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Теперь вы это видите. И другие эссе о дизайне
«Дизайн — это способ взаимодействия с реальным миром», — пишет всемирно известный графический дизайнер, педагог и публицист Майкл Бейрут в новом сборнике эссе. Книга стала продолжением его бестселлера «79 эссе о дизайне», вышедшего в 2007 году. Новый сборник приподнимает занавес профессионализма, чтобы показать, как именно создается и функционирует дизайн в реальном мире.
В издание вошло более 50 очерков, созданных за последнее десятилетие. В них затронуты самые разные темы: история дизайна, практика и особенности процесса; городской дизайн и архитектура, дизайнерские мистификации, поп-культура; печенье Hydrox, Пегги Нунан, бейсбол, «Клан Сопрано»; а также секреты разработки логотипа президентской кампании Хиллари Клинтон.
Многолетний опыт работы в сфере дизайна помогает Бейруту глубоко анализировать вопрос и при этом писать просто, понятно и с юмором.
В издание вошло более 50 очерков, созданных за последнее десятилетие. В них затронуты самые разные темы: история дизайна, практика и особенности процесса; городской дизайн и архитектура, дизайнерские мистификации, поп-культура; печенье Hydrox, Пегги Нунан, бейсбол, «Клан Сопрано»; а также секреты разработки логотипа президентской кампании Хиллари Клинтон.
Многолетний опыт работы в сфере дизайна помогает Бейруту глубоко анализировать вопрос и при этом писать просто, понятно и с юмором.
256 pages, Kindle Edition
Published November 2, 2019
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Displaying 1 - 15 of 15 reviews
August 19, 2025
3.5 za design tej książki i kilka ciekawych myśli. 2.5 za narzekanie w felietonach że żona nie chce ci robić loda na zawołanie.
November 8, 2017
I always wished there was a Canadian Pentagram Design office. Sadly, it doesn’t exist but the enduring work and legacy left by longtime key partners at the New York branch—Paula Scher & Michael Bierut—continue to be my design heroes. The brand identity work they’ve created over the last 3 decades is consistently strong and continues to exhibit conceptual thinking and strong typography for their clients. Although not always batting 100% when it comes to judgement of the “internets,” they are both very good about sharing their work, and being confidently prolific writers as well, sharing their thinking and experiences about design.
Michael Bierut has written for the Design Observer website (of which he is a cofounder) and the very enjoyable “Seventy-Nine Short Essays on Design” while running his practice. Last year, he released a stunning retrospective-type book “How To,” that I highly recommend and consider a masterpiece in terms of presentation, subject and scope. I initially thought—like similar designers of his level—that it might end there, but I was pleasantly surprised to learn a collection of his writings for Design Observer was coming out this Fall titled, "Now You See It and other essays on Design"
I suppose it’s also timely as everyone has a blog now and can be a published writer without the usual physical channels. However, not one to fall into trends, Bierut has historically always had something intelligent to say and share whether on a stage (where I first learned of him while I was in design school), an online video or in his own writings, so it is most fitting that he exercises his gifts of design thinking and storytelling in constructive (or perhaps cathartic) fashion. Celebrating design legends like Alan Fletcher, Charley Harper, Lou Dorfsman and his own first design mentor, Massimo Vignelli, lesser known creatives are also given their due through Bierut’s humorous at times and engrossing (all the time) insights.
Like a mentor in a book (as is another favourite, “The Design Method” by Eric Karjaluoto), Bierut’s book is full of satisfying stories about his own real-world experiences explaining and controlling design process with clients, to design lessons (“…you ever know what might happen with those little jobs.”) and feelings about the power of “The Sell” in the Mad Men TV series. Whether a seasoned designer or green and fresh out of school, any reader of this book will find moments to pause and ponder over a particular passage (the Oprah “aha” moment), to vigorously roll their eyes (good grief, tell me it gets better) or to find themselves nodding, with that knowing “been there, done that” recollection.
Words that come to mind about his writing tone and depth range from vulnerable, inspired, humble…to funny, engaging and legacy. And what a delightful legacy he shares with stories (aka Design History lessons) about typographic trailblazer Lou Dorfsman who only designed one way (with integrity), his first freelance gig where his wife Dorothy gleefully bails him out, and what the word “quintessence” means. I found myself feeling more well-informed after reading “Now You See It” and like his previous collection of essays, l look forward to re-reading it again for that same enjoyment. In a single sentence, this is a solid book about working as a designer (vs. a traditional “design greatest hits book”) and good investment if not for the cost of buying it, for the entertaining, smart writing and sage design advice it provides throughout.
The last chapter of the book contains an interview with Michael Beirut and he says something which sums up best my feeling after reading “…what I discovered was that design—and this is particularly true with graphic design—is a way to engage with real content, real experience. The key to the whole thing is your ability to learn about that stuff—what I called the ‘outside world’ stuff—and if you can do that, your work will resonate in a way that it can’t if your goal is simply resolving the formal ‘design’ issues.”
Michael Bierut has written for the Design Observer website (of which he is a cofounder) and the very enjoyable “Seventy-Nine Short Essays on Design” while running his practice. Last year, he released a stunning retrospective-type book “How To,” that I highly recommend and consider a masterpiece in terms of presentation, subject and scope. I initially thought—like similar designers of his level—that it might end there, but I was pleasantly surprised to learn a collection of his writings for Design Observer was coming out this Fall titled, "Now You See It and other essays on Design"
I suppose it’s also timely as everyone has a blog now and can be a published writer without the usual physical channels. However, not one to fall into trends, Bierut has historically always had something intelligent to say and share whether on a stage (where I first learned of him while I was in design school), an online video or in his own writings, so it is most fitting that he exercises his gifts of design thinking and storytelling in constructive (or perhaps cathartic) fashion. Celebrating design legends like Alan Fletcher, Charley Harper, Lou Dorfsman and his own first design mentor, Massimo Vignelli, lesser known creatives are also given their due through Bierut’s humorous at times and engrossing (all the time) insights.
Like a mentor in a book (as is another favourite, “The Design Method” by Eric Karjaluoto), Bierut’s book is full of satisfying stories about his own real-world experiences explaining and controlling design process with clients, to design lessons (“…you ever know what might happen with those little jobs.”) and feelings about the power of “The Sell” in the Mad Men TV series. Whether a seasoned designer or green and fresh out of school, any reader of this book will find moments to pause and ponder over a particular passage (the Oprah “aha” moment), to vigorously roll their eyes (good grief, tell me it gets better) or to find themselves nodding, with that knowing “been there, done that” recollection.
Words that come to mind about his writing tone and depth range from vulnerable, inspired, humble…to funny, engaging and legacy. And what a delightful legacy he shares with stories (aka Design History lessons) about typographic trailblazer Lou Dorfsman who only designed one way (with integrity), his first freelance gig where his wife Dorothy gleefully bails him out, and what the word “quintessence” means. I found myself feeling more well-informed after reading “Now You See It” and like his previous collection of essays, l look forward to re-reading it again for that same enjoyment. In a single sentence, this is a solid book about working as a designer (vs. a traditional “design greatest hits book”) and good investment if not for the cost of buying it, for the entertaining, smart writing and sage design advice it provides throughout.
The last chapter of the book contains an interview with Michael Beirut and he says something which sums up best my feeling after reading “…what I discovered was that design—and this is particularly true with graphic design—is a way to engage with real content, real experience. The key to the whole thing is your ability to learn about that stuff—what I called the ‘outside world’ stuff—and if you can do that, your work will resonate in a way that it can’t if your goal is simply resolving the formal ‘design’ issues.”
November 27, 2017
It’s a greatest hits of Bierut’s Design Observer posts. Some age well while others haven’t. I wish there was more content that hadn’t been published online. As an avid reader of Bierut it was nice to read over these posts but I’m also hungry for something new and more substantial than a blog post.
February 18, 2022
Отличная всесторонняя книга. Легко читается и расширяет взгляд не только на дизайн, но и на множество других вещей вокруг. Советую с:
November 4, 2024
Прекрасная книга с разнообразными историями и мыслями про дизайн, дизайнеров и легенд мира дизайнеров. Майкл Биерут вспоминает, как он начинал еще в семидесятые, когда нельзя было просто так сделать постер или футболку, потому что процесс нанесения шрифтов требовал специальных людей и оборудования. И заканчивает длинной историей, как он проектировал лого президентской кампании Хиллари Клинтон: сначала над его логотипом издевались (Биерута даже позвали участвовать в конкурсе логотипов, призванных заменить этот ужас), затем поняли идею и писали о тексты, о том что это идеальное лого. Но победил все равно Трамп с кепкой, потому что его избирателям нравятся кепки.
Цитаты:
«First, in logo design, people prefer complicated things to simple things. Simple things look too easy to do, and it baffles people that professionals must be enlisted to design something like the USA logo, which is basically a blue circle. “How much did they pay for this?” and “My four-year-old could do this” are responses so predictable you wonder if they’re hardwired into people’s brains.»
«- We traded war stories for a while, but one seasoned designer in our midst was silent. We finally asked him what tricks he used to get good work done. “Well, I guess I’m lazy,” he said. “I just make sure all my clients are smart people with unique messages and good products. The rest is easy.”
«I was reminded of the joke about the number of psychiatrists required to change a lightbulb: one, but the lightbulb has to really want to change.»
«Being able to make vivid counterfeits is one of the joys of being a graphic designer, and one that we don’t take enough pleasure in. One of my partners in London once mocked up a whole issue of Fortune to help a client see his business differently.»
«I remember one group portrait for a well-known but volatile investment bank that required so much retouching and alterations — all in the days before Photoshop, mind you — that it as well have been a picture of the Soviet Politburo leadership circa 1932.»
«Mistakes were time-consuming, costly, and occasionally even dangerous: every designer my age has at least one scar as a souvenir of a long-ago late-night slipup with an X-ACTO knife. Being a good designer was one thing. Attaining the physical mastery it took to execute a complex design was something else altogether.»
«It all reached a surreal peak when I got an email from a writer for a prominent magazine. “So I’m sure you’ve seen the Hillary logo hysteria,” he wrote. “I think it’s a case where — and you disagree — the internet is kind of getting it right. I think it’s a train wreck.” I was then asked to participate in an invitation-only contest to redesign my own logo. I declined.»
«On the other hand, Donald Trump’s graphics were easy to dismiss. They combined the design sensibility of the Home Shopping Network with the tone of a Nigerian scam email. Like so many other complacent Democrats, my only question was: Why is this even close?»
«It was Massimo who taught me one of the simplest things in the world: that if you do good work, you get more good work to do, and conversely bad work brings more bad work.»
«No, what designers wanted then and want now, more than anything else, is respect. Respect from clients. Respect from the general public. Respect from — let’s go right to the cliché — our moms.»
Цитаты:
«First, in logo design, people prefer complicated things to simple things. Simple things look too easy to do, and it baffles people that professionals must be enlisted to design something like the USA logo, which is basically a blue circle. “How much did they pay for this?” and “My four-year-old could do this” are responses so predictable you wonder if they’re hardwired into people’s brains.»
«- We traded war stories for a while, but one seasoned designer in our midst was silent. We finally asked him what tricks he used to get good work done. “Well, I guess I’m lazy,” he said. “I just make sure all my clients are smart people with unique messages and good products. The rest is easy.”
«I was reminded of the joke about the number of psychiatrists required to change a lightbulb: one, but the lightbulb has to really want to change.»
«Being able to make vivid counterfeits is one of the joys of being a graphic designer, and one that we don’t take enough pleasure in. One of my partners in London once mocked up a whole issue of Fortune to help a client see his business differently.»
«I remember one group portrait for a well-known but volatile investment bank that required so much retouching and alterations — all in the days before Photoshop, mind you — that it as well have been a picture of the Soviet Politburo leadership circa 1932.»
«Mistakes were time-consuming, costly, and occasionally even dangerous: every designer my age has at least one scar as a souvenir of a long-ago late-night slipup with an X-ACTO knife. Being a good designer was one thing. Attaining the physical mastery it took to execute a complex design was something else altogether.»
«It all reached a surreal peak when I got an email from a writer for a prominent magazine. “So I’m sure you’ve seen the Hillary logo hysteria,” he wrote. “I think it’s a case where — and you disagree — the internet is kind of getting it right. I think it’s a train wreck.” I was then asked to participate in an invitation-only contest to redesign my own logo. I declined.»
«On the other hand, Donald Trump’s graphics were easy to dismiss. They combined the design sensibility of the Home Shopping Network with the tone of a Nigerian scam email. Like so many other complacent Democrats, my only question was: Why is this even close?»
«It was Massimo who taught me one of the simplest things in the world: that if you do good work, you get more good work to do, and conversely bad work brings more bad work.»
«No, what designers wanted then and want now, more than anything else, is respect. Respect from clients. Respect from the general public. Respect from — let’s go right to the cliché — our moms.»
November 25, 2023
In "Now You See It," Michael Bierut takes us on a journey through his career, sharing pivotal moments that shaped his path in graphic design. This book is a treasure trove of lessons that extend beyond the realm of creativity. As a graphic designer myself, I found it to be an invaluable resource, offering insights into design that go beyond the surface.
Bierut emphasizes the importance of drawing inspiration not just from fellow designers but also from unexpected sources like comedy, music, and crafts. He seamlessly integrates lessons on client management, highlighting its distinction from raw design talent. The book explores how design can have a profound impact on society, using examples like the 'occupying wall street' poster that sparked a real movement. Bierut supports his narrative with real-life examples, giving readers a unique perspective on the influential power of design.
While the book is a rich tapestry of design wisdom, it occasionally veers into detailed personal memories and music discussions, which might test some readers' patience. However, these minor detours don't diminish the overall value of "Now You See It." It stands as an essential guide for aspiring designers, unraveling the intricate connections between graphic design, business, and the real world.
In summary, Bierut's "Now You See It" is more than a guide to graphic design—it's a window into the broader impact of design on our visual landscape. Despite occasional tangents into personal anecdotes, the book remains a crucial resource for understanding the multifaceted role of graphic design and its significant implications. I wholeheartedly recommend it to those eager to explore the depth of graphic design and its real-world influence.
Bierut emphasizes the importance of drawing inspiration not just from fellow designers but also from unexpected sources like comedy, music, and crafts. He seamlessly integrates lessons on client management, highlighting its distinction from raw design talent. The book explores how design can have a profound impact on society, using examples like the 'occupying wall street' poster that sparked a real movement. Bierut supports his narrative with real-life examples, giving readers a unique perspective on the influential power of design.
While the book is a rich tapestry of design wisdom, it occasionally veers into detailed personal memories and music discussions, which might test some readers' patience. However, these minor detours don't diminish the overall value of "Now You See It." It stands as an essential guide for aspiring designers, unraveling the intricate connections between graphic design, business, and the real world.
In summary, Bierut's "Now You See It" is more than a guide to graphic design—it's a window into the broader impact of design on our visual landscape. Despite occasional tangents into personal anecdotes, the book remains a crucial resource for understanding the multifaceted role of graphic design and its significant implications. I wholeheartedly recommend it to those eager to explore the depth of graphic design and its real-world influence.
November 4, 2024
Kolekcja felietonów i krótkich esejów średnich i takich sobie. Małą ma to zawartość semantyczną, bo w sumie są w większości o niczym. Są trzy rodzaje tekstów: 1. wspominki o ludziach, 2. porady wujka projektanta, 3. teksty o innych tekstach.
Ogólnie jedyną "saving grace" książki było to, że dość szybko i jako tako przyjemnie się ją czyta, jednak czuję konieczność ocenienia jej nisko, bo jest w chuj bezwartościowa.
Do 1. wspominków i laudacji po zmarłych nie będę się przypierdalać. Pitolenie, ale ciężko o coś innego (choć można się zastanawiać po co publikować tyle tekstów tego gatunku w książce).
2. Porady to zazwyczaj hasła o energii "po prostu bądź sobą". To są takie porady starszego wujka dla młodych projektantów, ale szczerze mówiąc, to mało one dotyczą projektowania wizualnego. Raczej dotyczą relacji z klientem. To i może byłaby jakaś mądrość, ale właśnie są to takie płytkie banały.
3. Moja największa drzazga to teksty o innych tekstach. Nie ma tu oryginalnej krytyki, własnych badań, jakiegoś większego inputu od autora. To teksty na zasadzie "przeczytałem/zobaczyłem X i co ja na ten temat myślę". Wielokrotnie te teksty są tak leniwe, że autor po prostu przytacza opinie innych osób jako cały felieton. Słabe to jest, oczekiwałem czegoś lepszego. Kilka tekstów mi się mimo wszystko podobało, ale to były raczej wyjątki.
Książkę wieńczy tekst o projektowaniu loga dla Clintonowej i to jest już całkowicie żenujące. Taka kulminacja braku kontaktu z rzeczywistością i zawstydzającej liberalnej estetyki. Bierut sam zauważa, że był w bańce - ale tkwi w niej wciąż po uszy i pewnie już z niej nie wyjdzie. Może za długo przebywał w życiu z korporacjami, bo widocznie rzutuje to już na całą jego osobowość.
Ogólnie jedyną "saving grace" książki było to, że dość szybko i jako tako przyjemnie się ją czyta, jednak czuję konieczność ocenienia jej nisko, bo jest w chuj bezwartościowa.
Do 1. wspominków i laudacji po zmarłych nie będę się przypierdalać. Pitolenie, ale ciężko o coś innego (choć można się zastanawiać po co publikować tyle tekstów tego gatunku w książce).
2. Porady to zazwyczaj hasła o energii "po prostu bądź sobą". To są takie porady starszego wujka dla młodych projektantów, ale szczerze mówiąc, to mało one dotyczą projektowania wizualnego. Raczej dotyczą relacji z klientem. To i może byłaby jakaś mądrość, ale właśnie są to takie płytkie banały.
3. Moja największa drzazga to teksty o innych tekstach. Nie ma tu oryginalnej krytyki, własnych badań, jakiegoś większego inputu od autora. To teksty na zasadzie "przeczytałem/zobaczyłem X i co ja na ten temat myślę". Wielokrotnie te teksty są tak leniwe, że autor po prostu przytacza opinie innych osób jako cały felieton. Słabe to jest, oczekiwałem czegoś lepszego. Kilka tekstów mi się mimo wszystko podobało, ale to były raczej wyjątki.
Książkę wieńczy tekst o projektowaniu loga dla Clintonowej i to jest już całkowicie żenujące. Taka kulminacja braku kontaktu z rzeczywistością i zawstydzającej liberalnej estetyki. Bierut sam zauważa, że był w bańce - ale tkwi w niej wciąż po uszy i pewnie już z niej nie wyjdzie. Może za długo przebywał w życiu z korporacjami, bo widocznie rzutuje to już na całą jego osobowość.
June 6, 2018
“Some people have said that rather than challenging orthodoxy, I’m more likely to be a defender of the status quo.” —Michael Bierut, “Interview with Peter Merholz” from Now You See It
This quote nicely encapsulates the joy and occasional twinges of pain I felt when reading Now You See It. Bierut’s text is always a delight to consume. His approachable, anecdotal style coupled with multitudes of intelligent insights make this book more than a pleasant read. I’m infinitely jealous of his skills in that sense here.
Yet I rarely felt as challenged as I did from his earlier tome, 79 Short Essays on Design. Part of the problem is the aforementioned occasional status quo bulwarking, but also that this collection feels more padded, less judiciously edited. Another issue that plagues many collections of this sort is that the brevity of what is mostly Design Observer blog posts feels less pointed and more dispensible once committed to book form.
The real keeper pieces here (aside from the interview quoted above) are the ones where Bierut stretches out both in scope and word count. I longed for more of these ambitious longer pieces and less of the anodyne sentiment of the shorter ones. Alas, maybe long form writing is too much to ask of Bierut or anyone working as a design writer in this age of TL;DR. Save the long soliloquies for the podcast? The jury is still out.
This quote nicely encapsulates the joy and occasional twinges of pain I felt when reading Now You See It. Bierut’s text is always a delight to consume. His approachable, anecdotal style coupled with multitudes of intelligent insights make this book more than a pleasant read. I’m infinitely jealous of his skills in that sense here.
Yet I rarely felt as challenged as I did from his earlier tome, 79 Short Essays on Design. Part of the problem is the aforementioned occasional status quo bulwarking, but also that this collection feels more padded, less judiciously edited. Another issue that plagues many collections of this sort is that the brevity of what is mostly Design Observer blog posts feels less pointed and more dispensible once committed to book form.
The real keeper pieces here (aside from the interview quoted above) are the ones where Bierut stretches out both in scope and word count. I longed for more of these ambitious longer pieces and less of the anodyne sentiment of the shorter ones. Alas, maybe long form writing is too much to ask of Bierut or anyone working as a design writer in this age of TL;DR. Save the long soliloquies for the podcast? The jury is still out.
April 3, 2021
A must-read for every designer in the world. Difficult to express with words the deep connection and knowledge these essays bring. About what it is to be a designer. To see life, the world, through a designers eyes and mind. The ambitions, fears, doubts, everyday reflections, and encounters with events, subjects and people who move us. Beyond what it is considered a profession, to what really is a way of life. Design.
Read
December 17, 2020An interesting look into the graphic design profession, as well as how the layman can take inspiration and lessons away from the industry. I also enjoyed how he included may anecdotes, not only personal ones but also ones from the history of the profession, that gave insight into some very wel known and infamous pieces of work.
dnf
November 24, 2025Leí hasta el ensayo 16, después algún que otro suelto. Me aburrí y sentí que no me sumaban nada. Puede que sea porque soy más de ir a lo concreto. Si me vas a enseñar algo, que sea claro. Pero también creo que no era mucho la idea del libro y fue simplemente un desencuentro de expectativas. Not for me.
October 17, 2018
Some of the essays were great but I found some not so good.
May 25, 2020
4*, z czego czwarta jest za oprawę graficzną.
March 3, 2025
Como estudiante de diseño gráfico me gustó, aprendí muchas cosas. Me costó un montón terminarlo. Se me hizo larguísimo.
December 2, 2024
Ciekawe, bo konkretne przykłady z pracy czołowego projektanta zachodniego świata.
Displaying 1 - 15 of 15 reviews