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

مایکل بایرت: نبوغ نقشه متروی لندن

Filmed:
1,052,555 views

افسانه طراحی مایکل بایرت داستان موفقیت تصادفی یکی از مشهورترین نقشه‌های دنیا را تعریف می‌کند -- نقشه متروی لندن.
- 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 historyتاریخ of civilizationتمدن,
in some waysراه ها, is a historyتاریخ of mapsنقشه ها:
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تاریخ تمدن از جهاتی تاریخ نقشه‌هاست:
00:16
How have we come to understandفهمیدن
the worldجهان around us?
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چطور توانسته‌ایم
دنیای اطرافمان را درک کنیم؟
00:19
One of the mostاکثر famousمشهور mapsنقشه ها worksآثار
because it really isn't a mapنقشه at all.
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یکی از مشهورترین نقشه‌ها کار می‌کند
چون در واقع اصلاً نقشه نیست.
00:23
[Smallکوچک thing. Bigبزرگ ideaاندیشه.]
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[چیز کوچک. ایده بزرگ.]
00:27
[Michaelمایکل BierutBierut on
the Londonلندن Tubeلوله Mapنقشه]
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[مایکل بایرت و نقشه متروی لندن]
00:29
The Londonلندن Undergroundزیرزمینی
cameآمد togetherبا یکدیگر in 1908,
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راه‌آهن زیرزمینی لندن در سال ۱۹۰۸ تمام شد،
00:32
when eightهشت differentناهمسان
independentمستقل railwaysراه آهن mergedادغام شد
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وقتی که هشت خط آهن مستقل مختلف یکی شدند
00:35
to createايجاد كردن a singleتنها systemسیستم.
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و یک سیستم یکپارچه را ساختند.
00:37
They neededمورد نیاز است a mapنقشه to representنمایندگی that systemسیستم
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به نقشه‌ای نیاز بود
که آن سیستم را نمایش دهد
00:39
so people would know where to rideسوار شدن.
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تا مردم بدانند کجا سوار شوند.
00:41
The mapنقشه they madeساخته شده is complicatedبغرنج.
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نقشه‌ای که ساختند بسیار پیچیده بود.
00:44
You can see riversرودخانه ها,
bodiesبدن of waterاب, treesدرختان and parksپارک ها --
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می‌توانستید رودها، آب‌ها،
درختان و پارک‌ها را ببینید --
00:47
the stationsایستگاه ها were all crammedپر شده togetherبا یکدیگر
at the centerمرکز of the mapنقشه,
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ایستگاه‌ها همگی در مرکز نقشه
چپانده شده بودند،
00:50
and out in the peripheryحاشیه, there were some
that couldn'tنمی توانستم even fitمناسب on the mapنقشه.
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و بیرون در حاشیه، چند ایستگاه بود
که حتی روی نقشه جا نمی‌شدند.
00:53
So the mapنقشه was geographicallyاز لحاظ جغرافیایی accurateدقیق,
but maybe not so usefulمفید است.
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پس نقشه از نظر جغرافیایی دقیق بود
اما احتمالاً خیلی قابل استفاده نبود.
00:58
Enterوارد Harryهری Beckبک.
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هری بک وارد می‌شود.
00:59
Harryهری Beckبک was a 29-year-oldساله
engineeringمهندسی draftsmanطراح
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هری بک یک مهندس نقشه‌کش ۲۹ ساله بود
01:03
who had been workingکار کردن on and off
for the Londonلندن Undergroundزیرزمینی.
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که به صورت منقطع
برای متروی لندن کار کرده بود.
01:06
And he had a keyکلیدی insightبینش، بصیرت، درون بینی,
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و او بینشی کلیدی داشت،
01:07
and that was that people
ridingسواری undergroundزیرزمینی in trainsقطارها
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و آن این بود که مردمی
که زیرزمین با قطار سفر می‌کنند
01:11
don't really careاهميت دادن
what's happeningاتفاق می افتد abovegroundبالای زمین.
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خیلی اهمیت نمی‌دهند
روی زمین چه اتفاقی می‌افتد.
01:13
They just want to get
from stationایستگاه to stationایستگاه --
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آنها فقط می‌خواهند
از ایستگاهی به ایستگاه دیگر برسند --
01:16
"Where do I get on? Where do I get off?"
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«کجا سوار شوم؟ کجا پیاده شوم؟»
01:18
It's the systemسیستم that's importantمهم,
not the geographyجغرافیا.
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سیستم است که اهمیت دارد نه جغرافیا.
01:21
He's takenگرفته شده this complicatedبغرنج
messبهم ریختگی of spaghettiماکارونی,
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او پیچیدگی را از آن
اسپاگتی در هم پیچیده گرفت
01:24
and he's simplifiedساده شده it.
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و آن را ساده کرد.
01:25
The linesخطوط only go in threeسه directionsجهت ها:
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خطوط فقط در سه جهت حرکت می‌کردند:
01:27
they're horizontalافقی, they're verticalعمودی,
or they're 45 degreesدرجه.
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افقی، عمودی، یا با زاویه ۴۵ درجه.
01:31
Likewiseبه همین ترتیب, he spacedفاصله the stationsایستگاه ها equallyبه همان اندازه,
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همین طور، فاصله
ایستگاه‌ها را هم یکسان کرد،
01:34
he's madeساخته شده everyهرکدام stationایستگاه colorرنگ
correspondمطابقت to the colorرنگ of the lineخط,
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او هر ایستگاه را
بر اساس رنگ همان خط رنگ کرد،
01:38
and he's fixedدرست شد it all
so that it's not really a mapنقشه anymoreدیگر.
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و کاری کرد که در نهایت
دیگر در واقع آن یک نقشه نبود.
01:42
What it is is a diagramنمودار,
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بلکه یک نمودار بود،
01:44
just like circuitryمدار مدار,
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درست مثل مدار برق،
01:45
exceptبجز the circuitryمدار مدار here
isn't wiresسیم ها conductingانجام electronsالکترون ها,
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با این تفاوت که مدار اینجا
سیم‌های انتقال دهنده الکترون نیست،
01:49
it's tubesلوله ها containingحاوی trainsقطارها
conductingانجام people from placeمحل to placeمحل.
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تونل‌های حاوی قطار است
که مردم را از جایی به جای دیگر می‌رسانند.
01:53
In 1933, the Undergroundزیرزمینی decidedقرار بر این شد, at last,
to give Harryهری Beck'sبک mapنقشه a try.
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در سال ۱۹۳۳، سازمان قطار شهری بالاخره
تصمیم گرفت فرصتی به نقشه هری بک بدهد.
01:59
The Undergroundزیرزمینی did a testتست runاجرا کن
of a thousandهزار of these mapsنقشه ها, pocket-sizeاندازه جیبی.
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قطار شهری به صورت آزمایشی هزار عدد
از آن نقشه را در ابعاد جیبی چاپ کرد.
در یک ساعت همه آنها را بردند.
02:02
They were goneرفته in one hourساعت.
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02:04
They realizedمتوجه شدم they were ontoبه سوی something,
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آنها فهمیدند که در راه درست هستند،
02:05
they printedچاپ شده 750,000 more,
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و ۷۵۰٫۰۰۰ نسخه دیگر چاپ کردند،
02:08
and this is the mapنقشه that you see todayامروز.
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و این نقشه‌ایست که امروز می‌بینید.
02:10
Beck'sبک designطرح really becameتبدیل شد the templateقالب
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طرح بک در واقع به الگوی
02:13
for the way we think of metroمترو mapsنقشه ها todayامروز.
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طرز فکر امروزی ما درباره نقشه مترو بدل شد.
02:15
Tokyoتوکیو, Parisپاریس, Berlinبرلین, São Pauloپائولو,
Sydneyسیدنی, Washingtonواشنگتن, D.C. --
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توکیو، پاریس، برلین، ساوپائولو،
سیدنی، واشنگتن، دی. سی. --
02:20
all of them convertتبدیل complexپیچیده geographyجغرافیا
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همه آنها جغرافیای پیچیده را
02:23
into crispترد geometryهندسه.
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به هندسه شکننده تبدیل کردند.
02:25
All of them use differentناهمسان colorsرنگ ها
to distinguishتمیز دادن betweenبین linesخطوط,
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همه آنها از رنگ‌های مختلف
برای متمایز کردن خطوط استفاده می‌کنند،
02:28
all of them use simpleساده symbolsنمادها
to distinguishتمیز دادن betweenبین typesانواع of stationsایستگاه ها.
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همه آنها از نمادهای ساده برای متمایز کردن
انواع مختلف ایستگاه‌ها استفاده می‌کنند.
02:32
They all are partبخشی
of a universalجهانی است languageزبان, seeminglyظاهرا.
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ظاهراً همه آنها بخشی از زبان جهانی هستند.
02:35
I betشرط Harryهری Beckبک wouldn'tنمی خواهم have knownشناخته شده
what a userکاربر interfaceرابط was,
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شرط می‌بندم هری بک
نمی‌دانسته رابط کاربر چیست،
02:39
but that's really what he designedطراحی شده
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اما در واقع آن همان چیزی است
که او طراحی کرد
02:41
and he really tookگرفت that challengeچالش
and brokeشکست it down to threeسه principlesاصول
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و او واقعاً آن چالش را گرفت
و به سه اصل تقسیم کرد
02:45
that I think can be appliedکاربردی
in nearlyتقریبا any designطرح problemمسئله.
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که من فکر می‌کنم می‌تواند
تقریباً به هر مسئله طراحی اعمال شود.
02:47
First one is focusتمرکز.
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اول تمرکز است.
02:49
Focusتمرکز on who you're doing this for.
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تمرکز بر کسی که دارید
این کار را برای او می‌کنید.
02:51
The secondدومین principleاصل is simplicityسادگی.
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اصل دوم سادگی است.
02:53
What's the shortestکوتاه ترین way
to deliverارائه that need?
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کوتاه‌ترین راه
برآورده کردن آن نیاز چیست؟
02:56
Finallyسرانجام, the last thing is:
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در نهایت، آخرین چیز این است که:
02:58
Thinkingفكر كردن in a cross-disciplinaryمتقابل انضباطی way.
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فکر کردن به صورت تقابل چند رشته‌ای.
03:00
Who would'veمی خواهم thought
that an electricalالکتریکی engineerمهندس
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چه کسی فکر می‌کرد که یک مهندس برق
03:03
would be the personفرد to holdنگه دارید the keyکلیدی
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کسی است که کلید قفلی را دارد
03:05
to unlockباز کردن what was then one of the mostاکثر
complicatedبغرنج systemsسیستم های in the worldجهان --
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که آن زمان یکی از
پیچیده‌ترین سیستم‌های جهان بود --
03:10
all startedآغاز شده by one guy
with a pencilمداد and an ideaاندیشه.
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همه این‌ها با یک نفر
و یک مداد و یک ایده شروع شد.
Translated by Sadegh Zabihi
Reviewed by Mary Jane

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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

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