Michael Bierut: How to design a library that makes kids want to read
Майкл Бирут: Балаларды оқуға ынталандыратын кітапхананы қалай жасау қажет?
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.
the law of unintended consequences.
бар заң.
consequences that they really intend,
сол салдарға қол жеткізгісі келеді,
to help them achieve those consequences.
салдарға қол жеткізуге көмек беру.
of unintended consequences.
қорқып өмір сүремін.
consequences intended and unintended.
байқаусыздық салдары туралы әңгіме.
called Robin Hood
бір мекеме қоңырау шалып,
a wonderful philanthropic organization
филантропиялық ұйым.
give it to poor people.
кедей адамдарға береді.
was the New York City school system,
мектептер желісіне қатысты еді,
more than a million students at a time,
астам оқушыға білім береді,
that are in disrepair,
that could use a renovation.
to improve these buildings in some way,
жақсартқысы келді,
too expensive and impractical.
қаражатты қажет ететін еді.
what one room they could go into
in as many buildings that they could,
the lives of the children inside
идеясын ойлап тапты.
was the school library,
called the Library Initiative.
have to pass through the library.
жүрегі бар.
and soul of the school is.
where they brought in
to rethink what a library was.
жандандыру тапсырылды.
by improving these libraries.
құдыретті іс бастады.
"Could you make a little contribution?"
"Бізге көмек бере аласыз ба?"-деп сұрады.
деп сұрадым.
to be the graphic designer
дизайнер қажет.
That means I get to design a logo.
деп ойладым. Яғни, мен логотип жасаймын.
compared with architecture
and then you're out,
сонымен іс те бітеді,
good about myself when I do these favors.
беріп, өз-өзіме риза болғанды ұнатамын.
all based on this one idea.
үш логотип жасап беремін.
pick any of the three.
таңдаңдар.
these would be new school libraries
жаңа кітапханалар жасау еді
a new idea that needs a new name.
оған жаңа атау қажет.
that these were musty old libraries,
өзгерткім келді, яғни бұл кітапхана ескі,
that everyone is bored with,
do talk, do make loud noises.
орын деп елестетіңіз.
it's like a shush-free zone.
еш қажеті жоқ.
OK, option number two.
Енді екіншісі.
Meet you after school down at OWL.
Сабақтан кейін ҮКІ-де кездесейік.
Now, what does OWL stand for?
Ал ҮКІ сөзі нені білдіреді?
бола алады.
could figure out other things it could be
сөз орамын тауып берер, себебі
It's like the eye of the owl.
Үкінің көзі сияқты.
was based actually on language.
негізделген еді.
is the past tense of "read,"
шақта сол күйінше қалады,
бірдей айтылады.
this place The Red Zone?
деп атамасқа?
interested in spelling and I don't know.
is more important than spelling,
ережелерінен маңыздырақ болады,
one of those instances.
деп ойладым.
and the question should be,
the question was more like,
with old libraries, musty old libraries.
кітапханалардан жалыққаны.
have never really seen a library.
ешқашан көрген жоқ деп айтты.
if they're there at all,
to bore anyone at all.
олар ешкімді жалықтыра алмайды.
about giving it a new name.
жай ғана жаңа атау беру емес.
керек еді.
the Library Initiative.
пайда болды.
there's your logo.
менің жұмысым аяқталды деп ойладым.
an unintended consequence,
бұл байқаусыздық салдары болып шықты.
they didn't really even need my design
дизайным керек те емес екен,
you could write it by hand,
немесе қолдан жазып алады.
sending emails around,
just right out of the thing.
on the real rollout of this thing --
of their own library. Right?
жағына ілдік.
with different architects.
жұмыс істеу қажет болды.
Now these architects were my client.
сәулетшілер клиентіме айналды.
Put it on the door."
есікке іл",- деймін.
Put it off to the side."
repeated all over to the top."
жоғарыға қарай іл."
"Here's your logo. Here's your logo."
деп айтып отырдым.
from one of the architects,
қоңырау шалып,
and he says, "I've got a problem.
"Менде бір мәселе бар" деді.
Can you solve it?"
Көмектесесің бе?" деді.
that there's a space
an architectural issue to me,
сәулетшінің жұмысы,
so I'm, "Go on."
the top shelf has to be low enough
төменде орналасуы қажет,
and the ceilings are really high,
all this space up there
you know, I'm a logo designer.
think of anything?"
деп сұрады ол.
took pictures of the kids in the school
Мектептегі балаларды суретке түсіріп,
the top of the thing,
in east New York, take these pictures?"
суретке түсіресің бе?" дедім.
of, like, the heroes of the school,
оқушылардың үлкейтілген суреттері
of the real library, right?
Керемет архитектуралық фриз.
hand-selected by the principals
this heroic atmosphere in this library,
бір ерлік атмосферасын тудырды.
and the joy of the children above.
төменде кітаптардың айбынды қалпы.
in the other schools see this
осыны көріп, өз кітапханаларында
it can't be the same mural every time,
суреттер бола алмайды ғой,
and then she did another one,
Сонан соң тағы да түсірді.
named Lynn Pauley,
Линн Паулиді шақырдым.
paintings of the kids.
салып берді.
at a place called Automatic Design.
жерден Чарльз Уилкинді шақырдым.
asking for words,
delirious kind of constellation
кітаптағы заттардың
of things that are in books.
about their favorite books
as a frieze up there.
қабырғаға іліп қойды.
manga-style statement,
жасады.
into the faces and characters
that you find in the books.
of objects and words
таңғажайып көрініс жасады.
and will fascinate students
a series of dimensions to these artists,
қабырғалардың параметрлерін айту еді,
any problem with that."
It just was the greatest thing.
Бұл керемет еді.
ең керемет нәрсесі -
made of construction paper,
келетін, онда былай жазылатын:
to the opening of our new library."
ашылу рәсіміне шақырамыз".
say, you'd go to PS10,
мысалы PS10-ға,
there'd be a student ambassador,
өкілі қарсы алып,
specifically for the opening,
with certificates,
дипломдармен марапаттап,
was just a delirious, fun party.
obviously not belonging,
өзгешеленіп тұратынмын.
"What are you doing here, mister?"
істеп жүрсіз?" деп сұрайтын.
that designed this place."
мүшесімін" дейтінмін. Олар
"You took the pictures up above."
"Төбедегі суреттер сіздікі ме?"
The sign over the door?"
"OK. Nice work if you can get it."
деп кететін.
going to these little openings
маған күліп кетсе де,
kind of largely ignored or humiliated,
going to the openings,
to get the people in my office
get the illustrators and photographers,
өз кеңсемде жинадым да,
the five boroughs of New York
орналасқан біраз
going to be 60 of these libraries,
болып шықты.
maybe half a dozen in one long day.
алтауына барып келеміз.
was meeting these librarians
кездесу еді.
took possession of these places
қожайыны еді.
upon which they were invited
қыр-сырын ашып,
and bring the books to life,
кісілер еді.
this really exciting experience
see these things in action.
бір әсерлі сезім еді.
ұзақ уақыт өткізіп,
because it got dark early,
сол себептен күн ерте бататын.
So really nice having you here.
how I turn off the lights?"
ме?" деді кітапханашы.
this special way that I do it."
сөндіремін" деді.
every light one by one by one by one,
the kids' faces,
түсіретін шам еді.
I turn off every night,
сөндіремін, себебі осылай
why I come to work."
есіме саламын."
about designing that logo
the experience to that extent,
as far as I could reach with my own hands.
бір қадам алға ойладым.
the chain of consequences
could do her work really well.
are affected by these libraries.
астам балаға қызмет етеді.
for more than 10 years now,
a generation of children to books
кітаптарға қызықтырды,
are the best consequences.
салдар екенін түсіну болды.
ABOUT THE SPEAKER
Michael Bierut - Designer, criticMichael 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.
Michael Bierut | Speaker | TED.com