ABOUT THE SPEAKER
Michael Bierut - Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management.

Why you should listen

Michael Bierut studied graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning, graduating summa cum laude in 1980. Prior to joining Pentagram in 1990 as a partner in the firm's New York office, he worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

His projects at Pentagram have included work for the New York Times, Saks Fifth Avenue, The Cathedral of St. John the Divine, Harley-Davidson, The Museum of Arts and Design, Mastercard, the New York City Department of Transportation, the Robin Hood Foundation, Mohawk Paper Mills, New World Symphony, the New York Jets, the Brooklyn Academy of Music and MIT Media Lab. As a volunteer to Hillary for America, he created the ubiquitous H logo that was used throughout the 2016 presidential campaign.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York, and the Musée des Arts Décoratifs, Montreal. He served as president of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 1988 to 1990 and is president emeritus of AIGA National. Bierut was elected to the Alliance Graphique Internationale in 1989, to the Art Directors Club Hall of Fame in 2003, and was awarded the profession’s highest honor, the AIGA Medal, in 2006. In 2008, he was named winner in the Design Mind category of the Cooper-Hewitt National Design Awards. In spring 2016, Bierut was appointed the Henry Wolf Graphic Designer in Residence at the American Academy in Rome.

Bierut is a senior critic in graphic design at the Yale School of Art and a lecturer at the Yale School of Management. He writes frequently about design and is the co-editor of the five-volume series Looking Closer: Critical Writings on Graphic Design published by Allworth Press. In 2002, Bierut co-founded Design Observer, a blog of design and cultural criticism which now features podcasts on design, popular culture, and business.

Bierut's book 79 Short Essays on Design was published in 2007 by Princeton Architectural Press. A monograph on his work, How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry and (every once in a while) change the world, was published in 2015 by Thames & Hudson and Harper Collins. This accompanied the first retrospective exhibition of his work, part of the School of Visual Art's Masters Series, which was on view at the SVA Chelsea Gallery in New York City for five weeks in autumn 2015. His next book, Now You See It, is due out from Princeton Architectural Press this fall. 


More profile about the speaker
Michael Bierut | Speaker | TED.com
TEDNYC

Michael Bierut: How to design a library that makes kids want to read

迈克尔·布鲁特: 如何设计图书馆,使孩子们爱上读书

Filmed:
1,850,983 views

受邀设计公立学校图书馆的标志时,迈克尔·布鲁特(Michael Bierut)完全没有料到他会在这上面投入多年的时间和精力。在幽默的演讲中,他回忆了这个令人着迷的项目给图书馆带去的能量、学习氛围和艺术感,让图书馆管理员激发孩子们阅读和思考的兴趣。
- Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management. Full bio

Double-click the English transcript below to play the video.

00:12
So there's this thing called
the law of unintended意外 consequences后果.
0
920
4456
有一种东西叫意外结果定律。
我还以为这只是说说而已,
00:17
I thought it was just like a saying,
1
5400
1736
00:19
but it actually其实 exists存在, I guess猜测.
2
7160
1576
但是这一定律真实存在。
00:20
There's, like, academic学术的 papers文件 about it.
3
8760
1920
这方面有一些学术文章。
00:23
And I'm a designer设计师.
4
11120
1256
我是个设计师,
00:24
I don't like unintended意外 consequences后果.
5
12400
2856
我不喜欢意外结果。
00:27
People hire聘请 me because they have
consequences后果 that they really intend打算,
6
15280
4576
人们雇佣我,就是因为他们
想要达到某个结果,
00:31
and what they intend打算 is for me
to help them achieve实现 those consequences后果.
7
19880
3856
而他们希望我
帮他们达到这个目标。
00:35
So I live生活 in fear恐惧
of unintended意外 consequences后果.
8
23760
3016
所以我活在对意外结果的恐惧中。
00:38
And so this is a story故事 about
consequences后果 intended and unintended意外.
9
26800
4680
这个故事是关于计划中
和意料外的结果的。
00:44
I got called by an organization组织
called Robin知更鸟 Hood引擎罩
10
32080
3136
一个叫罗宾汉的组织打电话给我,
00:47
to do a favor偏爱 for them.
11
35240
1576
希望我帮个忙。
00:48
Robin知更鸟 Hood引擎罩 is based基于 in New York纽约,
a wonderful精彩 philanthropic慈善 organization组织
12
36840
3416
罗宾汉是一个总部在纽约的很棒的慈善组织,
00:52
that does what it says in the name名称.
13
40280
1736
他们的任务就如同其名字一样,
00:54
They take from rich丰富 people,
give it to poor较差的 people.
14
42040
2776
损有余而补不足
00:56
In this case案件, what they wanted to benefit效益
was the New York纽约 City school学校 system系统,
15
44840
4896
这次,他们想为纽约的学校做贡献,
01:01
a huge巨大 enterprise企业 that educates受教育者
more than a million百万 students学生们 at a time,
16
49760
5336
这些学校接收了超过一百万学生,
在像这栋楼一样的楼里提供教育。
01:07
and in buildings房屋 that are like this one,
17
55120
2336
01:09
old buildings房屋, big buildings房屋,
18
57480
1896
都是些很老的大楼,
01:11
drafty通风良好 buildings房屋, sometimes有时 buildings房屋
that are in disrepair失修,
19
59400
3136
十分破旧,有的年久失修,
01:14
certainly当然 buildings房屋
that could use a renovation装修.
20
62560
2536
因此其中一些需要整修。
01:17
Robin知更鸟 Hood引擎罩 had this ambition志向
to improve提高 these buildings房屋 in some way,
21
65120
3256
罗宾汉的本意是想
改善这些楼的设施,
01:20
but what they realized实现 was
22
68400
1456
但他们意识到
01:21
to fix固定 the buildings房屋 would be
too expensive昂贵 and impractical不切实际的.
23
69880
4536
整修这些楼不仅昂贵,而且不现实。
01:26
So instead代替 they tried试着 to figure数字 out
what one room房间 they could go into
24
74440
4376
所以, 他们想是不是能
在尽量多的楼里,
01:30
in each of these buildings房屋,
in as many许多 buildings房屋 that they could,
25
78840
3056
每栋楼选择一个房间,
01:33
and fix固定 that one room房间
26
81920
2656
翻修那一个房间,
01:36
so that they could improve提高
the lives生活 of the children孩子 inside
27
84600
2816
这样,他们能在
孩子们学习的同时,
提高他们的生活品质。
01:39
as they were studying研究.
28
87440
1216
01:40
And what they came来了 up with
was the school学校 library图书馆,
29
88680
2416
他们决定修建学校图书馆,
01:43
and they came来了 up with this idea理念
called the Library图书馆 Initiative倡议.
30
91120
2936
称之为“图书馆计划”。
01:46
All the students学生们
have to pass通过 through通过 the library图书馆.
31
94080
2376
所有学生都会经过图书馆。
01:48
That's where the books图书 are.
32
96480
1336
图书馆有书,
01:49
That's where the heart
and soul灵魂 of the school学校 is.
33
97840
2336
是学校的心脏和灵魂所在。
01:52
So let's fix固定 these libraries图书馆.
34
100200
1416
所以我们得弄好这些图书馆。
01:53
So they did this wonderful精彩 thing
where they brought in
35
101640
2536
他们开始做这件美好的
事情,请来了
01:56
first 10, then 20, then more architects建筑师,
36
104200
3096
开始是10位,然后是20位,
接着是更多的建筑师,
01:59
each one of whom was assigned分配 a library图书馆
to rethink反思 what a library图书馆 was.
37
107320
3736
每个人都被分配了一个图书馆,
来重新思考图书馆的定义。
02:03
They trained熟练 special特别 librarians图书馆.
38
111080
2056
他们培养了一些
特别的图书馆管理员。
02:05
So they started开始 this mighty威武 enterprise企业
39
113160
2056
他们通过改善图书馆,
02:07
to reform改革 public上市 schools学校
by improving提高 these libraries图书馆.
40
115240
3016
开始了改革公立学校
这项伟大的事业.。
02:10
Then they called me up and they said,
"Could you make a little contribution贡献?"
41
118280
3656
然后他们打电话给我说,
“你能帮一点忙吗?“
02:13
I said, "Sure, what do you want me to do?"
42
121960
2016
我说,“当然可以,
你们想让我做什么?“
02:16
And they said, "Well, we want you
to be the graphic图像 designer设计师
43
124000
2856
接着他们说,
“我们想让你作为图形设计师
02:18
in charge收费 of the whole整个 thing."
44
126880
1456
来负责整个事情。”
02:20
And so I thought, I know what that means手段.
That means手段 I get to design设计 a logo商标.
45
128360
3576
我想了想,我明白了,
这意味着我得设计出一个标识。
我知道怎么做,
我是商标设计师。
02:23
I know how to design设计 that. I design设计 logos徽标.
46
131960
2016
人们找我都是为此而来。
02:26
That's what people come to me for.
47
134000
1656
那好吧,那就给
这项活动做个标识。
02:27
So OK, let's design设计 a logo商标 for this thing.
48
135680
2096
02:29
Easy简单 to do, actually其实,
compared相比 with architecture建筑
49
137800
2256
相比设计建筑和当管理员,
02:32
and being存在 a librarian图书管理员.
50
140080
1256
这其实是个简单的活。
02:33
Just do a logo商标, make a contribution贡献,
and then you're out,
51
141360
2736
只需要做个标志,做点贡献,
就可以走人,
02:36
and you feel really good about yourself你自己.
52
144120
1936
而且你会觉得自己很棒。
我很棒,我喜欢因为帮忙而
自我感觉良好。
02:38
And I'm a great guy and I like to feel
good about myself when I do these favors好处.
53
146080
3776
所以我想,要不多干一点活吧。
02:41
So I thought, let's overdeliver在交付.
54
149880
1576
我会给你们三个
基于一个想法设计的标识。
02:43
I'm going to give you three logos徽标,
all based基于 on this one idea理念.
55
151480
2936
02:46
So you have three options选项,
pick any of the three.
56
154440
2336
你们可以从这三个中
任选其一。
02:48
They're all great, I said.
57
156800
1296
它们都很棒,我介绍道。
02:50
So the basic基本 idea理念 was
these would be new school学校 libraries图书馆
58
158120
3216
基本想法是,
这是新的学校图书馆,
02:53
for New York纽约 schools学校,
59
161360
1536
为“新约克”(纽约)的
学校而设计,
02:54
and so the idea理念 is that it's a new thing,
a new idea理念 that needs需求 a new name名称.
60
162920
3856
所以,这是一个新生事物,
一个需要一个新名称的新点子。
02:58
What I wanted to do was dispel打消 the idea理念
that these were musty发霉的 old libraries图书馆,
61
166800
5016
我不想让人们认为
这些图书馆都十分老旧,
03:03
the kind of places地方
that everyone大家 is bored无聊 with,
62
171840
3616
那种每个人都
厌烦的图书馆,
03:07
you know, not your grandparents'祖父母' library图书馆.
63
175480
1976
你懂的,就是老一辈人
那种图书馆,
03:09
Don't worry担心 about that at all.
64
177480
1456
完全不是这样。
03:10
This is going to this new, exciting扣人心弦 thing,
65
178960
2016
这会是一个
令人振奋的新事物,
03:13
not a boring无聊 library图书馆.
66
181000
1256
而不是无聊的图书馆。
03:14
So option选项 number one:
67
182280
1656
所以,方案一:
03:15
so instead代替 of thinking思维 of it as a library图书馆,
68
183960
2016
不把这个地方当成图书馆,
03:18
think of it as a place地点 where it is like:
do talk, do make loud noises噪音.
69
186000
4176
而是把它当成可以自由谈话、
发出响声的地方。
03:22
Right? So no shushing,
it's like a shush-free省省自由 zone.
70
190200
4016
没人能阻止别人说话,
不会有人说“嘘”。
03:26
We're going to call it the Reading Room房间.
71
194240
2176
我们会把这个地方叫做阅读室。
03:28
That was option选项 number one.
OK, option选项 number two.
72
196440
3376
这是第一个方案。
好了,接下来是第二个。
03:31
Option选项 number two was, wait for it,
73
199840
3416
方案二是,瞧好了,
03:35
OWL猫头鹰.
74
203280
1256
OWL。
03:36
I'll meet遇到 you at OWL猫头鹰.
75
204560
1336
我们OWL见。
03:37
I'm getting得到 my book from the OWL猫头鹰.
Meet遇见 you after school学校 down at OWL猫头鹰.
76
205920
3296
我要去OWL取书。
放学后我在OWL等你。
03:41
I like that, right?
Now, what does OWL猫头鹰 stand for?
77
209240
2336
我喜欢这个。
OWL是什么意思呢?
03:43
Well, it could be One World世界 Library图书馆,
78
211600
1896
事实上,它既可以是“One World
Library”(一个世界图书馆),
03:45
or it could be Open打开. Wonder奇迹. Learn学习.
79
213520
2616
也可以是开放(Open)、好奇
(Wonder)、学习(Learn)。
03:48
Or it could be -- and I figure数字 librarians图书馆
could figure数字 out other things it could be
80
216160
4496
还可以是——我想图书管理员
肯定有别的解释,
03:52
because they know about words.
81
220680
1456
因为他们懂很多词。
03:54
So other things, right?
82
222160
1216
那还有什么呢?
03:55
And then look at this.
It's like the eye of the owl猫头鹰.
83
223400
2456
看,它像猫头鹰
(owl)的眼睛。
我对此难以抗拒。
03:57
This is irresistible不可抗拒 in my opinion意见.
84
225880
1696
但是,还有另一个点子。
03:59
But there's even another另一个 idea理念.
85
227600
1456
方案三。
04:01
Option选项 number three.
86
229080
1216
04:02
Option选项 number three
was based基于 actually其实 on language语言.
87
230320
2616
方案三,其实是个文字游戏。
04:04
It's the idea理念 that "read"
is the past过去 tense紧张 of "read,"
88
232960
3296
灵感来源是,“阅读”的
过去时与“红色”同音,
04:08
and they're both spelled拼写 the same相同 way.
89
236280
1856
过去时和现在时的拼写相同。
04:10
So why don't we call
this place地点 The Red Zone?
90
238160
2936
所以,我们为何不把这个
地方叫做“红区”呢?
04:13
I'll meet遇到 you at the Red Zone.
91
241120
1429
在“红区”见面吧。
04:14
Are you Red? Get Red.
92
242573
2560
你“红”(读书)了吗?
变“红”(阅读)吧。
04:17
I'm well Red.
93
245880
1216
我“很红”(读了很多书)。
04:19
(Laughter笑声)
94
247120
1216
(笑声)
04:20
I really loved喜爱 this idea理念,
95
248360
1336
我很喜欢这个想法,
04:21
and I somehow不知何故 was not focused重点 on the idea理念
96
249720
2336
而不知怎的
我没考虑到
04:24
that librarians图书馆 as a class are sort分类 of
interested有兴趣 in spelling拼字 and I don't know.
97
252080
5896
图书管理员们,一般都……
对拼写很在意。
04:30
(Laughter笑声)
98
258000
1935
(笑声)
04:31
But sometimes有时 cleverness聪明
is more important重要 than spelling拼字,
99
259959
3497
但有时创意比拼写正确更重要。
04:35
and I thought this would be
one of those instances实例.
100
263480
2416
我认为眼下就是如此。
04:37
So usually平时 when I make these presentations简报
101
265920
2016
当我展示自己的设计时,
04:39
I say there's just one question
and the question should be,
102
267960
2776
客户一般只会有一个问题,
那就是——
“Mike,我要怎样感谢你?”
04:42
"How can I thank you, Mike麦克风?"
103
270760
1376
04:44
But in this case案件,
the question was more like,
104
272160
2616
但这一次,客户的问题却是,
04:46
"Um, are you kidding开玩笑?"
105
274800
2416
“呃,你在开玩笑吗?”
04:49
Because, they said,
106
277240
1696
他们说,因为
04:50
the premise前提 of all this work
107
278960
1376
这些设计的前提
04:52
was that kids孩子 were bored无聊
with old libraries图书馆, musty发霉的 old libraries图书馆.
108
280360
4136
是孩子们厌倦了
老旧的图书馆,
04:56
They were tired of them.
109
284520
1216
受够了这些。
04:57
And instead代替, they said, these kids孩子
have never really seen看到 a library图书馆.
110
285760
3336
然而这些孩子从未
见过真正的图书馆。
05:01
The school学校 libraries图书馆 in these schools学校
111
289120
1816
这些学校里的图书馆,
05:02
are really so dilapidated残破,
if they're there at all,
112
290960
3416
都非常破旧,
有的学校甚至没有。
05:06
that they haven't没有 bored无聊 anyone任何人.
113
294400
1936
他们连厌倦
的机会都没有。
05:08
They haven't没有 even been there
to bore anyone任何人 at all.
114
296360
2976
这些图书馆甚至
没有存在过。
05:11
So the idea理念 was, just forget忘记
about giving it a new name名称.
115
299360
3416
所以,我不需要给它
取什么新名字。
05:14
Just call it, one last try, a library图书馆.
116
302800
4056
只要叫它“图书馆”就行了,
05:18
Right? OK.
117
306880
1216
就这样。
05:20
So I thought, OK, give it a little oomph性的魅力?
118
308120
2856
所以我想,行吧,
弄点花样?
05:23
Exclamation感叹 point?
119
311000
1216
加个感叹号?
05:24
Then -- this is because I'm clever聪明 --
120
312240
1976
然后——
我运用聪明才智——
05:26
move移动 that into the "i,"
121
314240
2536
我把感叹号移动到了I处,
05:28
make it red,
122
316800
1256
把它变成红色。
05:30
and there you have it,
the Library图书馆 Initiative倡议.
123
318080
2176
这样就完成了:
“图书馆计划”。
05:32
So I thought, mission任务 accomplished完成,
there's your logo商标.
124
320280
2536
于是任务完成了,
这就是你们要的标志。
05:34
So what's interesting有趣 about this logo商标,
an unintended意外 consequence后果,
125
322840
3056
有趣的是,这个标识
有一个意外结果。
05:37
was that it turned转身 out that
they didn't really even need my design设计
126
325920
3136
事实证明,客户其实
并不需要我设计什么,
05:41
because you could type类型 it any font字形,
you could write it by hand,
127
329080
2976
因为这个标识可以
用任何字体打印,可以手写,
05:44
and when they started开始
sending发出 emails电子邮件 around,
128
332080
2096
而当他们开始发邮件的时候,
05:46
they just would use Shift转移 and 1,
129
334200
1576
只要在键盘上打个感叹号,
05:47
they'd他们会 get their own拥有 logo商标
just right out of the thing.
130
335800
2576
就能直接打出自己的标志。
05:50
And I thought, well, that's fine.
131
338400
1736
我想,嗯,行吧。
05:52
Feel free自由 to use that logo商标.
132
340160
1776
这个标志你们随便用。
05:53
And then I embarked开始
on the real真实 rollout推出 of this thing --
133
341960
2896
然后,我开始真正展示我的设计。
05:56
working加工 with every一切 one of the architects建筑师
134
344880
1936
和每一个建筑师合作,
05:58
to put this logo商标 on the front面前 door
of their own拥有 library图书馆. Right?
135
346840
3000
把这个标识放在图书馆门上。
06:02
So here's这里的 the big rollout推出.
136
350360
1376
事情是这样的。
06:03
Basically基本上 I'd work
with different不同 architects建筑师.
137
351760
2256
我需要和不同建筑师合作。
06:06
First Robin知更鸟 Hood引擎罩 was my client客户.
Now these architects建筑师 were my client客户.
138
354040
3216
原本罗宾汉是我的客户,
现在建筑师们是我的客户。
06:09
I'd say, "Here's这里的 your logo商标.
Put it on the door."
139
357280
2239
我会说:“这是你的标志。
把它放在门上。”
06:11
"Here's这里的 your logo商标. Put it on both doors."
140
359543
1953
“这是你的标志。把它放在两扇门上。”
06:13
"Here's这里的 your logo商标.
Put it off to the side."
141
361520
2016
“这是你的标志。把它放在边上。”
06:15
"Here's这里的 your logo商标
repeated重复 all over to the top最佳."
142
363560
2256
“这是你的标志。在顶上把它重复放。”
06:17
So everything was going swimmingly顺顺当当.
143
365840
1696
所以每件事都做的挺快。
06:19
I just was saying,
"Here's这里的 your logo商标. Here's这里的 your logo商标."
144
367560
2656
我只是说,“这是你的标志。这是你的标志。”
06:22
Then I got a call
from one of the architects建筑师,
145
370240
2136
然后,我接到了一个建筑师的电话,
06:24
a guy named命名 Richard理查德 Lewis刘易斯,
and he says, "I've got a problem问题.
146
372400
2856
他叫理查德·路易斯,
他说:“我遇到了个麻烦。
06:27
You're the graphics图像 guy.
Can you solve解决 it?"
147
375280
2016
你是负责图像设计的。
能帮个忙吗?
06:29
And I said, OK, sure."
148
377320
1216
我说,“当然可以。”
06:30
And he said, "The problem问题 is
that there's a space空间
149
378560
2576
他说:“书架和天花板之间
06:33
between之间 the shelf and the ceiling天花板."
150
381160
1816
有一个空档。”
06:35
So that sounds声音 like
an architectural建筑的 issue问题 to me,
151
383000
2336
对我来说这听起来像
建筑问题,
06:37
not a graphic图像 design设计 issue问题,
so I'm, "Go on."
152
385360
2096
而不是图像设计问题。
我说:“继续。”
06:39
And Richard理查德 says, "Well,
the top最佳 shelf has to be low enough足够
153
387480
3656
他说:“最高的书架必须低到
06:43
for the kid孩子 to reach达到 it,
154
391160
1216
孩子们能够得到,
06:44
but I'm in a big old building建造,
and the ceilings天花板 are really high,
155
392400
3000
但在老楼房里天花板很高,
06:47
so actually其实 I've got
all this space空间 up there
156
395424
2072
所以有一块很大的空白,
06:49
and I need something like a mural壁画."
157
397520
1696
我需要弄些壁画。”
06:51
And I'm like, "Whoa,
you know, I'm a logo商标 designer设计师.
158
399240
2936
我说:“啊?我是商标设计师,
06:54
I'm not Diego迭戈 Rivera里维拉 or something.
159
402200
2136
不是画家。
06:56
I'm not a muralist壁画."
160
404360
1616
我不会壁画。”
06:58
And so he said, "But can't you
think of anything?"
161
406000
2376
他说:“但你不能想点什么吗?”
07:00
So I said, "OK, what if we just
took pictures图片 of the kids孩子 in the school学校
162
408400
5376
我说:“行,如果给孩子拍点照片,
07:05
and just put them around
the top最佳 of the thing,
163
413800
2456
然后放在书架上方,
07:08
and maybe that could work."
164
416280
1336
或许就搞定了。”
07:09
And my wife妻子 is a photographer摄影师,
165
417640
1856
我夫人是摄影师,
07:11
and I said, "Dorothy多萝西, there's no budget预算,
166
419520
1936
我告诉她:“多罗西,这没有预算,
07:13
can you come to this school学校
in east New York纽约, take these pictures图片?"
167
421480
3176
你能到纽约东边的这个学校拍点照吗?”
07:16
And she did,
168
424680
1216
她去了,
07:17
and if you go in Richard's理查德的 library图书馆,
169
425920
1976
而如果你到了那个图书馆,
07:19
which哪一个 is one of the first that opened打开,
170
427920
1856
这批图书馆第一个开放的,
07:21
it has this glorious辉煌 frieze带状装饰
of, like, the heroes英雄 of the school学校,
171
429800
3096
你会看到,像英雄一般
07:24
oversized过大的, looking down
172
432920
1696
很大的人像,俯视着
07:26
into the little dollhouse玩具屋
of the real真实 library图书馆, right?
173
434640
3016
下面的小小图书馆。
07:29
And the kids孩子 were great,
hand-selected手选 by the principals校长
174
437680
2816
这些孩子都很好,
由校长和图书管理员
07:32
and the librarian图书管理员.
175
440520
1776
亲自挑选。
07:34
It just kind of created创建
this heroic英勇 atmosphere大气层 in this library图书馆,
176
442320
3256
这就使得图书馆有种英雄气氛,
07:37
this very dignified凝重 setting设置 below下面
and the joy喜悦 of the children孩子 above以上.
177
445600
3496
下面是庄严的气氛,
上面是欢快的孩子们。
07:41
So naturally自然 all the other librarians图书馆
in the other schools学校 see this
178
449120
4336
后来其他学校的图书馆员看到了,
07:45
and they said, well, we want murals壁画 too.
179
453480
1936
他们说,“我们也想要壁画。”
07:47
And I'm like, OK.
180
455440
1296
我想,好吧。
07:48
So then I think, well,
it can't be the same相同 mural壁画 every一切 time,
181
456760
2896
但这不能每次都一样,
07:51
so Dorothy多萝西 did another另一个 one,
and then she did another另一个 one,
182
459680
3056
所以多罗西拍了照片
给另外两个图书馆,
07:54
but then we needed需要 more help,
183
462760
1616
然后我们需要别的支援了。
07:56
so I called an illustrator插画 I knew知道
named命名 Lynn林恩 Pauley波利,
184
464400
2856
我认识一个叫林·泡利的插画师,
07:59
and Lynn林恩 did these beautiful美丽
paintings绘画 of the kids孩子.
185
467280
2936
他画了这些美丽的孩子们。
08:02
Then I called a guy named命名 Charles查尔斯 Wilkin威尔金
at a place地点 called Automatic自动 Design设计.
186
470240
4336
然后我找来Automatic Design
的查尔斯·维京,
08:06
He did these amazing惊人 collages拼贴.
187
474600
1800
他做了拼贴画。
08:08
We had Rafael拉斐尔 EsquerEsquer
188
476960
2336
我们有拉斐尔·伊斯科,
08:11
do these great silhouettes剪影.
189
479320
1856
他做了剪影。
08:13
He would work with the kids孩子,
asking for words,
190
481200
2176
他会和孩子们合作,
想寻找词语,
08:15
and then based基于 on those prompts提示,
191
483400
1576
基于孩子们的回答,
08:17
come up with this little,
delirious发狂的 kind of constellation星座
192
485000
2696
做出这些剪影组合,
08:19
of silhouettes剪影
of things that are in books图书.
193
487720
2056
反映了书中的内容。
08:21
Peter彼得 ArkleArkle interviewed采访 the kids孩子
194
489800
1576
比特·阿科尔采访了孩子们,
08:23
and had them talk
about their favorite喜爱 books图书
195
491400
2096
让他们说说他们最喜欢的书,
08:25
and he put their testimony见证
as a frieze带状装饰 up there.
196
493520
2256
然后把他们的话放在上面。
08:27
Stefan斯特凡 SagmeisterSagmeister worked工作 with Yuko裕子 Shimizu清水
197
495800
2256
斯特凡·萨格和清水裕子合作,
08:30
and they did this amazing惊人
manga-style漫画风格 statement声明,
198
498080
2296
用漫画配上格言,
08:32
"Everyone大家 who is honest诚实 is interesting有趣,"
199
500400
2456
“诚实的人都很有趣,”
08:34
that goes all the way around.
200
502880
1856
放在周围。
08:36
Christoph克里斯托夫 Niemann尼曼, brilliant辉煌 illustrator插画,
201
504760
2376
克里斯托弗·聂曼,优秀插画家,
08:39
did a whole整个 series系列 of things
202
507160
1376
创作了一系列作品,
08:40
where he embedded嵌入式 books图书
into the faces面孔 and characters人物
203
508560
3016
画面中书本与书中的
08:43
and images图片 and places地方
that you find in the books图书.
204
511600
3136
人物形象、场景等融为一体。
08:46
And then even Maira玛丽亚 Kalman卡尔曼
205
514760
2039
还有玛利亚·卡曼,
08:48
did this amazing惊人 cryptic神秘 installation安装
of objects对象 and words
206
516840
3815
她的物品和词语的剪纸,
08:52
that kind of go all around
and will fascinate吸引 students学生们
207
520679
3177
贴满图书馆,一直深深地
08:55
for as long as it's up there.
208
523880
1576
吸引着孩子们。
08:57
So this was really satisfying满意的,
209
525480
1656
大家都很满意。
08:59
and basically基本上 my role角色 here was reading
a series系列 of dimensions尺寸 to these artists艺术家,
210
527160
5896
我基本只要把尺寸告诉艺术家就行。
09:05
and I would say,
211
533080
1256
我会说,
09:06
"Three feet by 15 feet, whatever随你 you want.
212
534360
2696
“3X5英尺,随便你弄。
09:09
Let me know if you have
any problem问题 with that."
213
537080
2216
有问题找我。”
然后他们就会把这些弄好。
这是最棒的事。
09:11
And they would go and install安装 these.
It just was the greatest最大 thing.
214
539320
3216
09:14
But the greatest最大 thing, actually其实, was --
215
542560
2296
但更棒的事,其实是,
09:16
Every一切 once一旦 in a while,
216
544880
1216
我时不时会
09:18
I'd get, like, an invitation请帖 in the mail邮件
made制作 of construction施工 paper,
217
546120
3216
收到彩色卡纸做的请柬,
邀请我去参加图书馆的开馆大会。
09:21
and it would say, "You are invited邀请
to the opening开盘 of our new library图书馆."
218
549360
3296
所以,我去了那个图书馆,
比如这个PS 10,
09:24
So you'd go to the library图书馆,
say, you'd go to PSPS10,
219
552680
2376
09:27
and you'd go inside.
220
555080
1216
走进去。
09:28
There'd这红色 be balloons气球,
there'd这红色 be a student学生 ambassador大使,
221
556320
2776
会有气球,会有学生接待,
09:31
there'd这红色 be speeches演讲 that were read,
222
559120
2136
有事先拟好的演讲,
09:33
poetry诗歌 that was written书面
specifically特别 for the opening开盘,
223
561280
2896
有为了开馆写的诗歌,
09:36
dignitaries政要 would present当下 people
with certificates证书,
224
564200
2936
还有大人物颁发证书,
09:39
and the whole整个 thing
was just a delirious发狂的, fun开玩笑 party派对.
225
567160
2616
整个活动就是一个
激动人心的派对。
09:41
So I loved喜爱 going to these things.
226
569800
1616
我爱参加这些活动。
09:43
I would stand there dressed连衣裙的 like this,
obviously明显 not belonging属于,
227
571440
2976
我会站在那,穿着正装,
显得格格不入,
09:46
and someone有人 would say,
"What are you doing here, mister先生?"
228
574440
2667
然后有人问我,
“你为什么来这里?”
09:49
And I'd say, "Well, I'm part部分 of the team球队
that designed设计 this place地点."
229
577131
3165
我说:“我参与设计了这个地方。”
09:52
And they'd他们会 said, "You do these shelves货架?"
230
580320
1905
他们问:“你设计了书架吗?”
09:54
And I said, "No."
"You took the pictures图片 up above以上."
231
582249
2407
我说,“不是。”
“那就是拍了上面的照片?”
09:56
"No."
232
584680
1216
“不是。”
09:57
"Well, what did you do?"
233
585920
1216
“那你设计了什么?”
09:59
"You know when you came来了 in?
The sign标志 over the door?"
234
587160
2456
“你进门时看到
那个符号了吗?”
10:01
"The sign标志 that says library图书馆?"
235
589640
1416
“那个写了图书馆的指示牌吗?”
10:03
(Laughter笑声)
236
591080
1016
(笑声)
10:04
"Yeah, I did that!"
237
592120
1216
”是啊,那是我设计的。“
10:05
And then they'd他们会 sort分类 of go,
"OK. Nice尼斯 work if you can get it."
238
593360
4120
他们就走了,“设计得不错,挺好的。”
10:10
So it was so satisfying满意的
going to these little openings开口
239
598200
4096
总之我很高兴去参加这些开幕式,
10:14
despite尽管 the fact事实 that I was
kind of largely大部分 ignored忽视 or humiliated羞辱,
240
602320
3736
尽管我基本上被忽视或者嘲笑。
10:18
but it was actually其实 fun开玩笑
going to the openings开口,
241
606080
2176
但这真的很有趣,
10:20
so I decided决定 that I wanted
to get the people in my office办公室
242
608280
2696
所以我决定叫来我工作室的人,
10:23
who had worked工作 on these projects项目,
get the illustrators插画 and photographers摄影师,
243
611000
3456
是他们找来了插画师和摄影师,
10:26
and I said, why don't we rent出租 a van面包车
244
614480
1696
所以我说,为什么不租一辆车,
10:28
and drive驾驶 around
the five boroughs行政区 of New York纽约
245
616200
2376
然后在纽约开来开去,
10:30
and see how many许多 we could hit击中 at one time.
246
618600
2016
看看我们一次性能看到多少图书馆。
10:32
And eventually终于 there were
going to be 60 of these libraries图书馆,
247
620640
2856
最后一共有60个图书馆。
10:35
so we probably大概 got to see
maybe half a dozen in one long day.
248
623520
3776
所以或许我们能在一天看完6个。
10:39
And the best最好 thing of all
was meeting会议 these librarians图书馆
249
627320
2936
最棒的是见到
图书管理员,
10:42
who kind of were running赛跑 these,
took possession所有权 of these places地方
250
630280
3576
他们管理这些地方,
主宰这里,
10:45
like their private私人的 stage阶段
upon which哪一个 they were invited邀请
251
633880
2576
就像他们自己的舞台,
他们被请来
10:48
to mesmerize催眠 their students学生们
and bring带来 the books图书 to life,
252
636480
3936
迷住孩子们,让书本活起来。
10:52
and it was just
this really exciting扣人心弦 experience经验
253
640440
2536
亲眼见到他们的”表演“
10:55
for all of us to actually其实
see these things in action行动.
254
643000
2816
让我们都十分兴奋。
10:57
So we spent花费 a long day doing this
255
645840
2536
我们花了一整天,
11:00
and we were in the very last library图书馆.
256
648400
1816
来到最后一个图书馆。
11:02
It was still winter冬季,
because it got dark黑暗 early,
257
650240
2816
这是冬天,天黑的很早,
11:05
and the librarian图书管理员 says,
258
653080
1216
图书管理员说,
11:06
"I'm about to close down.
So really nice不错 having you here.
259
654320
2696
“我要关门了。很高兴你们能来。
11:09
Hey, wait a second第二, do you want to see
how I turn off the lights灯火?"
260
657040
3136
等等,你要看看我怎么关灯的吗?”
11:12
I'm like, "OK."
261
660200
1296
我说,“好啊。”
11:13
And she said, "I have
this special特别 way that I do it."
262
661520
2496
她说,“我有特别的做法。”
11:16
And then she showed显示 me.
263
664040
1256
她展示给我看。
11:17
What she did was she turned转身 out
every一切 light one by one by one by one,
264
665320
3456
她一个个把灯关上,
11:20
and the last light she left on
265
668800
2056
最后一盏灯,
11:22
was the light that illuminated发光的
the kids'孩子们 faces面孔,
266
670880
2896
是那盏照亮着孩子们脸的灯。
11:25
and she said, "That's the last light
I turn off every一切 night,
267
673800
2856
她说,“那是我每天最后关的灯。
11:28
because I like to remind提醒 myself
why I come to work."
268
676680
2576
因为我想提醒自己
我工作是为了什么。
11:31
So when I started开始 this whole整个 thing,
269
679280
2856
看,当我开始做这一切时,
11:34
remember记得, it was just
about designing设计 that logo商标
270
682160
2191
我只是设计一个标识,
11:36
and being存在 clever聪明, come up with a new name名称?
271
684375
2001
然后想个巧妙的名字。
11:38
The unintended意外 consequence后果 here,
272
686400
1576
最终的意外结果,
11:40
which哪一个 I would like to take credit信用 for
273
688000
1816
我很想归功于自己,
11:41
and like to think I can think through通过
the experience经验 to that extent程度,
274
689840
3216
很想认为一切都在
我最初的设想中。
11:45
but I can't.
275
693080
1216
但我不能。
11:46
I was just focused重点 on a foot脚丫子 ahead of me,
as far as I could reach达到 with my own拥有 hands.
276
694320
3976
我只是关注下一步,只考虑
自己触手可及的事情,
11:50
Instead代替, way off in the distance距离
277
698320
2576
而在远方,
11:52
was a librarian图书管理员
278
700920
1256
是一个图书管理员,
11:54
who was going to find
the chain of consequences后果
279
702200
2936
把这个因果链,把我们不断发展的
11:57
that we had set in motion运动,
280
705160
1416
一系列活动
11:58
a source资源 of inspiration灵感
281
706600
1496
当做一种激励。
12:00
so that she in this case案件
could do her work really well.
282
708120
3376
这样,她就能很好地
完成自己的工作。
12:03
40,000 kids孩子 a year
are affected受影响 by these libraries图书馆.
283
711520
3376
每年有四万个孩子
受益于这些图书馆。
12:06
They've他们已经 been happening事件
for more than 10 years年份 now,
284
714920
2456
现在已经过去了10年。
12:09
so those librarians图书馆 have kind of turned转身 on
a generation of children孩子 to books图书
285
717400
4536
某种意义上这些图书馆员
让一代孩子接触到了图书,
12:13
and so it's been a thrill颤抖 to find out
286
721960
2496
而意识到这一点让人兴奋:
12:16
that sometimes有时 unintended意外 consequences后果
are the best最好 consequences后果.
287
724480
3736
有时候,意外的结果
是最好的结果。
12:20
Thank you very much.
288
728240
1216
谢谢大家。
12:21
(Applause掌声)
289
729480
3880
(掌声)
Translated by Anney Ye
Reviewed by Siman Mo

▲Back to top

ABOUT THE SPEAKER
Michael Bierut - Designer, critic
Michael Bierut is a partner in the New York office of Pentagram, a founder of Design Observer and a teacher at Yale School of Art and Yale School of Management.

Why you should listen

Michael Bierut studied graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning, graduating summa cum laude in 1980. Prior to joining Pentagram in 1990 as a partner in the firm's New York office, he worked for ten years at Vignelli Associates, ultimately as vice president of graphic design.

His projects at Pentagram have included work for the New York Times, Saks Fifth Avenue, The Cathedral of St. John the Divine, Harley-Davidson, The Museum of Arts and Design, Mastercard, the New York City Department of Transportation, the Robin Hood Foundation, Mohawk Paper Mills, New World Symphony, the New York Jets, the Brooklyn Academy of Music and MIT Media Lab. As a volunteer to Hillary for America, he created the ubiquitous H logo that was used throughout the 2016 presidential campaign.

He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York, and the Musée des Arts Décoratifs, Montreal. He served as president of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 1988 to 1990 and is president emeritus of AIGA National. Bierut was elected to the Alliance Graphique Internationale in 1989, to the Art Directors Club Hall of Fame in 2003, and was awarded the profession’s highest honor, the AIGA Medal, in 2006. In 2008, he was named winner in the Design Mind category of the Cooper-Hewitt National Design Awards. In spring 2016, Bierut was appointed the Henry Wolf Graphic Designer in Residence at the American Academy in Rome.

Bierut is a senior critic in graphic design at the Yale School of Art and a lecturer at the Yale School of Management. He writes frequently about design and is the co-editor of the five-volume series Looking Closer: Critical Writings on Graphic Design published by Allworth Press. In 2002, Bierut co-founded Design Observer, a blog of design and cultural criticism which now features podcasts on design, popular culture, and business.

Bierut's book 79 Short Essays on Design was published in 2007 by Princeton Architectural Press. A monograph on his work, How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry and (every once in a while) change the world, was published in 2015 by Thames & Hudson and Harper Collins. This accompanied the first retrospective exhibition of his work, part of the School of Visual Art's Masters Series, which was on view at the SVA Chelsea Gallery in New York City for five weeks in autumn 2015. His next book, Now You See It, is due out from Princeton Architectural Press this fall. 


More profile about the speaker
Michael Bierut | Speaker | TED.com