99% Invisible

Exit Interview With Michael Bierut

Jan 13, 2026
Michael Bierut, a prominent graphic designer and design critic known for his impactful work at Pentagram, shares insights from his legendary career. He reflects on a breakthrough design that launched his trajectory and candidly discusses his decision for semi-retirement to explore new creative avenues. Michael reveals lessons learned from early missteps and emphasizes the balance between familiarity and novelty in design. He also critiques modern book cover trends and urges mentorship for younger designers as a fulfilling path forward.
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ANECDOTE

Reversible Invitation That Became A Breakthrough

  • Michael Bierut solved a clash of briefs by designing a reversible invitation that read one way as a coffee table and upside-down as a rocket ship.
  • He printed event details oriented to each viewing direction so one sheet served two distinct audiences.
ANECDOTE

Fragmented Signage That Reads From One Spot

  • For the New York Times building sign, Michael broke the logo into over 300 horizontal elements mounted on ceramic rods so the logo appears legible from the street.
  • He designed each element like a duck bill so the aggregated pieces form an opaque logo only from the intended viewpoint.
ANECDOTE

A Catalog That Missed The Work's Soul

  • Early in his career Beirut designed a technically tidy catalog for Robert Wilson but later felt it failed to capture the work's immersive spirit.
  • He learned to listen more to clients and not impose solutions before understanding the project's deeper content.
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