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

Filmed:
1,052,555 views

Design legend Michael Bierut tells the story of the accidental success of one of the most famous maps in the world -- the London Tube Map.
- 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 history of civilization,
in some ways, is a history of maps:
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How have we come to understand
the world around us?
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One of the most famous maps works
because it really isn't a map at all.
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[Small thing. Big idea.]
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[Michael Bierut on
the London Tube Map]
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The London Underground
came together in 1908,
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when eight different
independent railways merged
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to create a single system.
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They needed a map to represent that system
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so people would know where to ride.
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The map they made is complicated.
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You can see rivers,
bodies of water, trees and parks --
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the stations were all crammed together
at the center of the map,
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and out in the periphery, there were some
that couldn't even fit on the map.
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So the map was geographically accurate,
but maybe not so useful.
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Enter Harry Beck.
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Harry Beck was a 29-year-old
engineering draftsman
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who had been working on and off
for the London Underground.
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And he had a key insight,
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and that was that people
riding underground in trains
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don't really care
what's happening aboveground.
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They just want to get
from station to station --
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"Where do I get on? Where do I get off?"
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It's the system that's important,
not the geography.
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He's taken this complicated
mess of spaghetti,
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and he's simplified it.
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The lines only go in three directions:
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they're horizontal, they're vertical,
or they're 45 degrees.
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Likewise, he spaced the stations equally,
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he's made every station color
correspond to the color of the line,
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and he's fixed it all
so that it's not really a map anymore.
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What it is is a diagram,
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just like circuitry,
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except the circuitry here
isn't wires conducting electrons,
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it's tubes containing trains
conducting people from place to place.
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In 1933, the Underground decided, at last,
to give Harry Beck's map a try.
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The Underground did a test run
of a thousand of these maps, pocket-size.
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They were gone in one hour.
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They realized they were onto something,
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they printed 750,000 more,
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and this is the map that you see today.
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Beck's design really became the template
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for the way we think of metro maps today.
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Tokyo, Paris, Berlin, São Paulo,
Sydney, Washington, D.C. --
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all of them convert complex geography
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into crisp geometry.
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All of them use different colors
to distinguish between lines,
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all of them use simple symbols
to distinguish between types of stations.
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They all are part
of a universal language, seemingly.
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I bet Harry Beck wouldn't have known
what a user interface was,
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but that's really what he designed
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and he really took that challenge
and broke it down to three principles
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that I think can be applied
in nearly any design problem.
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First one is focus.
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Focus on who you're doing this for.
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The second principle is simplicity.
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What's the shortest way
to deliver that need?
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Finally, the last thing is:
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Thinking in a cross-disciplinary way.
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Who would've thought
that an electrical engineer
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would be the person to hold the key
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to unlock what was then one of the most
complicated systems in the world --
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all started by one guy
with a pencil and an idea.
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Translated by Krystian Aparta
Reviewed by Camille Martínez

▲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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