
HarryHarry BeckBeck was a 29-year-old-Jahr alt
engineeringIngenieurwesen draftsmanZeichner
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Harry Beck war ein 29-jähriger
technischer Zeichner,
01:03
who had been workingArbeiten on and off
for the LondonLondon UndergroundU-Bahn.
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der ab und an für
die Londoner U-Bahn arbeitete.
01:06
And he had a keySchlüssel insightEinblick,
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Er hatte die Einsicht, dass Leute,
01:07
and that was that people
ridingReiten undergroundunter Tage in trainsZüge
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die unterirdisch in Zügen fuhren,
01:11
don't really carePflege
what's happeningHappening abovegroundoberirdische.
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sich nicht kümmerten,
was über dem Boden los war.
01:13
They just want to get
from stationBahnhof to stationBahnhof --
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Sie wollten nur von Station zu Station:
01:16
"Where do I get on? Where do I get off?"
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"Wo muss ich einsteigen? Wo aus?"
01:18
It's the systemSystem that's importantwichtig,
not the geographyGeographie.
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Das System ist wichtig,
nicht die Geografie.
01:21
He's takengenommen this complicatedkompliziert
messChaos of spaghettiSpaghetti,
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Er nahm diese komplizierten Spaghetti
01:24
and he's simplifiedvereinfacht it.
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und vereinfachte sie.
01:25
The linesLinien only go in threedrei directionsRichtungen:
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Die Linien laufen in nur 3 Richtungen:
01:27
they're horizontalhorizontal, they're verticalvertikal,
or they're 45 degreesGrad.
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waagerecht, senkrecht,
oder in 45° Neigung.
01:31
LikewiseEbenso, he spacedAbstand the stationsStationen equallygleichermaßen,
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Haltestellen verteilte er gleichmäßig
01:34
he's madegemacht everyjeden stationBahnhof colorFarbe
correspondentsprechen to the colorFarbe of the lineLinie,
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und gab jeder Station
die Farbe ihrer Linie.
01:38
and he's fixedFest it all
so that it's not really a mapKarte anymorenicht mehr.
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Er änderte alles so,
dass es keine Karte mehr ist.
01:42
What it is is a diagramDiagramm,
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Es ist ein Diagramm.
01:44
just like circuitrySchaltung,
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Wie ein Schaltplan,
01:45
exceptaußer the circuitrySchaltung here
isn't wiresDrähte conductingleitend electronsElektronen,
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nur dass hier keine Drähte
Elektronen leiten,
01:49
it's tubesRöhren containingenthält trainsZüge
conductingleitend people from placeOrt to placeOrt.
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sondern Tunnel mit Zügen
leiten Leute von Ort zu Ort.
01:53
In 1933, the UndergroundU-Bahn decidedbeschlossen, at last,
to give HarryHarry Beck'sBecks mapKarte a try.
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1933 entschied die U-Bahn endlich,
Harry Becks Karte auszuprobieren.
01:59
The UndergroundU-Bahn did a testTest runLauf
of a thousandtausend of these mapsKarten, pocket-sizeTaschengröße.
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Die "Underground" testete sie
mit 1.000 Karten in Taschengröße.
02:02
They were goneWeg in one hourStunde.
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In 1 Stunde vergriffen.
02:04
They realizedrealisiert they were ontoauf zu something,
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Sie erkannten das Potential
02:05
they printedgedruckt 750,000 more,
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und druckten weitere 750.000.
02:08
and this is the mapKarte that you see todayheute.
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Das ist die Karte, die man heute sieht.
02:10
Beck'sBecks designEntwurf really becamewurde the templateVorlage
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Becks Design wurde zur Vorlage,
02:13
for the way we think of metroMetro mapsKarten todayheute.
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wie wir U-Bahn-Karten erwarten.
02:15
TokyoTokyo, ParisParis, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tokyo, Paris, Berlin, São Paulo,
Sydney, Washington …
02:20
all of them convertkonvertieren complexKomplex geographyGeographie
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Sie alle wandeln komplexe Geografie
02:23
into crispCrisp geometryGeometrie.
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in knackige Geometrie um.
02:25
All of them use differentanders colorsFarben
to distinguishunterscheiden betweenzwischen linesLinien,
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Linien unterscheiden sich nach Farbe.
02:28
all of them use simpleeinfach symbolsSymbole
to distinguishunterscheiden betweenzwischen typesTypen of stationsStationen.
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Einfache Symbole unterscheiden
die Arten von Haltestellen.
02:32
They all are partTeil
of a universalUniversal- languageSprache, seeminglyscheinbar.
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Alle sind wie Teile
einer allgemeingültigen Sprache.
02:35
I betWette HarryHarry BeckBeck wouldn'twürde nicht have knownbekannt
what a userBenutzer interfaceSchnittstelle was,
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Ich wette, Harry Beck kannte
keine Benutzerschnittstelle,
02:39
but that's really what he designedentworfen
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aber tatsächlich schuf er eine,
02:41
and he really tookdauerte that challengeHerausforderung
and brokepleite it down to threedrei principlesPrinzipien
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und er entschlüsselte dabei 3 Prinzipien,
02:45
that I think can be appliedangewendet
in nearlyfast any designEntwurf problemProblem.
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die sich auf jede Design-Aufgabe
anwenden lassen.
02:47
First one is focusFokus.
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Erstens der Brennpunkt:
02:49
FocusFokus on who you're doing this for.
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Den Fokus darauf, für wen man das macht.
02:51
The secondzweite principlePrinzip is simplicityEinfachheit.
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Zweitens Einfachheit:
02:53
What's the shortestkürzeste way
to deliverliefern that need?
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Wie ist das Bedürfnis
am einfachsten zu erfüllen?
02:56
FinallySchließlich, the last thing is:
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Und zum Schluss:
02:58
ThinkingDenken in a cross-disciplinaryinterdisziplinäre way.
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Bereichsübergreifendes Denken.
03:00
Who would'vewürde haben thought
that an electricalelektrisch engineerIngenieur
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Wer hätte gedacht,
ein technischer Zeichner
03:03
would be the personPerson to holdhalt the keySchlüssel
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wäre die Person mit dem Schlüssel
03:05
to unlockEntsperren what was then one of the mostdie meisten
complicatedkompliziert systemsSysteme in the worldWelt --
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zum damals kompliziertesten
System der Welt –
03:10
all startedhat angefangen by one guy
with a pencilBleistift and an ideaIdee.
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alles fing mit einem Typen an,
mit einem Stift und einer Idee.
Translated by Frank Klein
Reviewed by Andreas Herzog

▲Back to top

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

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