Andrew Greenspun
Exhibit: Graphic Design on the Subway
GreenspunView this PDF in a separate window.
Curator’s Note
Ranging from small signage to massive Times Square billboard advertisements, it’s impossible to avoid the graphic design that surrounds us every single day while walking through the streets of New York City. I would argue, however, that the most interesting graphic design exists right below our feet—in the subway system.
Every design element of the New York City subway system has been meticulously developed to convey information quickly and simply. However, the subway was not always this uniform. Most of this work can be attributed to Massimo Vignelli, who was hired by the MTA in 1965 to fix the disaster that was navigating the subway system. Before then, the subway system was a maze of random signage and poor directions. Vignelli took the time to research what kind of information riders really need, and where they want to see it. The result was a system that can successfully accommodate millions of daily riders.
The subway map in particular is one of the most iconic and important elements of the entire subway system’s design, which this exhibit examines. Riders must be able to understand how to get from point A to point B as fast as possible. The subway map has gone through many iterations since its inception in 1979, including one by Vignelli, which ended up being very unpopular for its abstractness.
This exhibit also investigates the instantly recognizable design of the metro card. Unlike almost all the other aspects of the subway system, this bright yellow piece of plastic has never changed its design in all its years. However, it has had many limited-edition designs to commemorate various events or milestones.
Advertisers also contribute to the graphic design on the subway. Nowadays we are bombarded with advertisements everywhere, and the subway system is no exception. The MTA is adapting to the digital age by installing more virtual ad display systems. Large screens can rotate through multiple ads automatically, increasing the amount of ad space without physically taking up more area and eliminating the need for workers to constantly change the ads.
I feel that this exhibit makes sense now as we are coming out of a pandemic that devastated the subway system’s ridership. The MTA has been using graphic design to promote and enforce proper mask-wearing and social distancing on the subway system. They also have created ads to encourage New Yorkers to get vaccinated. Their efforts have been very successful so far.
We interact with so much graphic design every day, but almost always subconsciously. My main hope for this exhibit is that you will start to consciously appreciate the design that surrounds you on your daily commute. Be inspired, be creative.
