How Michael Bierut Branded Celebration, Florida

Celebration, Florida, isn’t exactly known as a symbol of authenticity. Developed by Disney’s real estate arm in the 1990s, mentions of it often lead to comparisons to the creepily pristine suburbia depicted in films like The Stepford Wives and Pleasantville. It’s even mocked in a Chumbawamba song. But to Michael Bieurt, it’s really not that bad.

The Pentagram partner headed the signage and branding work for the new town as Disney officials prepared to break ground on it a little more than 20 years ago. A former Vignelli Associates designer, Bierut has never shied away from modernity, as displayed throughout his new book, How To (Harper Collins, $50), as well as an accompanying show at the SVA Gallery in Manhattan. But his work for Celebration stands out as an anomaly of sorts in a retrospective that consistently looks fresh and bold regardless of the client. It’s especially true with his wayfinding projects like New York City DOT’s new parking signs and map displays as well as signage for Governors Island.