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
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.
consequences that they really intend,
想要达到某个结果,
to help them achieve those consequences.
帮他们达到这个目标。
of unintended consequences.
consequences intended and unintended.
和意料外的结果的。
called Robin Hood
a wonderful philanthropic organization
give it to poor people.
was the New York City school system,
more than a million students at a time,
that are in disrepair,
that could use a renovation.
to improve these buildings in some way,
改善这些楼的设施,
too expensive and impractical.
what one room they could go into
在尽量多的楼里,
in as many buildings that they could,
the lives of the children inside
孩子们学习的同时,
was the school library,
called the Library Initiative.
have to pass through the library.
and soul of the school is.
where they brought in
事情,请来了
接着是更多的建筑师,
to rethink what a library was.
来重新思考图书馆的定义。
特别的图书馆管理员。
by improving these libraries.
这项伟大的事业.。
"Could you make a little contribution?"
“你能帮一点忙吗?“
你们想让我做什么?“
to be the graphic designer
“我们想让你作为图形设计师
That means I get to design a logo.
这意味着我得设计出一个标识。
我是商标设计师。
这项活动做个标识。
compared with architecture
and then you're out,
就可以走人,
自我感觉良好。
good about myself when I do these favors.
基于一个想法设计的标识。
all based on this one idea.
pick any of the three.
任选其一。
these would be new school libraries
这是新的学校图书馆,
学校而设计,
a new idea that needs a new name.
一个需要一个新名称的新点子。
that these were musty old libraries,
这些图书馆都十分老旧,
that everyone is bored with,
厌烦的图书馆,
那种图书馆,
令人振奋的新事物,
do talk, do make loud noises.
发出响声的地方。
it's like a shush-free zone.
不会有人说“嘘”。
OK, option number two.
好了,接下来是第二个。
Meet you after school down at OWL.
放学后我在OWL等你。
Now, what does OWL stand for?
OWL是什么意思呢?
Library”(一个世界图书馆),
(Wonder)、学习(Learn)。
could figure out other things it could be
肯定有别的解释,
It's like the eye of the owl.
(owl)的眼睛。
was based actually on language.
is the past tense of "read,"
过去时与“红色”同音,
this place The Red Zone?
地方叫做“红区”呢?
变“红”(阅读)吧。
我没考虑到
interested in spelling and I don't know.
对拼写很在意。
is more important than spelling,
one of those instances.
and the question should be,
那就是——
the question was more like,
with old libraries, musty old libraries.
老旧的图书馆,
have never really seen a library.
见过真正的图书馆。
if they're there at all,
有的学校甚至没有。
的机会都没有。
to bore anyone at all.
没有存在过。
about giving it a new name.
取什么新名字。
弄点花样?
我运用聪明才智——
the Library Initiative.
“图书馆计划”。
there's your logo.
这就是你们要的标志。
an unintended consequence,
有一个意外结果。
they didn't really even need my design
并不需要我设计什么,
you could write it by hand,
用任何字体打印,可以手写,
sending emails around,
just right out of the thing.
on the real rollout of this thing --
of their own library. Right?
with different architects.
Now these architects were my client.
现在建筑师们是我的客户。
Put it on the door."
把它放在门上。”
Put it off to the side."
repeated all over to the top."
"Here's your logo. Here's your logo."
from one of the architects,
and he says, "I've got a problem.
他说:“我遇到了个麻烦。
Can you solve it?"
能帮个忙吗?
that there's a space
an architectural issue to me,
建筑问题,
so I'm, "Go on."
我说:“继续。”
the top shelf has to be low enough
and the ceilings are really high,
all this space up there
you know, I'm a logo designer.
think of anything?"
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,
of the real library, right?
hand-selected by the principals
由校长和图书管理员
this heroic atmosphere in this library,
and the joy of the children above.
上面是欢快的孩子们。
in the other schools see this
it can't be the same mural every time,
and then she did another one,
给另外两个图书馆,
named Lynn Pauley,
paintings of the kids.
at a place called Automatic Design.
的查尔斯·维京,
asking for words,
想寻找词语,
delirious kind of constellation
of things that are in books.
about their favorite books
as a frieze up there.
manga-style statement,
into the faces and characters
that you find in the books.
of objects and words
and will fascinate students
a series of dimensions to these artists,
any problem with that."
这是最棒的事。
It just was the greatest thing.
made of construction paper,
to the opening of our new library."
比如这个PS 10,
say, you'd go to PS10,
there'd be a student ambassador,
specifically for the opening,
with certificates,
was just a delirious, fun party.
激动人心的派对。
obviously not belonging,
显得格格不入,
"What are you doing here, mister?"
“你为什么来这里?”
that designed this place."
"You took the pictures up above."
“那就是拍了上面的照片?”
The sign over the door?"
那个符号了吗?”
"OK. Nice work if you can get it."
going to these little openings
kind of largely ignored or humiliated,
going to the openings,
to get the people in my office
get the illustrators and photographers,
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
图书管理员,
took possession of these places
主宰这里,
upon which they were invited
他们被请来
and bring the books to life,
this really exciting experience
see these things in action.
because it got dark early,
So really nice having you here.
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,
why I come to work."
我工作是为了什么。
about designing that logo
the experience to that extent,
我最初的设想中。
as far as I could reach with my own hands.
自己触手可及的事情,
the chain of consequences
could do her work really well.
完成自己的工作。
are affected by these libraries.
受益于这些图书馆。
for more than 10 years now,
a generation of children to books
让一代孩子接触到了图书,
are the best consequences.
是最好的结果。
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