MICHAEL BIERUT HAS a crazy idea. “I’ve actually never said this out loud,” he tells me one morning, while sitting in the main conference room at Pentagram’s New York City office, where he’s a partner. “It’s a private thought that I’ve had, and it’s actually sort of weird.”
Here it goes: Bierut doesn’t believe in creativity.
Ok so, it’s not that he doesn’t believe in it exactly, it’s just that he thinks creativity, in the way we often use the word, is kinda overrated. “There’s a finite amount of newness available at any one time, or maybe period,” he continues. “And you have to use it really deliberately.”
This might sounds strange coming from Bierut, who has spent the last 35 years establishing himself as one of the more—you might say—creative graphic designers in the industry. In the three-plus decades he’s been working, Bierut has crafted some of the most recognizable pieces of graphic design in recent memory.