Michael Bierut: How to design a library that makes kids want to read
Michael Bierut: Como criar uma biblioteca que faça as crianças gostarem de ler
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.
"lei das consequências não intencionais".
the law of unintended consequences.
não intencionais.
consequences that they really intend,
para fazer algo que realmente esperam,
to help them achieve those consequences.
alcançar o que elas desejam.
of unintended consequences.
de consequências não intencionais.
consequences intended and unintended.
intencionais e não intencionais.
called Robin Hood
organização chamada Robin Hood
uma instituição filantrópica maravilhosa
a wonderful philanthropic organization
give it to poor people.
was the New York City school system,
educacional da cidade de Nova Iorque,
more than a million students at a time,
mais de um milhão de estudantes
that are in disrepair,
edifícios degradados,
that could use a renovation.
mereciam uma reforma.
esses edifícios de alguma forma,
to improve these buildings in some way,
too expensive and impractical.
caro demais e impraticável.
what one room they could go into
descobrir uma única sala
no máximo de edifícios possíveis,
in as many buildings that they could,
the lives of the children inside
das crianças dentro dela
was the school library,
na biblioteca da escola,
a ideia da "Library Initiative".
called the Library Initiative.
passar pela biblioteca,
have to pass through the library.
and soul of the school is.
where they brought in
depois 20 e depois mais arquitetos.
to rethink what a library was.
uma biblioteca para reinventar.
by improving these libraries.
por meio dessas bibliotecas.
"Poderia contribuir um pouco?"
"Could you make a little contribution?"
O que querem que eu faça?"
que você seja o designer gráfico
to be the graphic designer
Significa que posso criar um logotipo.
That means I get to design a logo.
um logotipo para esse projeto.
compared with architecture
e com ser bibliotecário.
and then you're out,
dar sua contribuição e pronto,
me sinto ao fazer esses favores.
good about myself when I do these favors.
todos com base nessa ideia.
all based on this one idea.
pick any of the three.
these would be new school libraries
a new idea that needs a new name.
ideia que precisa de um novo nome.
that these were musty old libraries,
de que essas bibliotecas eram velhas,
that everyone is bored with,
as pessoas entediadas,
do talk, do make loud noises.
é permitido falar e fazer muito barulho.
it's like a shush-free zone.
É uma área livre de silêncio.
OK, option number two.
Agora, opção número dois.
Meet you after school down at OWL.
"Vejo você na OWL depois da aula."
Now, what does OWL stand for?
could figure out other things it could be
poderiam pensar em outras coisas,
Parece o olho de uma coruja.
It's like the eye of the owl.
foi baseada na linguagem,
was based actually on language.
is the past tense of "read,"
é o passado do verbo "read",
este lugar "The Red Zone"?
this place The Red Zone?
"Você está na Red?"
não estava focado na ideia
interested in spelling and I don't know.
se interessam por ortografia, sei lá.
is more important than spelling,
é mais importante que a ortografia,
one of those instances.
ser um desses casos.
e a pergunta deve ser:
and the question should be,
the question was more like,
a premissa de todo esse trabalho
with old libraries, musty old libraries.
com as antigas bibliotecas, obsoletas.
have never really seen a library.
nunca tinham visto uma biblioteca.
if they're there at all,
quando elas ao menos existem,
to bore anyone at all.
para entediar ninguém.
about giving it a new name.
desse negócio de dar um novo nome.
tentativa, de biblioteca, certo?
vamos adicionar um pouco de vigor?
the Library Initiative.
aí está seu logotipo."
there's your logo.
uma consequência não intencional,
an unintended consequence,
do meu trabalho como designer,
they didn't really even need my design
com qualquer fonte, ou à mão,
you could write it by hand,
sending emails around,
na hora, ali mesmo.
just right out of the thing.
on the real rollout of this thing --
na implantação prática de tudo isso,
na porta da frente de cada biblioteca.
of their own library. Right?
com vários arquitetos.
with different architects.
Now these architects were my client.
agora eram os arquitetos.
Put it on the door."
Coloque na porta.
Put it off to the side."
em toda a parte de cima."
repeated all over to the top."
Aqui está o logo."
"Here's your logo. Here's your logo."
de um dos arquitetos,
from one of the architects,
Richard Lewis, que me disse:
and he says, "I've got a problem.
Você é o designer. Pode resolver?"
Can you solve it?"
um espaço entre a estante e o teto".
that there's a space
an architectural issue to me,
e eu disse: "Prossiga",
so I'm, "Go on."
the top shelf has to be low enough
baixa o bastante para a criança alcançar,
e o teto é muito alto,
and the ceilings are really high,
all this space up there
you know, I'm a logo designer.
"Você poderia pensar em algo?"
think of anything?"
fotos das crianças na escola
took pictures of the kids in the school
the top of the thing,
in east New York, take these pictures?"
em Nova Iorque e tirar essas fotos?"
com os heróis da escola,
of, like, the heroes of the school,
of the real library, right?
da biblioteca real, certo?
hand-selected by the principals
a dedo pelos diretores e bibliotecário.
this heroic atmosphere in this library,
essa atmosfera épica na biblioteca,
and the joy of the children above.
e a alegria das crianças em cima.
in the other schools see this
das outras escolas viram isso
não podemos usar o mesmo mural".
it can't be the same mural every time,
and then she did another one,
named Lynn Pauley,
minha conhecida, Lynn Pauley,
paintings of the kids.
pinturas das crianças.
at a place called Automatic Design.
Charles Wilkin, da Automatic Design.
que fez essas silhuetas fantásticas.
asking for words,
essa constelação alucinante
delirious kind of constellation
que estão nos livros.
of things that are in books.
sobre seus livros favoritos
about their favorite books
em um painel lá em cima.
as a frieze up there.
com Yuko Shimizu,
manga-style statement,
declaração no estilo mangá:
com rostos, personagens,
into the faces and characters
que você encontra nos livros.
that you find in the books.
of objects and words
com objetos e palavras,
and will fascinate students
enquanto estiver ali.
a series of dimensions to these artists,
uma série de medidas para os artistas,
o que você quiser fazer.
any problem with that."
Foi uma coisa extraordinária.
It just was the greatest thing.
pelo correio, de cartolina,
made of construction paper,
para a inauguração da nossa biblioteca".
to the opening of our new library."
e, quando entrava, havia balões,
say, you'd go to PS10,
there'd be a student ambassador,
specifically for the opening,
para a inauguração,
with certificates,
a algumas pessoas,
was just a delirious, fun party.
alucinante, muito divertida.
me sentindo bem deslocado,
obviously not belonging,
está fazendo aqui?
"What are you doing here, mister?"
que projetou esse lugar".
that designed this place."
tirou aquelas fotos?"
"You took the pictures up above."
O letreiro em cima da porta?"
The sign over the door?"
"Ok. Você fez um ótimo trabalho."
"OK. Nice work if you can get it."
going to these little openings
ir a essas inaugurações,
kind of largely ignored or humiliated,
enormemente ignorado e humilhado,
going to the openings,
to get the people in my office
juntar os ilustradores e fotógrafos,
get the illustrators and photographers,
the five boroughs of New York
que conseguirmos em uma viagem.
going to be 60 of these libraries,
havia 60 bibliotecas.
seis bibliotecas em um dia puxado.
maybe half a dozen in one long day.
was meeting these librarians
foi conhecer os bibliotecários,
took possession of these places
que tinham a posse desses lugares
onde eles foram convidados
upon which they were invited
and bring the books to life,
e dar vida aos livros.
this really exciting experience
fascinante para todos nós
see these things in action.
because it got dark early,
porque anoiteceu bem cedo,
Foi muito bom receber vocês.
So really nice having you here.
how I turn off the lights?"
como eu apago as luzes?"
um jeito especial de fazer isso.
this special way that I do it."
as luzes uma por uma,
every light one by one by one by one,
the kids' faces,
o rosto das crianças.
I turn off every night,
que desligo, toda noite,
o porquê de eu vir trabalhar".
why I come to work."
um logo, ser inteligente e criar um nome?
about designing that logo
e pensar que previ toda essa experiência
the experience to that extent,
um palmo adiante do nariz,
as far as I could reach with my own hands.
the chain of consequences
de consequências
could do her work really well.
fazer bem o seu trabalho.
are affected by these libraries.
são afetadas por essas bibliotecas.
for more than 10 years now,
a generation of children to books
os livros a uma geração de crianças.
às vezes as consequências não intencionais
are the best consequences.
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