Michael Bierut on how to think like a designer

New York-based graphic designer Michael Bierut - partner at Pentagram and long-time friend, supporter, speaker and emcee at Design Indaba Conference - took to the Conference stage in 2015 with some extra special news. Bierut announced the creation of his first ever monograph: How to: Use graphic design to sell things, explain things, make things look better, and (every once in a while) change the world.
The formidable volume, which comprises detailed chapters on the 35 different projects with sketches from Bierut’s notebooks and initial notes and ideas, was published at the end of September 2015. This conference talk, and the book it previews, is laid out in an entertaining "How to" format.
“The thing that interests me the most,” says Bierut, “the real moments of pleasure that I have, are when you sort of get to see how someone did something. How did you do it? How did you get from here to there?”
In the four decades Bierut has been working as a graphic designer he has gained a significant amount of knowledge and worked on some iconic branding and identities. His clients include Saks Fifth Avenue, The New York Times, The Museum of Art and Design, MIT Media Lab, and the Department of Transportation of the City of New York.
People say graphic design is harmless, people say it is ephemeral, people say it is cosmetic, people say it doesn't mean all that much, but you can ruin the world with graphic design!
Luckily Michael Bierut has never been guilty of that, far from it. This speaker talk is 40 minutes of Bierut’s humour, humility and insight.

[@bluecherry-hart4786]

Wow this is the first time I've seen and heard Michael Bierut speak. Thank you.

[@hafiz2664]

He made it look easy. Can't imagine the amount of thought process that went behind each of the creation. His MAD experience though gave a very nice glimpse to the real deal.

[@Stephanie-cd6pc]

He has such an approachable energy about him, he has a very unique way of solving design problems but he makes it seem like it's no big deal at the same time haha

[@kevinbenn1400]

My moment was when a boy at summer camp pointed out the arrow in the fedex logo. Haven't been the same since.

[@RareTechniques]

Took me atleast 10sec to see---

[@georgebush7761]

I like how he introduced himself. 1:02 I'm a graphic designer. There are no jargons like design thinker, creative design strategist etc. So down to earth person and a true designer.

[@justsomeguy7133]

5:10 nuts 7:40 saks fifth avenue 10:40 church 13:50 the new york times, room signs 18:40 mad 22:40 ny map signs 27:27 mit media lab 31:00 library

[@GarimaBhardwaj94]

No matter how much you know, there is always something to learn from design and it's beautiful to see how it affects the world in so many different ways. lovely presentation

[@Bhodisatvas]

What an inspirational speaker he is. I love how he views design as not just creating and producing a product for a client but a whole problem solving process and that last bit with the schools on how sometimes design can go further and effect individuals deeply.

[@DesignIndabaDI]

Thanks for sharing your thoughts. Great to hear you found the talk valuable.

[@fazfaraday]

I love the MAD logo. I still remember my Design Lecturer always told me, "ideas are everywhere. You just need to get out of class." Great video!

[@DesignIndabaDI]

Great advice! Glad you enjoyed the video.

[@lily_mwiza]

And yet you wouldn't get his very idea for you were in class!

[@aamsulkhan]

Michael Bierut is such an entertainer when it comes to speaking about design. :D

[@vostinotanod7982]

Such a humble guy considering he’s a friggin legend, he’s up there with the greats.

[@LogoBooks]

Loved how he talked about how the CLARK logo got him into brand design!

[@bplus2932]

that intro story GOT ME!!!!

[@mysticalangel]

Loved his book. His genius is only matched by his humbleness.

[@kiztorres3218]

I started doing typography and logo design with my dad when I was 12. I prepared the lettering and he painted them on buses, trucks and billboards. This was before computer design and printers... A lot of work and a lot of fun..

[@kayaeki]

thats so awesome!! What do you do noww???

[@jamesburdon7237]

Outstanding design presentation. Such an inspiration to see a humble, passionate designer ply his trade.

[@calvancandy8384]

Great to learn from talks like this thanks for posting.

[@dannyledger5011]

Man I LOVE his tie.

[@folasade4085]

anybody else get the play with deez nuts joke LMAO

[@hyacinthdibley2420]

I think about 5 people got the joke in the audience. hehe

[@colinvandenbroek8139]

Hahahaha thats what I came here for

[@CinemaBabble]

Quick and s sneaky joke he did there

[@CrystalMonds]

I heard one laugh. The crowd failed him.

[@NbaLive4ever]

I laughed but didn’t hear the audience in the video 😔 disappointed

[@alimahdi6379]

What a guy. Great talk. Thank you.

[@rb10bird]

One of my favourite top 5 talks for sure

[@resinism...]

7 years on and still relevant as ever. So good to watch.🙂

[@dhruvin-dave]

thank you for the inspiration ! ive been a fan of the MIT logos for so long. thats really smart ! and the MAD one. im not sure why this video does not have like millions of views ! thank you again 😍

[@mariuspenteliuc]

Great talk! Loved it!

[@rvm2622]

I did not expect that design is so important! Thank!

[@funmiamarvi]

Learned so much from this talk. I love that every step in the design process has a story behind it. Fantastic!

[@IndrajaSalunkhe]

MIT was the best change in design... Lovely presentation.

[@RebrandEverything]

I just randomly stumbled across this video whilst binging futur vids, and the part where he said about the design process is interesting caught my interest. I have been creating logo design process videos on this channel since January and I have also noticed viewers find the design process very interesting so it was interesting to hear an authority in the design world confirm this.

[@gegee247]

Fantastic! Michael you truly make a difference. I hope to flourish in my own way as you have yours. Thank you for Sharing!

[@BroKEnCaPSLoCk1]

I love all his work but the Media Lab idea is so genius. Not only making a logo but making a system in which people can make their own? That's extraordinary

[@user-hl4zw1bw1b]

its lovely, but his not first one who make this system. Search for the Bannai script.

[@jordanfast7354]

Great talk! 40 years is almost double my life time. One thing I want to point out at the end he says "one of those kids maybe one day god willing if they hit the jackpot they'll be on this stage" nobody who hits the jackpot will be on that stage. you worked your ass off to get on that stage. if I won the jackpot ide be on an island getting drunk lol

[@kleo78patra]

Could listen to Mr. Bierut for hours!! Best speaker and so motivating. Thnx a lot sharing your knowledge with us🙏🏼

[@sundayschool8583]

incredible talk.

[@TahtahmesDiary]

NO I LIED The black and white mural with the kids speaking were my favorite! What a lovely way to tie all these libraries together!!! 😍😍😍

[@angelmatos9143]

This speech has inspired me out of my shoes! Thanks Design Indaba & Michael.

[@dylanhavlicek4444]

this man is incredible

[@Golden_Kelsi]

Very inspiring design! Epic!!!

[@georgyb.6866]

amazing materials would be amazing to see more things dedicated to design

[@MariaTroll100]

loving his tie!

[@SyncMaster731n]

Tucked RIGHT into his pants.

[@peterorthmann5612]

I'm not a graphic designer but loved your presentation. Thanks

[@LolaBeM3]

That was great.

[@sergebisson1465]

I really enjoyed this speach! Great communicator!

[@DesignIndabaDI]

Great to hear! It's definitely one of the favourites.

[@adamsoderstrom8887]

Seriously, printed resealable bags can look so great! :D

[@flocela]

thank you.

[@mufaddalzuhairsharafali4291]

Awesome talk !

[@TahtahmesDiary]

I didnt think I'd like anything more than the saks 5th cut up idea, but the MIT lab ones were AWESOME. A whole culture could be created around those. Im sure a few have been made into tattoos by staff. Very cool 💛

[@hopezhang8278]

Honesty, 30:00 the media lab logos look like a mixture of Chinese and Korean characters. Love it.

[@666Jakemetal]

Laughed too hard at "made an alphabet we call nutcase.." hahaha

[@RossanaGonn]

es muy interesante su trayectoria y tambien es muy divertido como cuenta sus proyectos

[@andreagonsalves7788]

Great stuff!

[@JacobNorwood1]

Inspirational. Wish I had his gift to gab.

[@francoistroudbal402]

great video! Subscribed!

[@NorthWriter]

Wow. That's some good stuff.

[@DesignIndabaDI]

Indeed, it is. Glad you enjoyed!

[@SharonShamikoLee]

Design counts!!!

[@padenzimmermann1892]

wow 30:30 that just made me so happy. Just like wow. thank you sir.

[@BrianLife]

great song too, I want to know what song it is?

[@8974abcd1234]

Great presentation with inspiring case studies.

[@DesignIndabaDI]

Awesome to hear you were inspired!

[@aathithya4997]

Genious

[@junlimited]

Great Folio presentation - not sure if I got what the title promised though.

[@DesignIndabaDI]

Made you watch though ;)

[@skyreadersociety6183]

this vote form fro Florida is interesting, never heard it before.

[@ChakibTsouli]

7:40 "these nuts" lol

[@IAnd-du2qx]

LMFAO!

[@KrakeNjp2y]

that library is beautiful

[@JesseHols]

That screen is absolutely huge

[@BrianLife]

anyone know the song at 30:00 ? so good! Great speech also!

[@itch1428]

fuck, i clapped alone in my room when he showed the MAD logo lol

[@sasha_dooginov]

What's the name of tame that Michael used in presentation?

[@cumberlandquiltchic1]

It’s easy to be an architect or interior designer, when there are no monetary limits. As long as they believe in you. A big part of design, is not having constraints on the monetary aspect of it all.

[@themistysnowfield5095]

7:37 Attempt at a "deez nutz" joke? xD

[@arca5200]

I also noticed it. Why was no one laughing? :D

[@biladitanya]

Bad designs also leads to big blunder at the 2017 Oscar. Also at the Miss Universe a year before. So yeah, Micheal has a strong case here.

[@guavabean2969]

Having a community where you can ask questions & share your wins and struggles is super important to a healthy & happy remote work life! Check out the GUAVABEAN Freelancer Group 👉 facebook.com/groups/guavabean/

[@eybietie]

7:37 deez nutz XD didnt expect that from him haha chronic 2001 calling~

[@tobiasburkart2281]

He had the chance to say typosucktion...

[@Mintzoid]

daniel marquez on how to think like a designer here www.deviantart.com/danielmarquezart/gallery

[@subibosa8243]

eyyyyy

[@aerodylluk2543]

That whole thing about the voting paper was strange, It didn't look great but it didn't look confusing to me.

[@naruchan1010]

Press F to respect the shopping bags!

[@77deancoelho]

whats that awesome song at 29:50 ??

[@tehtomi]

i would like to know too, google audio search yielded no results.

[@77deancoelho]

@@tehtomi Tried many audio searches... nothing... Still Looking !!!

[@tehtomi]

found the composer i guess: www.jacob-rosati.com/commercial/

[@BrianLife]

Yes, I Need to know this Happy song!!!

[@BrianLife]

@@tehtomi yes, I guess he makes scores for commercials. he also has a music name, I did not find this song but, Wow, his songs are experimental masterpieces! soundcloud.com/yakayaka

[@GeoAl09]

7:47 - what is this font?

[@DesignIndabaDI]

Looks like it could be Neue Helvetica DOT, the customization by Massimo Vignelli and Robert Noorda that Pentagram used in their work for WalkNYC.

[@papaluego9507]

Damn you graphic designer! You're responsible for all the Bush wars!

[@manuwick3174]

I almost skipped this video. Super glad I didn't tho.

[@design-stories]

congratulations, very interesting interview. I will bring similar content to my channel

[@ThompsonSit]

deez nuts

[@androandro7179]

[@idrisabdi1397]

His company has been selling nuts . peanuts!

[@traceurAlex]

check out this video with lofi hip hop - the garden

[@lookstight]

can anyone identify the typeface at 11:39

[@epicodesign]

It's the Goudy Text ;)

[@lukemacinnes5124]

I prefer Helvetica Standard

[@grantswanson2547]

Fix that for you....WORLD

[@since804]

...did........did he slip in a "DEEZ NUTZ"??? Lmao?

[@lopantolulu]

32:14..Luminatty confirmed

[@g.retzsu]

kemari gara gara dosen :)

[@Ritermann]

Who the hell puts his tie in his pants?!?! O.o

[@handlotion8244]

This guy talks like Lester from gta 5

[@eybietie]

3:50 the vote is always tied. that's how the US election system is supposed to work ~

[@captaincurd2681]

nuts.com visitor suddenly increases

[@jasoneaton4520]

Is this a viable career?

[@DesignIndabaDI]

We don't see why it shouldn't be. As with any career, it's as viable as you make it ;)

[@jasoneaton4520]

Just checked my messages for the first time today 😊 I mean this guy made a brilliant career out of it, but l doubt the millions of others manage to...

[@DesignIndabaDI]

One of our alumni, Christoph Niemann once said it's about 87% effort and a pinch of talent ;) www.designindaba.com/videos/conference-talks/christoph-niemann-tension-between-his-inner-artist-and-his-inner-editor

[@enigamibeats4472]

This is the longest joke I have ever watched. The video is over and im still waiting for him to say something serious.

[@geoffreycurrie9582]

should have put illustrations of ideas to stimulate thinking up instead of portraits of kids...

[@eatshoe]

Looks more like a business man than a hipster artist

[@1MinuteFlipDoc]

some of those font types / logos were pretty terrible to be honest. i like creativity but when communication/information is stifled, it defeats the purpose.

[@spencerboyle6113]

It was Broward County. Not Palm Beach. Just sayin.