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

माइकल बेइरूट: लंदन ट्यूब मानचित्र की प्रतिभा

Filmed:
1,052,555 views

डिजाइन किंवदंती माइकल बेइरूट दुनिया के सबसे मशहूर मानचित्रों में से एक, लंदन ट्यूब मानचित्र की आकस्मिक सफलता की कहानी बताती है।
- 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 historyइतिहास of civilizationसभ्यता,
in some waysतरीके, is a historyइतिहास of mapsनक्शे:
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सभ्यता का इतिहास,
कुछ मायनों में, नक्शे का इतिहास है:
00:16
How have we come to understandसमझना
the worldविश्व around us?
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हम अपने आसपास की दुनिया कैसे समझते हैं?
00:19
One of the mostअधिकांश famousप्रसिद्ध mapsनक्शे worksकाम करता है
because it really isn't a mapनक्शा at all.
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सबसे मशहूर मानचित्रों में से एक काम करता
है क्योंकि यह वास्तव में एक नक्शा नहीं है।
00:23
[Smallछोटे thing. Bigबड़ा ideaविचार.]
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[छोटी चीज़ें। बड़ा विचार।]
00:27
[Michaelमाइकल BierutBierut on
the Londonलंदन Tubeट्यूब Mapनक्शा]
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[माइकल बेइरूट लंदन ट्यूब मानचित्र पर]
00:29
The Londonलंदन Undergroundभूमिगत
cameआ गया togetherसाथ में in 1908,
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द लंदन अंडरग्राउंड 1908 में बना,
00:32
when eightआठ differentविभिन्न
independentस्वतंत्र railwaysरेलवे mergedविलय होना
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जब आठ अलग स्वतंत्र रेलवे का विलय हुआ
00:35
to createसर्जन करना a singleएक systemप्रणाली.
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एक प्रणाली बनाने के लिए।
00:37
They neededजरूरत है a mapनक्शा to representका प्रतिनिधित्व that systemप्रणाली
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उन्हें उस प्रणाली केलिए एक
मानचित्र की आवश्यकता थी
00:39
so people would know where to rideसवारी.
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तो लोगों को पता चलेगा कि सवारी कहाँ करें।
00:41
The mapनक्शा they madeबनाया गया is complicatedउलझा हुआ.
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उन्होंने जो नक्शा बनाया वह जटिल है।
00:44
You can see riversनदियों,
bodiesशव of waterपानी, treesपेड़ and parksपार्कों --
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आप नदियों को देख सकते हैं,
पानी, पेड़ और पार्क के निकायों -
00:47
the stationsस्टेशनों were all crammedcrammed togetherसाथ में
at the centerकेंद्र of the mapनक्शा,
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सभी स्टेशन मानचित्र के केंद्र में ठूंसे थे
00:50
and out in the peripheryपरिधि, there were some
that couldn'tनहीं कर सका even fitफिट on the mapनक्शा.
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और कुछ परिधि में बाहर थे,
जो नक्शे पर भी फिट नहीं हो पा रहे थे।
00:53
So the mapनक्शा was geographicallyभौगोलिक accurateशुद्ध,
but maybe not so usefulउपयोगी.
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तो नक्शा भौगोलिक दृष्टि से सटीक था,
लेकिन शायद इतना उपयोगी नहीं है।
00:58
Enterदर्ज Harryहैरी Beckबैक.
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हैरी बेक आए।
00:59
Harryहैरी Beckबैक was a 29-year-old-साल पुराना
engineeringअभियांत्रिकी draftsmanड्राफ्ट्समैन
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हैरी बेक 29 वर्षीय
इंजीनियरिंग ड्राफ्ट्समैन थे
01:03
who had been workingकाम कर रहे on and off
for the Londonलंदन Undergroundभूमिगत.
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जो लंदन भूमिगत के लिए
कभी-कभी काम कर रहे थे।
और उसके पास एक महत्वपूर्ण अंतर्दृष्टि थी,
01:06
And he had a keyकुंजी insightअंतर्दृष्टि,
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01:07
and that was that people
ridingसवारी undergroundभूमिगत in trainsगाड़ियों
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और वह था कि लोग
ट्रेनों में भूमिगत सवारी
उपरोक्त क्या हो रहा है,
उसकी वास्तव में परवाह नहीं करते हैं।
01:11
don't really careदेखभाल
what's happeningहो रहा है abovegroundAboveground.
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01:13
They just want to get
from stationस्टेशन to stationस्टेशन --
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वे बस एक स्टेशन से दूसरे स्टेशन
तक सफर करना चाहते हैं-
01:16
"Where do I get on? Where do I get off?"
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"मैं कहां से मिलता हूं?
मैं कहां से निकलता हूं?"
01:18
It's the systemप्रणाली that's importantजरूरी,
not the geographyभूगोल.
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यह वह प्रणाली है जो महत्वपूर्ण है,
भूगोल नहीं।
01:21
He's takenलिया this complicatedउलझा हुआ
messगड़बड़ of spaghettiस्पघेटी,
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उसने यह जटिल लिया है,
स्पेगेटी की अव्यवस्था की तरह,
01:24
and he's simplifiedसरलीकृत it.
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और उसने इसे सरल बना दिया है।
01:25
The linesपंक्तियां only go in threeतीन directionsदिशाओं:
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रेखाएं केवल तीन दिशाओं में जाती हैं:
01:27
they're horizontalक्षैतिज, they're verticalखड़ा,
or they're 45 degreesडिग्री.
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वे क्षैतिज हैं, वे लंबवत हैं,
या वे 45 डिग्री हैं।
01:31
Likewiseइसी तरह, he spacedस्थान the stationsस्टेशनों equallyसमान रूप से,
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इसी तरह, उन्होंने स्टेशनों को
समान अन्तराल में बनाया,
01:34
he's madeबनाया गया everyप्रत्येक stationस्टेशन colorरंग
correspondसंगत to the colorरंग of the lineलाइन,
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उसने हर स्टेशन का रंग गाड़ी के रंग के
अनुरूप बनाया है,
01:38
and he's fixedस्थिर it all
so that it's not really a mapनक्शा anymoreअब.
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और उसने इसे ठीक कर दिया है
ताकि यह वास्तव में अब एक नक्शा नहीं है।
01:42
What it is is a diagramआरेख,
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यह एक आरेख है,
01:44
just like circuitryसर्किट,
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सर्किट्री की तरह,
01:45
exceptके सिवाय the circuitryसर्किट here
isn't wiresतारों conductingका आयोजन electronsइलेक्ट्रॉनों,
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यहां सर्किटरी को छोड़कर
इलेक्ट्रॉनों का संचालन तार नहीं है,
01:49
it's tubesट्यूबों containingयुक्त trainsगाड़ियों
conductingका आयोजन people from placeजगह to placeजगह.
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यह ट्रेनों युक्त ट्यूब है
लोगों को जगह से स्थानांतरित करना।
01:53
In 1933, the Undergroundभूमिगत decidedनिर्णय लिया, at last,
to give Harryहैरी Beck'sबैक की mapनक्शा a try.
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1933 में, अंडरग्राउंड ने आखिरकार
हैरी बेक के नक्शे का प्रयोग
करने का फैसला किया।
अंडरग्राउंड ने इन जेब आकार मानचित्रों
का टेस्ट रन एक हजार बार किया था ।
01:59
The Undergroundभूमिगत did a testपरीक्षण runरन
of a thousandहज़ार of these mapsनक्शे, pocket-sizeपॉकेट-साइज.
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02:02
They were goneगया हुआ in one hourघंटा.
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वे एक घंटे में चले गए थे।
02:04
They realizedएहसास हुआ they were ontoपर something,
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उन्होंने महसूस किया कि वे कुछ पर थे,
02:05
they printedमुद्रित 750,000 more,
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उन्होंने 750,000 और अधिक मुद्रित किए,
02:08
and this is the mapनक्शा that you see todayआज.
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और यह वह मानचित्र है जिसे आप आज देखते हैं।
02:10
Beck'sबैक की designडिज़ाइन really becameबन गया the templateटेम्पलेट
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बेक का डिजाइन वास्तव में टेम्पलेट बन गया
02:13
for the way we think of metroमेट्रो mapsनक्शे todayआज.
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जिस तरह से हम आज मेट्रो
मानचित्रों के बारे में सोचते हैं।
02:15
Tokyoटोक्यो, Parisपेरिस, Berlinबर्लिन, São Pauloपाउलो,
Sydneyसिडनी, Washingtonवाशिंगटन, D.C. --
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टोक्यो, पेरिस, बर्लिन, साओ पाउलो,
सिडनी, वाशिंगटन, डी.सी. -
02:20
all of them convertबदलना complexजटिल geographyभूगोल
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वे सभी जटिल भूगोल बदलते हैं
02:23
into crispकुरकुरा geometryज्यामिति.
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कुरकुरा ज्यामिति में।
02:25
All of them use differentविभिन्न colorsरंग की
to distinguishअंतर करना betweenके बीच linesपंक्तियां,
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वे सभी अलग-अलग रंगों का उपयोग करते हैं
लाइनों के बीच अंतर करने के लिए,
02:28
all of them use simpleसरल symbolsप्रतीकों
to distinguishअंतर करना betweenके बीच typesप्रकार of stationsस्टेशनों.
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वे सभी सरल प्रतीकों का उपयोग करते हैं
स्टेशनों के प्रकारों के बीच
अंतर करने के लिए।
02:32
They all are partअंश
of a universalसार्वभौमिक languageभाषा, seeminglyमालूम होता है.
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वे सब हिस्सा हैं, प्रतीत होता है,
एक सार्वभौमिक भाषा का।
02:35
I betशर्त Harryहैरी Beckबैक wouldn'tनहीं होगा have knownजानने वाला
what a userउपयोगकर्ता interfaceइंटरफेस was,
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मैं शर्त लगाता हूं हैरी बेक नहीं जानता था
एक उपयोगकर्ता इंटरफ़ेस क्या था,
02:39
but that's really what he designedडिज़ाइन किया गया
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लेकिन यह वास्तव में वह डिजाइन किया गया है
02:41
and he really tookलिया that challengeचुनौती
and brokeतोड़ दिया it down to threeतीन principlesसिद्धांतों
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और वह वास्तव में उस चुनौती को लिया
और इसे तीन सिद्धांतों में तोड़ दिया
मुझे लगता है कि लागू किया जा सकता है
लगभग किसी भी डिजाइन समस्या में।
02:45
that I think can be appliedआवेदन किया है
in nearlyलगभग any designडिज़ाइन problemमुसीबत.
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02:47
First one is focusफोकस.
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पहला फोकस है।
02:49
Focusध्यान केंद्रित on who you're doing this for.
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इस पर फ़ोकस करें कि आप
किसके लिए बना रहे हैं।
02:51
The secondदूसरा principleसिद्धांत is simplicityसादगी.
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दूसरा सिद्धांत सादगी है।
02:53
What's the shortestलघुतम way
to deliverउद्धार that need?
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सबसे छोटा रास्ता क्या है
उस ज़रूरत को पूरा करने के लिए?
02:56
Finallyअंततः, the last thing is:
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अंत में, आखिरी बात यह है कि:
02:58
Thinkingसोच in a cross-disciplinaryक्रॉस-अनुशासनात्मक way.
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एक पार अनुशासनिक तरीके से सोच रहा है।
03:00
Who would'veहोगा thought
that an electricalविद्युतीय engineerइंजीनियर
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किसने सोचा होगा
वह एक विद्युत अभियंता
03:03
would be the personव्यक्ति to holdपकड़ the keyकुंजी
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कुंजी पकड़ने वाला व्यक्ति होगा
03:05
to unlockअनलॉक what was then one of the mostअधिकांश
complicatedउलझा हुआ systemsसिस्टम in the worldविश्व --
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दुनिया में सबसे अधिक जटिल प्रणाली
अनलॉक करने के लिए -
03:10
all startedशुरू कर दिया है by one guy
with a pencilपेंसिल and an ideaविचार.
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सब एक आदमी द्वारा शुरू किया
एक पेंसिल और एक विचार के साथ।
Translated by Shanti S
Reviewed by Pratibha Sinha

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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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