How to Revised and Expanded Edition [9780063141575]

Overview

A revised and expanded edition of the world-renowned graphic designer’s classic and bestselling monograph, using examples from a portfolio spanning his full career to date.

Protégé 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 projects in How to illustrate the breadth of activity that graphic design encompasses today—from logo design to complete brand identity systems—and demonstrate Bierut’s enthusiastically eclectic approach that has been a hallmark of his career. 

This revised and expanded edition of his bestselling monograph examines more than three dozen design case studies from start to finish—including new projects for major clients such as Mastercard, The Poetry Foundation, the International Center for Photography, and Bierut’s brand design for Hillary Clinton’s 2016 presidential campaign—providing powerful insights into the creative process, his working life, his relationship with clients, and the challenges that all creatives face in bringing innovative work into the world today. It also features a new afterword on the role of the designer in the post-Covid era. 

Through detailed case studies, Bierut reveals how to:

• Navigate the Creative Process: Follow over three dozen projects from initial sketch to final execution, including the brand design for Hillary Clinton’s 2016 presidential campaign.
• Build Powerful Brand Identities: Learn the thinking behind iconic work for clients like Mastercard, The New York Times, and Saks Fifth Avenue.
• Master Client Relationships: Gain insight into the designer-client dynamic and the challenges creatives face in bringing innovative work into the world.
• Find Design Inspiration: Discover how to think with your hands, transcend style, and find powerful ideas in the most unexpected places.