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 Beirut: El geni del mapa del metro de Londres

Filmed:
1,052,555 views

La llegenda del disseny Michael Beirut explica la història de l'èxit accidental d'un dels mapes més famosos del món: el del metro de Londres.
- 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 historyhistòria of civilizationcivilització,
in some waysmaneres, is a historyhistòria of mapsmapes:
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La història de la civilització és,
en certa manera, la història dels mapes:
00:16
How have we come to understandentendre
the worldmón around us?
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Com hem arribat a entendre
el món que ens envolta?
00:19
One of the mostla majoria famousfamós mapsmapes worksfunciona
because it really isn't a mapmapa at all.
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Un dels mapes més famosos funciona
perquè no és realment un mapa.
00:23
[SmallPetit thing. BigGran ideaidea.]
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[Coses petites, idees grans.]
00:27
[MichaelMichael BierutBierut on
the LondonLondres TubeTub MapMapa]
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[Michael Beirut:
el Mapa del metro de Londres]
00:29
The LondonLondres UndergroundUnderground
cameva venir togetherjunts in 1908,
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El metro de Londres
es va unificar el 1908,
00:32
when eightvuit differentdiferent
independentindependent railwaysFerrocarrils mergedfusionat
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quan vuit línies independents
es van fusionar
00:35
to createcrear a singlesolter systemsistema.
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per crear un únic sistema.
00:37
They needednecessari a mapmapa to representrepresentar that systemsistema
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Necessitaven un mapa per representar-lo
00:39
so people would know where to ridepasseig.
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per tal que la gent sabés on anar.
00:41
The mapmapa they madefet is complicatedcomplicat.
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El mapa que havien fet era molt complicat.
00:44
You can see riversrius,
bodiescossos of wateraigua, treesarbres and parksparcs --
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Hi havia rius, masses d'aigua,
arbres i parcs.
00:47
the stationsestacions were all crammedamuntegats togetherjunts
at the centercentre of the mapmapa,
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Les estacions estaven amuntagades
al centre del mapa,
00:50
and out in the peripheryperifèria, there were some
that couldn'tno podia even fiten forma on the mapmapa.
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i a la perifèria, n'hi havia
que en quedaven fora.
El mapa era geogràficament precís,
però no gaire útil.
00:53
So the mapmapa was geographicallygeogràficament accurateprecís,
but maybe not so usefulútil.
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00:58
EnterEntrar HarryHarry BeckBeck.
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I va arribar Harry Beck.
00:59
HarryHarry BeckBeck was a 29-year-old-anys
engineeringenginyeria draftsmandibuixant
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Harry Beck era un enginyer delineant
de 29 anys
01:03
who had been workingtreball on and off
for the LondonLondres UndergroundUnderground.
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que ja havia treballat esporàdicament
pel metro de Londres.
01:06
And he had a keyclau insightperspicàcia,
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Tenia una visió clau:
01:07
and that was that people
ridingmuntar a cavall undergroundsubterrani in trainstrens
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a la gent que viatja en vagons de metro,
01:11
don't really carecura
what's happeningpassant abovegroundfotosintètiques.
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no els interessa
el que passa a l'exterior.
01:13
They just want to get
from stationestació to stationestació --
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Només volen anar
d'una estació a una altra.
01:16
"Where do I get on? Where do I get off?"
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"On pujo? On baixo?"
01:18
It's the systemsistema that's importantimportant,
not the geographyGeografia.
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El sistema és important,
no la geografia.
01:21
He's takenpresa this complicatedcomplicat
messdesordre of spaghettiespaguetis,
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Va agafar aquesta barreja d'espaguetis
01:24
and he's simplifiedsimplificat it.
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i ho va simplificar.
01:25
The lineslínies only go in threetres directionsadreces:
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Les línies només van en tres direccions:
01:27
they're horizontalhoritzontal, they're verticalvertical,
or they're 45 degreesgraus.
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horitzontal, vertical
o en un angle de 45º.
01:31
LikewiseDe la mateixa manera, he spacedespaiats the stationsestacions equallyigualment,
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A més, les estacions
estan repartides uniformement,
01:34
he's madefet everycada stationestació colorcolor
correspondcorresponen to the colorcolor of the linelínia,
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el color de cada estació
correspon al color de la línia
01:38
and he's fixedfix it all
so that it's not really a mapmapa anymoremés.
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i tot plegat queda resolt
de manera que ja no és un mapa.
01:42
What it is is a diagramdiagrama,
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De fet, és un diagrama,
01:44
just like circuitrycircuits,
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com un circuit.
01:45
exceptexcepte the circuitrycircuits here
isn't wirescables conductingrealitzant electronselectrons,
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Tot i que aquest circuit
no està fet de cables,
01:49
it's tubestubs containingque contenen trainstrens
conductingrealitzant people from placelloc to placelloc.
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sinó de túnels per a trens
que duen gent d'un lloc a un altre.
01:53
In 1933, the UndergroundUnderground decidedva decidir, at last,
to give HarryHarry Beck'sDe Beck mapmapa a try.
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El 1933 el Metro va decidir, per fi,
donar una oportunitat al mapa de Beck.
01:59
The UndergroundUnderground did a testprova runcorrer
of a thousandmilers of these mapsmapes, pocket-sizemida de butxaca.
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El Metro va fer una prova:
imprimir mil mapes de butxaca.
02:02
They were gones'ha anat in one hourhores.
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Es van acabar en una hora.
02:04
They realizedadonar-se'n they were ontosobre something,
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Es van adonar que anaven
pel bon camí.
02:05
they printedimprès 750,000 more,
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En van imprimir 750.000 més
02:08
and this is the mapmapa that you see todayavui.
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i aquest és el mapa que veiem avui dia.
02:10
Beck'sDe Beck designdisseny really becamees va convertir the templateplantilla
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El disseny de Beck va ser el model
02:13
for the way we think of metrometro mapsmapes todayavui.
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per la resta de mapes de metro actuals:
02:15
TokyoTòquio, ParisParís, BerlinBerlín, São PauloPaulo,
SydneySydney, WashingtonWashington, D.C. --
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Tòquio, París, Berlín, São Paulo,
Sydney, Washington...
02:20
all of them convertconvertir complexcomplex geographyGeografia
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Tots converteixen una geografia complexa
02:23
into crispcruixent geometrygeometria.
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en geometria definida.
02:25
All of them use differentdiferent colorscolors
to distinguishdistingir betweenentre lineslínies,
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Fan servir colors diferents
per distingir les línies,
02:28
all of them use simplesenzill symbolssímbols
to distinguishdistingir betweenentre typestipus of stationsestacions.
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utilitzen símbols simples
per diferenciar els tipus d'estacions.
02:32
They all are partpart
of a universaluniversal languagellenguatge, seeminglyaparentment.
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Aparentment, tots formen part
d'un llenguatge universal.
02:35
I betaposta HarryHarry BeckBeck wouldn'tno ho faria have knownconegut
what a userusuari interfaceinterfície was,
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Segur que Beck no sabia
què era una interfície d'usuari,
02:39
but that's really what he designeddissenyat
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però és el que va dissenyar.
02:41
and he really tookva prendre that challengedesafiament
and brokees va trencar it down to threetres principlesprincipis
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Va acceptar el repte
i ho va dividir en tres principis bàsics
02:45
that I think can be appliedaplicat
in nearlygairebé any designdisseny problemproblema.
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que es poden aplicar
a qualsevol problema de disseny.
02:47
First one is focusenfocament.
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El primer és centrar-se.
02:49
FocusFocus on who you're doing this for.
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Centrar-se en per a qui ho fas.
02:51
The secondsegon principleprincipi is simplicitysenzillesa.
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El segon és la simplicitat.
02:53
What's the shortestmés curt way
to deliverlliurar that need?
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Quina és la manera més senzilla
de resoldre-ho?
02:56
FinallyFinalment, the last thing is:
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Finalment, l'últim principi és
02:58
ThinkingPensament in a cross-disciplinarytransversals way.
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pensar de manera transversal.
03:00
Who would'vevols he thought
that an electricalelèctrica engineerenginyer
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Qui hauria dit
que un enginyer elèctric
03:03
would be the personpersona to holdaguantar the keyclau
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seria la persona que tindria
la clau per desxifrar
03:05
to unlockobrir what was then one of the mostla majoria
complicatedcomplicat systemssistemes in the worldmón --
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un dels sistemes més complicats del món?
Tot va començar amb un home,
un llapis i una idea.
03:10
all startedva començar by one guy
with a pencilllapis and an ideaidea.
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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