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ArtBistro Interview with Michael Bierut

Michael Bierut/Pentagram, “Light Years” poster, The Architectural League of New York, New York, NY, 1999

As part of our series, ArtBistro Interviews: read our latest interview with designer Michael Bierut-

Michael Bierut is a partner in the New York office of the international design consultancy Pentagram, where he has done graphic design work for a wide range of clients including the New York Times, Princeton University, the Brooklyn Academy of Music, and Saks Fifth Avenue. His work is included in museum collections including the Museum of Modern Art in New York, and his honors include election to the Art Directors Hall of Fame and the receipt of the Medal of the American Institute of Graphic Arts. He is Senior Critic in the Yale School of Art and Senior Faculty Fellow at the Yale School of Management. A founder of blog DesignObserver.com, his writings are collected in 79 Short Essays on Design (Princeton Architectural Press, 2007). He is the recipient of the 2008 Design Mind Award from the Cooper-Hewitt National Design Museum. Click here to go to Pentagram’s website.

Portrait of Michael Bierut by Jens Umbach.

Q What is your process when working with clients? Can you run us through a typical job? What is your creation process (start with sketches, etc…)?

A When I get a new job, I try to immerse myself in information about the client, about their audience, and about the context for the project. This involves getting the brief right, talking, reading, researching, traveling, visiting, and, in the end thinking. This takes time, and I do it personally, sometimes alone, sometimes with members of my design team.

Project: Saks Fifth Avenue brand identity and packaging Client: Saks Fifth Avenue Location: USA (in Saks stores nationwide; Saks is based in NYC) Date: 2007 Photo courtesy of Saks Fifth Avenue.

When we do this right, the design solution is already starting to emerge while the research is still going on. We work with sketches, prototypes, and mockups, and try to bring the client into the process early. Managing the review and decision-making process is critical. Are the right people involved? Do they have the knowledge to define the problem? Do they have the authority to approve the solution? When things go wrong, it’s usually at this point, and usually because the answer to one or more of these questions is no.

Finally, implementing the solution. This takes patience, great attention to detail and perseverance. Sometimes we do this ourselves. Sometimes it’s more productive to transfer ownership of the process and its realization to the client.

Q You write for and are Editor of Design Observer sometimes from a personal perspective sometimes as a critic. What effect does writing have on your creativity and/or business success?

A Writing is another form of thinking for me, and I consider thinking the most important part of the design process. So, although there’s seldom a direct connection, I hope having an excuse to write on a regular basis has made me a more thoughtful designer. I’ve never thought of Design Observer as a vehicle for business success, although I think it has made me more well known in some circles and perhaps that translates into work.

Project: ³Lectures and Exhibitions Spring 2000² poster Client: Yale School of Architecture Location: New Haven, CT Date: 2000

Q Do you have a rep? Why/why not?

A In our office all the design partners do their own business development. We’ve found this raises the chances of getting the work that we really want, and avoiding the work we don’t.

Project: ³Next Wave Festival² poster Client: Brooklyn Academy of Music Location: Brooklyn, NY Date: 1995

Q Do you ever have creative slumps? What do you do then?

A I’ve had many creative slumps and I’ve learned to just work hard and wait for them to pass.

Project: Seventy-nine Short Essays on Design Published by Princeton Architectural Press, New York, NY, 2007. Written by Michael Bierut. Book design by Abbott Miller.

Q What has inspired you lately?

A I got to go to the Czech Republic for the first time and saw some of the most amazing modern architecture I’ve ever seen, especially three very different buildings designed at the exact same time (around 1929) by three different architects. It makes you wonder what forces were at work to inspire such broad creativity.

Project: United Airlines identity consultancy Client: United Airlines Location: Worldwide (applied to UA brand worldwide; co. based in USA— Chicago) Date: 1997-ongoing Photo courtesy of United Airlines

Q Any advice for others who are pursuing creative goals?

A Stay curious and work hard.