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

by Michael Bierut

This is a monograph, manual and manifesto by one of the world's leading graphic designers. Protege of design legend Massimo Vignelli and partner in the New York office of the international design firm Pentagram, Michael Bierut has had one of the most varied careers of any living graphic designer. The 35 projects Bierut presents in this book illustrate the breadth of activity that graphic design encompasses today, his goal being to demonstrate not a single ideology, but the enthusiastically eclectic approach that has been a hallmark of his career. Each project is told in Bieruts own entertaining voice and shown through historic images, preliminary drawings (including full-size reproductions of the notebooks he has maintained for over 30 years), working models and rejected alternatives, as well as the finished work. Along the way, he provides insights into the creative process, his working life, his relationship with clients, and the struggles that any design professional faces in bringing innovative ideas to the world. Inspiring, informative and authoritative, How to...is set to be the bible of graphic design ideas.

Genres: Design, Nonfiction, Art Design, Art, Business, Reference, Creative

320 pages, Hardcover

First published November 3, 2015

About the author

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.

Bierut’s clients at Pentagram have included the Alliance for Downtown New York, Benetton, the Council of Fashion Designers of America, Alfred A. Knopf, the Walt Disney Company, Mohawk Paper Mills, Motorola, MillerCoors, the Toy Industry Association, Princeton University, Yale School of Architecture, New York University, the Fashion Institute of Technology, the Brooklyn Academy of Music, the Library of Congress, the Museum of Sex, and the New York Jets. His projects have ranged from the design of “I Want to Take You Higher,” an exhibition on the psychedelic era for the Rock and Roll Hall of Fame and Museum, to serving as design consultant to United Airlines.

Bierut’s recent activities have included the development of a new identity and signage for the expanded Morgan Library and Museum; the development of environmental graphics for The New York Times Building; the design of an identity and public promotion for Philip Johnson’s Glass House; the creation of marketing strategies for the William Jefferson Clinton Foundation; the development of a new brand strategy and packaging for luxury retailer Saks Fifth Avenue; and the redesign of the magazine The Atlantic.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art (MoMA), the Metropolitan Museum of Art, and the the Cooper-Hewitt, National Design Museum, all in New York; the Library of Congress in Washington, D.C.; the Museum für Kunst und Gewerbe, Hamburg, Germany; and the Musee des Arts Decoratifs, Montreal. He has 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. He currently serves as a director of the Architectural League of New York and of New Yorkers for Parks. In 1989, Bierut was elected to the Alliance Graphique Internationale, in 2003 he was named to the Art Directors Club Hall of Fame, and in 2006 he received the profession’s highest honor, the AIGA Medal, in recognition of his distinguished achievements and contributions to the field. In 2008 he received the Design Mind Award in the National Design Awards presented by the Cooper-Hewitt, National Design Museum, Smithsonian Institution.

Bierut is a Senior Critic in Graphic Design at the Yale School of Art. He is co-editor of the anthology series Looking Closer: Critical Writings on Graphic Design, published by Allworth Press, and in 1998 he co-edited and designed the monograph Tibor Kalman: Perverse Optimist. He is a co-founder of the weblog Design Observer and his commentaries about graphic design in everyday life can be heard nationally on the Public Radio International program “Studio 360.” His book Seventy-nine Short Essays on Design was published by Princeton Architectural Press in 2007.

Publications

Seventy-nine Short Essays on Design
By Michael Bierut
Princeton Architectural Press, 2007
Order this book in Europe / North America

—Pentagram.com

Reviews

[Jeff · Rating 4 out of 5]

It's probably not "cool" for someone in my position to admit this, but I say it all the time. I love reading about all kinds of things, and all kinds of people and events. But nothing bores me faster than reading about graphic design. It's like reading about music instead of listening to it. Ugh!

Having said that, Michael Bierut is one of the very few designers whose writing and whose talks about his work does not bore me. He either avoids or directly refutes the designer tropes that (in my view) over emphasize the importance of design. Lets admit it. Lots of people in lots of professions are prone to exaggerating the importance of whatever profession they're in. For a long time I have found Bierut's matter-of-factness refreshing. And he has it here, too. For the most part, graphic design exists to sell things, explain things or make things look better. Occasionally it does more than that. Bierut's frank, straightforward, and humble explanations of the work he's built in his career was an enjoyable read for me.

[Cami · Rating 4 out of 5]

Not really "how to", more like "look what I did", but interesting nonetheless.

[হাঁটুপানির জলদস্যু · Rating 4 out of 5]

মাইকেল বিয়ারুট নিজের কাজ নিয়ে এখানে-সেখানে বক্তৃতা দেন মাঝেমধ্যে, সেগুলো দু'তিনটা আগে শুনে বেশ চমৎকৃত হয়েছি। এ বইটায় সেসব বক্তৃতার হাড়মাংস এসে মিশেছে, অনেক নকশা উপস্থাপনার পর্দা থেকে পাতায় এসেছে। কিন্তু কিছুদূর পর পর অচেনা নতুন ভালো-লাগানো মূল্যবান উপলব্ধির কথা লেখক তুলে ধরেছেন সরল আর সুন্দরভাবে। যারা নকশা দিয়ে অচেনাজনের সাথে যোগাযোগ করেন, তাদের হয়তো বেশ ভালো লাগবে এ বইটা। যার নকশা সুন্দর, তার নকশার পেছনের গল্পটাও সুন্দর; সুন্দর সেসব গল্প জানার সুযোগ করে দেওয়ার জন্যে বিয়ারুটের ধন্যবাদ প্রাপ্য।

[Scott · Rating 4 out of 5]

This book is essentially Michael Beirut walking you through his incredible portfolio of work over the decades. His work is consistently clever yet always grounded and never pretentious. I also enjoy his down to earth wisdom and practical take on design.

[Samanta · Rating 5 out of 5]

As well as being one of the world’s leading designers, Michael Bierut writes brilliantly about graphic design. He teaches 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.

Every chapter is wonderfully written and elegantly illustrated. Michael Bierut explains the whole design process, the struggles, the collaboration and the beauty of finding the final solution.

My favourite chapters are: 1. How to become a graphic designer in the middle of nowhere 2. How to save the world with graphic design. Favourite quote: "For design can't save the world. Only people can do that. But design can give us inspiration, the tools, and the means to try. We left determined to keep trying."

Michael Bierut's book makes me smile every time I see it on my coffee table. Highly recommended!

[Jeremy · Rating 4 out of 5]

Love reading the 'behind the scenes' of the design processes.
Really intrigued me about the whole branding side of graphic design, as this is mostly if not entirely) what is talked about in the book.
Quite different to what I do at the moment, but certainly something I'd be interested in leaning towards more.
Also really interesting learning of how ideas come about. Months of work can be thrown in the trash because a much better idea is thought of. Everything becomes clear, and you realised how much you hated the original ideas.

[Farhan · Rating 5 out of 5]

A wonderful, amazing journey into the head of a genius graphic designer. I must confess that I know nothing about graphic design, nor I'm going to be any better in it after reading this book. But the essence of it is the ideas and the process of forming the ideas. I guess every creative genius can teach you something about creativity and how diverse ideas can be. That should suffice; the rest you'll understand after you've read the book. :)

[Nick Busfield · Rating 5 out of 5]

Great array of projects and some insight to the thinking behind them. Love the rudimentary aspect of his sketches. Just goes to show how valuable it is for getting ideas down even if you 'can't draw'

[Pablo Porfirio]

Great book to stop and open to any page. Grab some wisdom or inspiration and get back to work.

[Becky · Rating 3 out of 5]

Maybe it was the title, maybe it was not reading the description, but I definitely thought this book was going to be more "how to" and less "look what I did." This is really just a collection of the author's past design projects with about a half page of text accompanying each one to give a bit of context. Maybe the target audience is experienced designers, but as someone who's just "designer curious" I didn't find it particularly helpful, and only a handful of the projects were even very interesting.

[Aburizal Khatami · Rating 4 out of 5]

Several times, i wish im gonna have this book on my shelf. When i went to SG, i added to my one of wishlist to bought this book on Basheer graphic books. And yes finally i got one. The contents of the books are very related with my anxiety as a graphic designer. How Michael Bierut teach us to use a graphic as an important things dan people can convey its very a fundamental things to notice that we're not only design thing, but we also solve the problem on that things.

[Sherry · Rating 3 out of 5]

A collection of stories from the author’s design portfolio featuring lots of fun clients — museums, art galleries, cultural institutions, and the iconic NYC Department of Transportation. The most enjoyable parts are when the author shares snippets of his process in the form of sketches, logo iterations, and stories about stakeholder meetings.

[Margo · Rating 4 out of 5]

Less of a book than it is a catalog of Bierut's work. Nonetheless, it is extremely interesting book to have around with stories about how famous graphics that we all encounter on a regular basis came to be.

[Doan Trang · Rating 4 out of 5]

Inspiring and brain tickling

[Mari Hosho · Rating 5 out of 5]

An autograph of Michael Bierut, the design giant today, where he goes over his life through his design projects and work.

It was surprising to see how diverse his work ranges and how often we see his work every day. The map we see around New York City, the Governor's Island's signage, package of nuts.com, etc...The design is penetrated in the world so much that they are making up people's lives both directly and indirectly.

Yet, there are always some insights that grasp people's heart for some reason. It may be the way he express the world behind. He and his team iterate a lot and brainstorm what is the best way to represent a product and service.

Also, through his case studies, he wrote that many of the ideas and meetings did not go smoothly from the beginning. There were tense moments built between him and clients, which relieves me as a novice designer in some way.

It shows how design can inspire people yet shape people's lives by guiding them into a certain direction.

A collection of interviews from people who make up the food world of New York City. The book included not only chefs from famous restaurants but also managers, purveyors, waiters, butchers, farmers... every occupation involved from growing the food ingredient, delivering, selecting, cooking and serving.

I was amazed by the wide range of people included in the book. They work from the most prestigious restaurants in the city to Riker's Island, the firemen station and even on the street! Each episode had different and unique tone to them, and shows how diverse the food industry is depending on how they entered there and what they've become.

Yet, I was also inspired by the common New York mentality everyone has. Even if they're not from a rich family or decent origin, they grasp whatever chance that was in front of them. Many people came from all of the world, being immigrants, clueless of what the future would hold. Nevertheless, they never gave up on their life, and I realize it's a hard work, optimism and a bit of luck that led them where they are right now.

In New York, everyone has a story to tell, and that reminded me of why I love the city so much.

[Tim Lapetino · Rating 5 out of 5]

I've never met Michael Bierut, but through his writing and insightful commentary about design I've read over many years (and his own work), I sort of feel like I know him. This monograph is the perfect distillation of his style -- thoughtful, understated, not taking itself horribly seriously, and incredibly unpretentious in the most wonderful way.

Even though Mr. Bierut is a longtime New Yorker, to me he exudes a certain kind of Midwestern outlook and thoughtful approach to design that I resonate with, as a lifelong Illinoisan. (And yes, my coastal friends, that is indeed a compliment.)

His work at Pentagram is excellent, with very few overreaches or clunkers. This book has very little grandstanding for a monograph, and has many small, important design lessons tucked away in it, as it should be. Bierut's work continues to inspire me as a designer, just as his writing nestles me as a communicator and author myself. If you understand anything about American graphic design, you must be utterly familiar with Michael Bierut and his work. This book is a great place to begin.

[jade · Rating 3 out of 5]

How To is more like a journey through Michael’s illustrious career rather than a traditional instructional manual. While it may not strictly follow to the 'how-to' format, it serves as a rich source of inspiration for experienced designers, showcasing Beirut's impressive portfolio and offering valuable insights into his creative process. The straightforward approach is commendable, and the book's stunning visuals, including full-page illustrations, make it a visual delight. Although it may not be tailored for beginners, experienced designers will find great value in its pages, gaining insights from Beirut's incredible projects and design philosophy.

[Eric · Rating 4 out of 5]

I’m embarrassed to say that I got this book right when it came out—even got it signed by the author himself—and then promptly shelved it after a cursory look-through. I guess I’ve been at this design thing long enough that how much could Mr. Bierut teach me to do at this point I didn’t already know?

Oh dear, was I wrong. (Sorry, Michael.) Pretty damn insightful and inspiring for this fairly grizzled veteran while surely indispensable for the young, up-and-coming designers out there.

[Alex Beige · Rating 4 out of 5]

Not really a how-to (unless you learn entirely by example), nor is the kind of book your read in one sitting. Graphic design is more so something to be experienced than read about, but because this book is so beautiful with full-page illustrations, and takes a hugely biographical approach to exploring Michael's work, the book totally comes together. It's really a kind of read-one-chapter-before-bedtime kind of book. But still great!

[Larry Singleton · Rating 5 out of 5]

Great book, I learned a lot about design and how thoughtful you have to be with each decision when it comes to conveying a mood/message. I loved all the examples and photos included, and the descriptions in the sidebar regarding what Bierut was going for with each one. I also liked how he included stuff he or clients felt didn't work, so you can get a greater sense of what ideas are more resonant and why, etc.

Looking forward to checking out Bierut's other books now.

[Sinduja Krishna Kumar · Rating 5 out of 5]

This is one of my favourite more inspirational books on how design solves actual problems. It might not tell you how to exactly go about it and that’s irrelevant because the overarching question of how design solves problems with real life examples is answered and for that I love this book. To know the real meaning behind the half dozen logos we see at New York is very interesting and you’ll never see a sign the same way again.

[Zoran Zelenika · Rating 4 out of 5]

This book was a joy to read and gaze upon. Every little detail is crafted and purposeful, yet it never feels 'over designed' in a way that would choke the content from breathing. Bierut's work is varied, interesting and one can learn a lot from the way he takes, often a very simple (but well placed) idea, and expands it into a whole story that guides the design through different mediums.

[Terry Sieting · Rating 5 out of 5]

From the size of this book, most would think of this as another coffee table, picture book. However, I️ would challenge the viewer to judge this book by it’s cover. This book is full of knowledge of “How To” approach a bevy of topics surrounding problem solving and graphic design. An outstanding collection of some of the most influential graphic design of our time.

[Karl · Rating 5 out of 5]

Bits and baubles from the best of the best. Touching passion, refreshing humility, and genuine laughs from one of today's most important minds in graphic design. If you're wondering what's inside, it's a collection of short notes from Michael's favorite (or at least, most memorable) projects. If you're wondering if you should read it, well...like yeah, read it.

[Shirleenwong · Rating 4 out of 5]

Great read in some of the content

I think it was a great read especially the part about the New York train station. Some of the designs are classic, however I would want to know more details of the design process of each branding. It seems the book is just an overview of his portfolio.

[Dārta Grudule · Rating 5 out of 5]

Lieliska grāmata tiem, kas mīl un ciena grafikas dizainu. Daudz skaistu stāstu ar aizkulisēm, niansēm un procesu par to, ka arī pasaulē labākajiem ne vienmēr viss iet kā pa diedziņu un ne vienmēr darbs ar klientu ir viegls. Izklausās kaut kā banāli, bet stāsti patiesi iedvesmo. Šaubas ir būtiska daļa no rezultāta. Spēja pārliecināt citus par savu taisnību dažkārt ir zelts.

[Binati Sheth · Rating 5 out of 5]

The book made me realise how little thought I put behind all the graphics I use with my work. ::Feels shame::

I am not a graphic designer and I don't plan to become one. I did however gain so much respect for the work completed of graphic teams.

To a non-designer, this book was informative - not in the 'learn about this skill' way but in the 'this is why design matters' way.

[Baderani · Rating 5 out of 5]

How to be humble and not humble about your accomplishments at the same time

Michael Bierut is the greatest living Graphic Designer. The fact that his designs are not loud, holds the community from recognizing him as the one. Yet, if it wasn't for his outspokenness, we probably would have missed a big chunk of his legacy.

[sliceofmini]

For non-fiction books I always find them most “worth it” when they’re fun enough but have a good amount of information without it being dense , and I think this author had the balance just right , including the amount of pictures and text ( which I guess implies the author is quite good with their work ) ..

I thoroughly enjoyed going through the personal lessons and they were all quite quick.

[Jiwon Kim · Rating 5 out of 5]

I definitely watched a video about Michael Bierut's work with the Robinhood Foundation library before, but this was my first time reading his book. He is actually a really good essayist in my opinion, and his design works are cheeky. Not all, but a lot of them and it made me chuckle a few times. I became a fan by the end of the book, and I look forward to seeing/reading more about him!