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: Geniusz mapy londyńskiego metra

Filmed:
1,052,555 views

Legendarny projektant Michael Bierut opowiada o powstawaniu i nieoczekiwanym sukcesie jednej z najsławniejszych map na świecie - mapy londyńskiego metra.
- 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 historyhistoria of civilizationcywilizacja,
in some wayssposoby, is a historyhistoria of mapsmapy:
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Historia cywilizacji
jest w pewnym sensie historią map.
00:16
How have we come to understandzrozumieć
the worldświat around us?
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Jak doszliśmy do tego,
że rozumiemy świat wokół nas?
00:19
One of the mostwiększość famoussławny mapsmapy worksPrace
because it really isn't a mapmapa at all.
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Jedna z najsławniejszych map funkcjonuje,
bo tak naprawdę wcale mapą nie jest.
[Mała rzecz. Wielki projekt.]
00:23
[SmallMałe thing. BigDuże ideapomysł.]
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00:27
[MichaelMichael BierutBierut on
the LondonLondyn TubeRury MapMapę]
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[Michael Bierut o mapie
londyńskiego metra]
00:29
The LondonLondyn UndergroundUnderground
cameoprawa ołowiana witrażu togetherRazem in 1908,
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Londyńskie metro powstało w 1908 roku,
00:32
when eightosiem differentróżne
independentniezależny railwayslinie kolejowe mergedscalony
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gdy złączono osiem różnych,
niezależnych linii,
00:35
to createStwórz a singlepojedynczy systemsystem.
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tworząc jeden system.
00:37
They neededpotrzebne a mapmapa to representprzedstawiać that systemsystem
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Potrzebowano mapy
przedstawiającej ten system,
00:39
so people would know where to ridejazda.
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by ludzie wiedzieli, dokąd jechać.
00:41
The mapmapa they madezrobiony is complicatedskomplikowane.
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Ich mapa jest skomplikowana,
00:44
You can see riversrzeki,
bodiesciała of waterwoda, treesdrzewa and parksparków --
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pokazuje rzeki, zbiorniki wodne,
drzewa i parki.
00:47
the stationsstacje were all crammednapchany togetherRazem
at the centercentrum of the mapmapa,
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Stacje, wszystkie razem,
były stłoczone na środku mapy,
00:50
and out in the peripheryna obrzeżach, there were some
that couldn'tnie mógł even fitdopasowanie on the mapmapa.
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a te na peryferiach
czasami nawet się nie mieściły.
00:53
So the mapmapa was geographicallygeograficznie accuratedokładny,
but maybe not so usefulprzydatny.
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Mapa była precyzyjna geograficznie,
lecz niezbyt użyteczna.
00:58
EnterWprowadź HarryHarry BeckBeck.
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Wejście Harry'ego Becka.
00:59
HarryHarry BeckBeck was a 29-year-old-roczny
engineeringInżynieria draftsmanSprawozdawca komisji opiniodawczej
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Harry Beck był 29-letnim
inżynierem kreślarzem
01:03
who had been workingpracujący on and off
for the LondonLondyn UndergroundUnderground.
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pracującym okazjonalnie
dla metra w Londynie.
01:06
And he had a keyklawisz insightwgląd,
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Jego myślą przewodnią było to,
01:07
and that was that people
ridingjazda konna undergroundpod ziemią in trainspociągi
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że pasażerów metra
01:11
don't really careopieka
what's happeningwydarzenie abovegroundnaziemne.
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nie bardzo obchodzi,
co dzieje się na powierzchni.
01:13
They just want to get
from stationstacja to stationstacja --
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Chcą tylko dotrzeć od stacji do stacji:
01:16
"Where do I get on? Where do I get off?"
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"Gdzie wsiadam? Gdzie wysiadam?".
01:18
It's the systemsystem that's importantważny,
not the geographyGeografia.
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To system ma tu znaczenie, nie geografia.
01:21
He's takenwzięty this complicatedskomplikowane
messbałagan of spaghettiSpaghetti,
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Beck wziął ten talerz spaghetti
01:24
and he's simplifieduproszczony it.
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i uprościł go.
01:25
The lineskwestia only go in threetrzy directionswskazówki:
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Linie idą tylko w trzech kierunkach:
01:27
they're horizontalpoziomy, they're verticalpionowy,
or they're 45 degreesstopni.
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poziomym, pionowym,
lub pod kątem 45 stopni.
01:31
LikewisePodobnie, he spacedrozmieszczone the stationsstacje equallyna równi,
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Tak samo uporządkował i stacje:
01:34
he's madezrobiony everykażdy stationstacja colorkolor
correspondodpowiadać to the colorkolor of the linelinia,
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nadał każdej z nich kolor
korespondujący z kolorem linii,
01:38
and he's fixednaprawiony it all
so that it's not really a mapmapa anymorejuż.
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tak to wszystko rozwiązując,
że w zasadzie nie jest to już mapa.
01:42
What it is is a diagramdiagram,
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To w zasadzie diagram.
01:44
just like circuitryzespół obwodów elektrycznych,
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Zupełnie jak obwody elektryczne,
01:45
exceptz wyjątkiem the circuitryzespół obwodów elektrycznych here
isn't wiresprzewody conductingprowadzenie electronselektrony,
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tyle że zamiast obwodów z elektronami
01:49
it's tubesrury containingzawierające trainspociągi
conductingprowadzenie people from placemiejsce to placemiejsce.
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mamy tunele z pociągami i pasażerami.
01:53
In 1933, the UndergroundUnderground decidedzdecydowany, at last,
to give HarryHarry Beck'sBeck's mapmapa a try.
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W 1933 roku zdecydowano
w końcu dać mapie Becka szansę.
01:59
The UndergroundUnderground did a testtest runbiegać
of a thousandtysiąc of these mapsmapy, pocket-sizekieszonkowe.
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Firma zrobiła test, drukując
tysiąc kieszonkowych map.
02:02
They were goneodszedł in one hourgodzina.
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Rozeszły się w godzinę.
02:04
They realizedrealizowany they were ontona something,
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Zorientowali się, że są na dobrym tropie,
02:05
they printedwydrukowane 750,000 more,
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dodrukowali kolejne 750 000,
02:08
and this is the mapmapa that you see todaydzisiaj.
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i oto jest mapa, którą widzisz dzisiaj.
02:10
Beck'sBeck's designprojekt really becamestał się the templateszablon
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Projekt Becka naprawdę stał się wzorem
02:13
for the way we think of metrometra mapsmapy todaydzisiaj.
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sposobu myślenia o mapach metra.
02:15
TokyoTokyo, ParisParyż, BerlinBerlin, São PauloPaulo,
SydneySydney, WashingtonWaszyngton, D.C. --
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Tokio, Paryż, Berlin, Sao Paulo,
Sydney, Waszyngton D.C.
02:20
all of them convertkonwertować complexzłożony geographyGeografia
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- wszystkie przekształciły
skomplikowaną geografię
02:23
into crispCrisp geometryGeometria.
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w schematyczną geometrię.
02:25
All of them use differentróżne colorszabarwienie
to distinguishrozróżniać betweenpomiędzy lineskwestia,
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Wszystkie używają kolorów
do rozróżnienia linii,
02:28
all of them use simpleprosty symbolssymbolika
to distinguishrozróżniać betweenpomiędzy typestypy of stationsstacje.
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wszystkie używają symboli,
do odróżnienia typów stacji.
02:32
They all are partczęść
of a universaluniwersalny languagejęzyk, seeminglypozornie.
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Pozornie wszystkie są częścią
uniwersalnego języka.
02:35
I betZakład HarryHarry BeckBeck wouldn'tnie have knownznany
what a userużytkownik interfaceberło was,
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Założę się, że Henry Beck nie wiedziałby,
co to jest interfejs użytkownika,
02:39
but that's really what he designedzaprojektowany
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a tak naprawdę sam go wymyślił.
02:41
and he really tookwziął that challengewyzwanie
and brokezepsuł się it down to threetrzy principleszasady
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Podjął wyzwanie
i sprowadził je do trzech zasad,
02:45
that I think can be appliedstosowany
in nearlyprawie any designprojekt problemproblem.
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które można zastosować
niemal każdego projektu.
02:47
First one is focusskupiać.
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Pierwszy to skupienie
02:49
FocusFokus on who you're doing this for.
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Skupienie na tym, dla kogo coś robisz.
02:51
The seconddruga principlezasada is simplicityprostota.
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Drugi to prostota.
02:53
What's the shortestmożliwie najkrótszym way
to deliverdostarczyć that need?
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Jak to najszybciej dostarczyć?
02:56
FinallyWreszcie, the last thing is:
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W końcu - ostatnia rzecz:
02:58
ThinkingMyślenia in a cross-disciplinaryinterdyscyplinarne way.
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myślenie interdyscyplinarne.
03:00
Who would'vejuż thought
that an electricalelektryczny engineerinżynier
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Kto by pomyślał,
że inżynier-elektrotechnik znajdzie klucz
03:03
would be the personosoba to holdutrzymać the keyklawisz
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03:05
to unlockodblokować what was then one of the mostwiększość
complicatedskomplikowane systemssystemy in the worldświat --
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do jednego z najbardziej
skomplikowanych systemów na świecie?
03:10
all startedRozpoczęty by one guy
with a pencilołówek and an ideapomysł.
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Wszystko zapoczątkował jeden gość
z ołówkiem i pomysłem.
Translated by Marta Naumczyk
Reviewed by Rysia Wand

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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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