Michael Bierut: How to design a library that makes kids want to read
مایکل بێیروت: چۆن دیزانی کتێبخانەیەک بکەین، کە وا لە منداڵەکانمان بکات بخوێننەوە؟
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.
"یاسای دەرئەنجامی بێ پلان"
consequences that they really intend,
ئەنجامانەیان دەوێت کە خۆیان مەبەستیانە، و
to help them achieve those consequences.
of unintended consequences.
پلان بۆ دانەنراوانەدا دەژیم.
consequences intended and unintended.
پلانیان بۆ دانرابێت یان بۆیان دانەنرابێت.
called Robin Hood
ناوی ڕۆبین هود بوو
a wonderful philanthropic organization
گرنگ و مرۆڤ دوستە
give it to poor people.
دەیدەن بە هەژاران.
was the New York City school system,
سوود بە سیستمی قوتابخانەی نیویۆرک بگەیەنن،
more than a million students at a time,
خوێندن بگەیەنێتە یەک ملیۆن منداڵ، و
that are in disrepair,
تەلارەکانی هێشتا چاکنەکراونەتەوە،
that could use a renovation.
to improve these buildings in some way,
لایەنەوە پەرە بەم تەلارانە بدات،
too expensive and impractical.
،بۆیان جێبەجێ ناکرێت
what one room they could go into
دەتوانن چ ژورێک
in as many buildings that they could,
لەبەردەستیاندایە
the lives of the children inside
کە لەناویدان و
was the school library,
کتێبخانەی قوتابخانەکە چاک بکەن
called the Library Initiative.
دەستپێشخەری کتێبخانە
have to pass through the library.
کتێبخانەکەدا تێپەڕێت
and soul of the school is.
لەوێیە
where they brought in
هەستان بە هێنانی
دواتر ٢٠ و دواتر زیاتر
to rethink what a library was.
تا جارێکی دی پێمان بڵێت کتێبخانە چییە
by improving these libraries.
بکەن بە پەرەپێدانی کتێبخانەکانیان
"Could you make a little contribution?"
"هاوکاریمان بکەیت؟
to be the graphic designer
That means I get to design a logo.
واتە دەبێت دیزانینی لۆگۆیەک بکەم
compared with architecture
بە ئەندازیاری و
and then you're out,
ئیتر کاری تۆ تەواو دەبێت
good about myself when I do these favors.
بە کردنی ئەو کارانە
all based on this one idea.
هەموو لەسەر هەمان بیرۆکە دروسکراون
pick any of the three.
یەکێکیان هەڵبژێرن
these would be new school libraries
کتێبخانەی نوێ دەکرێتەوە
a new idea that needs a new name.
و پێویستی بە ناوێکی نوێ هەیە
that these were musty old libraries,
کە کتێبخانە کۆنەکان هەیانن
that everyone is bored with,
do talk, do make loud noises.
قسەی لێدەکرێت و دەنگەدەنگی تێدایە
it's like a shush-free zone.
شوێنێکی خاڵییە کە چرپرچرپ
OK, option number two.
بژاردەی دووەم
Meet you after school down at OWL.
OWL دوای قوتابخانە دەتبینم لە
Now, what does OWL stand for?
واتای چی؟ OWL
could figure out other things it could be
شتی زیاتریان لێ دروست بکەن
It's like the eye of the owl.
OWL لە چاوی شەمشەمەکوێرە دەچێت
was based actually on language.
is the past tense of "read,"
Read ڕابردووەکەی
this place The Red Zone?
(شوێنی خوێندنەوە)
interested in spelling and I don't know.
گرنگی بە ڕێنوس و ئەو شتانە دەدەن
is more important than spelling,
لە ڕێنوس گرنگترە
one of those instances.
and the question should be,
ئەویش ئەوەیە
the question was more like,
with old libraries, musty old libraries.
کۆن و پڕ لە یاساکان
have never really seen a library.
هەرگیز کتێبخانەیان نەبینیوە
if they're there at all,
ئەمە ئەگەر کتێبخانەشیان هەبێت
to bore anyone at all.
کەس بێزار بکەن
about giving it a new name.
ناوی نوێ لەیاد بکە
the Library Initiative.
دەستپێشخەری کتێبخانە
there's your logo.
ئەوە لۆگۆکەتان
an unintended consequence,
ئەنجامی بێ پلان
they didn't really even need my design
پێویستیان بە دیزاینەکەی من نەبوو
دەتوانی بە دەست بینوسی
you could write it by hand,
sending emails around,
شیفت و 1 لێبدەن
just right out of the thing.
on the real rollout of this thing --
ئەو ئەندازیارانە
of their own library. Right?
پێشەوەی کتێبخانەکە
with different architects.
Now these architects were my client.
ئێستا بۆ هەموو ئەندازیارەکان
Put it on the door."
"ئەمە لۆگۆکەتە بیدە لە دەرگەکە"
Put it off to the side."
لەسەر لا
repeated all over to the top."
"Here's your logo. Here's your logo."
ئەمە لۆگۆکەت، ئەمە لۆگۆکەت
from one of the architects,
لە ئەندازیارێکەوە
and he says, "I've got a problem.
گوتی، کێشەیەکم هەیە
Can you solve it?"
دەتوانیت چارەی بکەیت؟
that there's a space
بۆشاییەک هەیە
an architectural issue to me,
so I'm, "Go on."
گوتم، بەردەوامبە
the top shelf has to be low enough
دەبێت نزمبن بۆ ئەوەی
and the ceilings are really high,
سەقفەکانی زۆر بەرزن
all this space up there
you know, I'm a logo designer.
think of anything?"
بیر لە شتێک بکەیتەوە؟
took pictures of the kids in the school
the top of the thing,
in east New York, take these pictures?"
of, like, the heroes of the school,
لە پاڵەوانەکانی قوتابخانەکە،
of the real library, right?
hand-selected by the principals
بە تایبەتی هەڵبژێردرابوون
this heroic atmosphere in this library,
لە کتێبخانەکەدا،
and the joy of the children above.
دڵخۆشی منداڵەکانی سەرەوە.
in the other schools see this
کتێبخانەکانی دی ئەمەیان بینی
it can't be the same mural every time,
and then she did another one,
دواتر دانەیەکی دیکە،
named Lynn Pauley,
کە دەمناسی، لین پاولی
paintings of the kids.
at a place called Automatic Design.
لە شوێنێک بە ناوی، ئەوتۆماتیک دیزاین.
asking for words,
delirious kind of constellation
of things that are in books.
منداڵەکانی کرد
about their favorite books
as a frieze up there.
manga-style statement,
"سەرنجڕاکێشن
into the faces and characters
that you find in the books.
of objects and words
لە وشە و ئۆبجێکت
and will fascinate students
قوتابیەکانی سەرسام کرد
a series of dimensions to these artists,
any problem with that."
It just was the greatest thing.
شتێکی زۆر باش بوو.
made of construction paper,
to the opening of our new library."
. بۆ کردنەوەی کتێبخانەیەک
say, you'd go to PS10,
PS10 دەتگوت دەچم بۆ
there'd be a student ambassador,
خوێندکارە خۆبەخشەکان لەوێ دەبوون
specifically for the opening,
with certificates,
was just a delirious, fun party.
obviously not belonging,
لە هی ئەوێ نەدەچووم،
"What are you doing here, mister?"
that designed this place."
"You took the pictures up above."
The sign over the door?"
"سەر دەرگەکە
"OK. Nice work if you can get it."
"ئیشێکی باشت کردووە"
going to these little openings
kind of largely ignored or humiliated,
، یان شەرمەزار دەکرام
going to the openings,
، زۆر خۆش بوون
to get the people in my office
get the illustrators and photographers,
فۆتۆگرافەر، ئیلوسترەیتەر
the five boroughs of New York
going to be 60 of these libraries,
maybe half a dozen in one long day.
was meeting these librarians
took possession of these places
upon which they were invited
and bring the books to life,
و هێنانەوەی کتێب بۆ ژیان
this really exciting experience
see these things in action.
بینینی ئەنجامی کارەکانمان
because it got dark early,
بۆیە زوو تاریک بوو
So really nice having you here.
خۆشحاڵ بووم بە هاتنتان.
how I turn off the lights?"
this special way that I do it."
every light one by one by one by one,
the kids' faces,
I turn off every night,
کۆتا جار دەکوژێنمەوە،
why I come to work."
about designing that logo
the experience to that extent,
as far as I could reach with my own hands.
تا ئەوەندەی بتوانم
the chain of consequences
could do her work really well.
are affected by these libraries.
منداڵ سود لەو کتێبخانانە دەبینن
for more than 10 years now,
a generation of children to books
are the best consequences.
باشترین جۆری ئەنجامە
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