Michael Bierut: How to design a library that makes kids want to read
Майкл Биерүт: Хүүхдүүдэд ном унших хүсэл төрүүлэм номын санг хэрхэн барих вэ?
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.
нэг юм байдаг.
the law of unintended consequences.
байх гэж бодсон,
хүртэл байдаг.
consequences that they really intend,
болохоор намайг ажилд авдаг,
to help them achieve those consequences.
дүнг гаргахад туслуулах.
of unintended consequences.
гаргахаас айдаг.
consequences intended and unintended.
тухай түүх.
called Robin Hood
a wonderful philanthropic organization
хүмүүнлэгийн байгууллага,
give it to poor people.
ядууст өгдөг.
was the New York City school system,
сурагчдад хүрч нөлөөлдөг
more than a million students at a time,
системд нэмэр оруулахыг хүссэн.
that are in disrepair,
барилгууд,
that could use a renovation.
газруудад хичээл заадаг.
to improve these buildings in some way,
сайжруулах хүсэлтэй байсан ч
too expensive and impractical.
бөгөөд тохиромжгүй байсан юм.
what one room they could go into
барилга бүрээс ганц өрөөг сонгоод,
in as many buildings that they could,
сурагчдын
the lives of the children inside
was the school library,
сонгож,
called the Library Initiative.
санаачлагыг үндэслэсэн юм.
have to pass through the library.
дамжин явах хэрэгтэй.
and soul of the school is.
where they brought in
архитекторуудыг цуглуулж,
to rethink what a library was.
бодох даалгавар өглөө.
бэлтгэв.
үндсэн дээр
by improving these libraries.
нүсэр ажиллагаа эхэллээ.
"Could you make a little contribution?"
болох уу?'' гэсэн.
хүсч байна?'' гэхэд
график дизайнер
to be the graphic designer
Би лого зохиох хэрэгтэй гэсэн үг.
That means I get to design a logo.
Би лого хийдэг хүн.
гээд эхлэв.
compared with architecture
архитектор эсвэл
and then you're out,
оруулаад ажил дуусаа.
өөрөөрөө бахархах дуртай хүн.
good about myself when I do these favors.
all based on this one idea.
тулгуурласан 3 лого үзүүлье.
pick any of the three.
these would be new school libraries
a new idea that needs a new name.
that these were musty old libraries,
хүмүүс ороод уйддаг
that everyone is bored with,
харуулах байлаа.
догдолмоор зүйл бөгөөд
do talk, do make loud noises.
гэж бод.
it's like a shush-free zone.
OK, option number two.
Одоо 2-р санаа нь.
Сургуулийн дараа Шар Шувуунд тааръя.
Meet you after school down at OWL.
Тэгвэл энэ юу гэсэн үг вэ?
Now, what does OWL stand for?
could figure out other things it could be
үгийн баялагтай учир
олчих байх.
It's like the eye of the owl.
was based actually on language.
is the past tense of "read,"
this place The Red Zone?
яасан юм?
interested in spelling and I don't know.
гэдэгт нэх сонирхолгүй болсон. Мэдэхгүй ээ
is more important than spelling,
илүү чухал бөгөөд
one of those instances.
and the question should be,
the question was more like,
with old libraries, musty old libraries.
уйддаг нь гэсэн.
have never really seen a library.
номын санг харж үзээгүй.
if they're there at all,
хэнийг ч уйдаагаагүй.
to bore anyone at all.
байгаа ч гүй.
about giving it a new name.
бүр мөсөн мартах хэрэгтэй.
жавхаа өгөх үү гэж бодсон.
the Library Initiative.
Номын Сангийн Санаачлага.
лого чинь энэ байна гэсэн.
there's your logo.
an unintended consequence,
үр дүн байсан бөгөөд
they didn't really even need my design
you could write it by hand,
бүр гараараа ч бичиж болно,
sending emails around,
just right out of the thing.
гараад ирнэ.
on the real rollout of this thing --
гэж ажиллаж эхэлсэн,
of their own library. Right?
логог тавих гэж, тийм үү?
with different architects.
архитерторуудтай ажиллана.
бол одоо энэ архитекторууд.
Now these architects were my client.
Put it on the door."
бүх хаалган дээр тавь.''
Put it off to the side."
гээд л.
repeated all over to the top."
гэж хэлж байсан.
"Here's your logo. Here's your logo."
дуудлага авлаа.
from one of the architects,
and he says, "I've got a problem.
''Надад асуудал байна.
чадах уу?'' гэсэн.
Can you solve it?"
that there's a space
архитекторын асуудал шиг санагдсан.
an architectural issue to me,
so I'm, "Go on."
the top shelf has to be low enough
and the ceilings are really high,
хэт өндөр таазтай.
all this space up there
хэрэгтэй байна'' гэлээ.
you know, I'm a logo designer.
гэж би хэллээ.
think of anything?"
took pictures of the kids in the school
зургийг аваад
the top of the thing,
in east New York, take these pictures?"
өгөөч?'' гэж асуусан.
хэдийн нэг болох
гайхалтай ханын зургууд байгаа.
of, like, the heroes of the school,
of the real library, right?
байдалтай, тиймүү?
hand-selected by the principals
номын санч нь
this heroic atmosphere in this library,
уур амьсгал үүсгэж байсан,
and the joy of the children above.
хүүхдүүдийн баяр.
in the other schools see this
үүнийг хараад
it can't be the same mural every time,
зураг байж болохгүй,
and then she did another one,
мөн дахиад зураг авсан,
хэрэгтэй байв.
named Lynn Pauley,
зураачийг дуудсан.
paintings of the kids.
зургууд зурсан.
at a place called Automatic Design.
гэх залуу руу залгасан.
asking for words,
delirious kind of constellation
байсан.
of things that are in books.
about their favorite books
as a frieze up there.
тавьсан.
Юуко Шимизутай хамтарч
manga-style statement,
өгүүлбэр бичсэн,
into the faces and characters
гардаг зүйлсийн дүрд
that you find in the books.
of objects and words
and will fascinate students
ханан дээр байрлаж байхдаа
a series of dimensions to these artists,
бүтээлчдэд хэлж өгөх бөгөөд
any problem with that."
гэдэг.
Үнэхээр хамгийн сайхан зүйл.
It just was the greatest thing.
made of construction paper,
урилга ирдэг.
уригдлаа'' гэсэн бичигтэй.
to the opening of our new library."
say, you'd go to PS10,
there'd be a student ambassador,
specifically for the opening,
with certificates,
was just a delirious, fun party.
үдэшлэг мэт байсан.
явах их дуртай байсан.
obviously not belonging,
ингэж хувцаслаад зогсож байхад
"What are you doing here, mister?"
байгаа юм?'' гэхэд
that designed this place."
загварыг гаргасан хүмүүсийн нэг'' гэвэл
"You took the pictures up above."
авсан юм уу?''
Хаалган дээрх тэмдэг?''
The sign over the door?"
"OK. Nice work if you can get it."
сайхан ажил'' гэдэг.
going to these little openings
урамтай байсан,
kind of largely ignored or humiliated,
басамжлуулсан ч гэсэн,
going to the openings,
зураачид болон зурагчдыг
to get the people in my office
get the illustrators and photographers,
Нью-Йоркын 5 дүүргээр тойрч
the five boroughs of New York
яасан юм гэж асуусан.
going to be 60 of these libraries,
maybe half a dozen in one long day.
6 номын сан үзэх болсон.
was meeting these librarians
бараг л ажиллуулж,
took possession of these places
upon which they were invited
and bring the books to life,
болгоход нь урих байлаа.
this really exciting experience
see these things in action.
болсон.
because it got dark early,
харанхуй болдог байсан,
So really nice having you here.
уулзах таатай байлаа.
how I turn off the lights?"
унтраахыг харах уу?'' гэсэн.
this special way that I do it."
every light one by one by one by one,
нэг нэгээр нь унтраагаад
the kids' faces,
гэрэл байв.
I turn off every night,
унтраадаг гэрэл,
санах дуртай.'' гэсэн.
why I come to work."
about designing that logo
санаж байна уу?
the experience to that extent,
гар хүрэх газраа л харсан.
as far as I could reach with my own hands.
the chain of consequences
авч байсан.
could do her work really well.
болж.
are affected by these libraries.
сангуудын нөлөөнд байдаг.
for more than 10 years now,
үргэлжилж байгаа бөгөөд
a generation of children to books
номтой нөхөрлөхөд тусалсан.
үүссэн үр дагаврууд
are the best consequences.
үнэхээр миний сэтгэлийг хөдөлгөсөн юм.
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