ABOUT THE SPEAKER
Michael Bierut - Designer, critic
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.

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. 


More profile about the speaker
Michael Bierut | Speaker | TED.com
TEDNYC

Michael Bierut: How to design a library that makes kids want to read

Michael Bierut: Kuidas teha raamatukogu, mis kutsub lapsed lugema

Filmed:
1,850,983 views

Kui Michael Bierut paluti heategevusliku ettevõtmise raames disainima logo New Yorgi koolide raamatukogudele, ei osanud ta arvata, et sellest saab aastatepikkune köitev ja innustav projekt. Oma humoorikas ja ootamatuid pöördeid täis kõnes räägib ta sellest, kuidas plaanitust hoopis edukamalt ja ootamatute lahenduste varal õnnestus koolidesse tagasi tuua energia, õpihimu, kunst ja graafika. See sündis läbi raamatukogude renoveerimise, mis omakorda aitas pühendunud raamatukoguhoidjatel inspireerida tervet põlvkonda uusi lugejaid ja mõtlejaid.
- Designer, critic
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.

00:12
So there's this thing calledkutsutud
the lawseadus of unintendedtahtmatu consequencestagajärjed.
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On olemas selline asi nagu
ettekavatsemata tagajärgede seadus.
Mõtlesin, et nii lihtsalt öeldakse,
00:17
I thought it was just like a sayingöeldes,
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aga see on vist tegelikult ka olemas,
00:19
but it actuallytegelikult existseksisteerib, I guessarvan.
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00:20
There's, like, academicAkadeemiline paperspaberid about it.
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seda on isegi teaduslikult uuritud.
00:23
And I'm a designerdisainer.
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Mina olen disainer.
00:24
I don't like unintendedtahtmatu consequencestagajärjed.
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Mulle ootamatud tagajärjed ei istu.
00:27
People hirepalgata me because they have
consequencestagajärjed that they really intendkavatsete,
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Mind palgatakse siis, kui teatakse,
mida tahetakse saavutada
00:31
and what they intendkavatsete is for me
to help them achievesaavutama those consequencestagajärjed.
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ja minu töö on aidata
selle tulemuseni jõuda.
00:35
So I liveelus in fearhirmu
of unintendedtahtmatu consequencestagajärjed.
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Nii et ma kohe kardan igasuguseid
ootamatuid tagajärgi.
00:38
And so this is a storylugu about
consequencestagajärjed intendedette nähtud and unintendedtahtmatu.
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See lugu ongi plaanitud ja
plaanimata tagajärgedest.
Minuga võttis ühendust selline
organisatsioon nagu Robin Hood
00:44
I got calledkutsutud by an organizationorganisatsioon
calledkutsutud RobinRobin HoodKapuuts
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ja palus, et ma neid aitaksin.
00:47
to do a favorkasuks for them.
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00:48
RobinRobin HoodKapuuts is basedpõhineb in NewUus YorkYork,
a wonderfulimeline philanthropicfilantroopne organizationorganisatsioon
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Robin Hood on New Yorgis asuv
heategevuslik organisatsioon,
00:52
that does what it saysütleb in the namenimi.
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mis, nagu nimigi ütleb, võtab
rikastelt ära ja annab vaestele.
00:54
They take from richrikas people,
give it to poorvaene people.
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00:56
In this casejuhtum, what they wanted to benefitkasu
was the NewUus YorkYork CityCity schoolkooli systemsüsteem,
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Seekord võtsid nad nõuks
toetada New Yorgi koolivõrku,
01:01
a hugetohutu enterpriseettevõtte that educateskoolitab
more than a millionmiljonit eurot studentsõpilased at a time,
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tohutut masinavärki, kus õpib
üle miljonile õpilase
01:07
and in buildingsehitised that are like this one,
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koolimajades, mis näevad välja nagu see
01:09
oldvana buildingsehitised, bigsuur buildingsehitised,
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vanad, suured ja kõledad hooned,
01:11
draftymahuga buildingsehitised, sometimesmõnikord buildingsehitised
that are in disrepairlagunev,
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sageli väga armetus olukorras majad,
01:14
certainlykindlasti buildingsehitised
that could use a renovationrenoveerimine.
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mis vajaksid hädasti remonti.
01:17
RobinRobin HoodKapuuts had this ambitionambitsioon
to improveparanema these buildingsehitised in some way,
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Robin Hood tahtis neid koolimaju
kuidagi paremaks teha,
01:20
but what they realizedrealiseeritud was
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aga nad said aru,
01:21
to fixparandage the buildingsehitised would be
too expensivekallis and impracticalebapraktiline.
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et hoonete täielik remont oleks
liiga kallis ja teostamatu.
01:26
So insteadselle asemel they triedproovis to figurejoonis out
what one roomtuba they could go into
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Selle asemel püüti mõelda,
mis võiks olla see üks ruum
mille saaks igas koolis ette võtta,
võimalikult paljudes koolimajades,
01:30
in eachiga of these buildingsehitised,
in as manypalju buildingsehitised that they could,
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01:33
and fixparandage that one roomtuba
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ja teha see ruum täiesti korda,
01:36
so that they could improveparanema
the liveselab of the childrenlapsed insidesees
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nii et kõikidel selle kooli õpilastel,
oleks sellest kasu.
01:39
as they were studyingõpib.
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01:40
And what they cametuli up with
was the schoolkooli libraryraamatukogu,
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Jõuti otsusele, et see koht
on kooli raamatukogu,
01:43
and they cametuli up with this ideaidee
calledkutsutud the LibraryRaamatukogu InitiativeAlgatus.
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sellest sündis algatus
nimetusega Library Initiative.
Kõik õpilased käivad ju raamatukogus,
01:46
All the studentsõpilased
have to passüle andma throughläbi the libraryraamatukogu.
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sest seal on raamatud,
01:48
That's where the booksraamatud are.
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raamatukogu on kooli hing ja süda.
01:49
That's where the heartsüda
and soulhinge of the schoolkooli is.
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Tehkem raamatukogud korda!
01:52
So let's fixparandage these librariesraamatukogud.
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01:53
So they did this wonderfulimeline thing
where they broughttõi kaasa in
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Nõnda sai alguse imetore ettevõtmine,
kuhu kaasati esmalt 10, siis 20
ja siis veel rohkem arhitekti.
01:56
first 10, then 20, then more architectsarhitektid,
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01:59
eachiga one of whomkellega was assignedmääratud a libraryraamatukogu
to rethinkmõtle uuesti what a libraryraamatukogu was.
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Igaühele anti üks raamatukogu,
et mõtestada ümber raamatukogu olemus.
02:03
They trainedkoolitatud specialeriline librariansraamatukoguhoidjad.
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Koolitati välja raamatukogutöötajad,
02:05
So they startedalgas this mightyvägev enterpriseettevõtte
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alustati mastaapse projektiga,
02:07
to reformreformi publicavalik schoolskoolid
by improvingparanemist these librariesraamatukogud.
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et reformida riigikoole
alustades raamatukogudest.
02:10
Then they calledkutsutud me up and they said,
"Could you make a little contributionpanus?"
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Minult küsiti, kas ma saaksin
sellesse ettevõtmisse panustada.
Vastasin, et sobib, mida vaja teha?
02:13
I said, "Sure, what do you want me to do?"
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Nad ütlesid, et tahaksid, et
oleksin graafiline disainer,
02:16
And they said, "Well, we want you
to be the graphicpilt designerdisainer
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kes kogu asja eest vastutab.
02:18
in chargetasu of the wholeterve thing."
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Arvasin, et minult tahetakse,
et teeksin neile logo.
02:20
And so I thought, I know what that meanstähendab.
That meanstähendab I get to designdisain a logologo.
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Seda ma oskan, logod on minu teema,
02:23
I know how to designdisain that. I designdisain logoslogod.
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see ongi mu igapäevatöö.
02:26
That's what people come to me for.
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Hea küll, kujundame siis logo.
02:27
So OK, let's designdisain a logologo for this thing.
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Midagi rasket siin pole
02:29
EasyLihtne to do, actuallytegelikult,
comparedvõrreldes with architecturearhitektuur
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võrreldes arhitekti ja
raamatukoguhoidja tööga.
02:32
and beingolemine a librarianraamatukoguhoidja.
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02:33
Just do a logologo, make a contributionpanus,
and then you're out,
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Lihtsalt üks logo valmis ja asi ants,
02:36
and you feel really good about yourselfise.
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endal ka hea tunne,
et olen lahke mees ja
saan kellelegi head teha.
02:38
And I'm a great guy and I like to feel
good about myselfise when I do these favorssoosib.
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Nii mõtlesingi, et teeks rohkem.
02:41
So I thought, let's overdeliverOverdeliver.
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Teen selle idee põhjal
lausa kolm logo.
02:43
I'm going to give you threekolm logoslogod,
all basedpõhineb on this one ideaidee.
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Teil on siin kolm varianti,
valige ükskõik milline,
02:46
So you have threekolm optionsvalikud,
pickkorjama any of the threekolm.
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kõik sobivad suurepäraselt.
02:48
They're all great, I said.
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02:50
So the basicpõhiline ideaidee was
these would be newuus schoolkooli librariesraamatukogud
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Projekti eesmärgiks oli,
et NEW Yorgi koolid
02:53
for NewUus YorkYork schoolskoolid,
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saaksid uued (NEW) raamatukogud,
02:54
and so the ideaidee is that it's a newuus thing,
a newuus ideaidee that needsvajadustele a newuus namenimi.
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kuna see on täiesti UUS lähenemine,
siis tuleks asjale anda ka UUS nimi.
02:58
What I wanted to do was dispelhajutada the ideaidee
that these were mustykopitanud oldvana librariesraamatukogud,
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Tahtsin saada lahti kuvandist, et
raamatukogu on kulunud, tolmune,
03:03
the kindlaadi of placeskohti
that everyonekõik is boredigav with,
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surmigavad ja mõttetud kohad,
03:07
you know, not your grandparents'vanavanemate libraryraamatukogu.
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et raamatukogu oma aja ära elanud.
03:09
Don't worrymuretsema about that at all.
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Pole probleemi.
03:10
This is going to this newuus, excitingpõnev thing,
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Teeme midagi uut ja lahedat,
03:13
not a boringigav libraryraamatukogu.
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mitte mingit mõttetut kohta.
03:14
So optionvõimalus numbernumber one:
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Esimene variant:
tavapärase raamatukogu
asemel on uus koht selline,
03:15
so insteadselle asemel of thinkingmõtlesin of it as a libraryraamatukogu,
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03:18
think of it as a placekoht where it is like:
do talk, do make loudvaljusti noisesmürad.
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kus on OK juttu rääkida
ja valju häält teha.
03:22
Right? So no shushingshushing,
it's like a shush-freeshush-tasuta zonetsoon.
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Onju? Keegi ei sisista “Psssst!”,
see on pssst!-vaba tsoon.
03:26
We're going to call it the ReadingLugemine RoomDouble.
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Mõtlesime, et nimeks
võiks olla Lugemistuba.
03:28
That was optionvõimalus numbernumber one.
OK, optionvõimalus numbernumber two.
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See oli esimene variant.
Variant number kaks,
pange nüüd tähele, oli...
03:31
OptionValik numbernumber two was, wait for it,
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03:35
OWLÖÖKULL.
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...OWL (öökull).
03:36
I'll meetkohtuma you at OWLÖÖKULL.
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Saame OWLis kokku!
03:37
I'm gettingsaada my bookraamat from the OWLÖÖKULL.
MeetVastavad you after schoolkooli down at OWLÖÖKULL.
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“Võtan OWList oma raamatu."
"Kohtume peale kooli OWLis.”
03:41
I like that, right?
Now, what does OWLÖÖKULL standseisma for?
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Lahe mu arust, eks?
Mida OWL tähendab?
03:43
Well, it could be One WorldMaailma LibraryRaamatukogu,
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Näiteks One World Library,
03:45
or it could be OpenAvatud. WonderEi tea. LearnÕppida.
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või Open (ava), Wonder
(taha teada), Learn (õpi).
03:48
Or it could be -- and I figurejoonis librariansraamatukoguhoidjad
could figurejoonis out other things it could be
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Või hoopis -- usun, et raamatukogu
töötajatel oleks veel variante,
sest nad on osavad sõnasepad.
03:52
because they know about wordssõnad.
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03:54
So other things, right?
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Nii et, mida iganes.
03:55
And then look at this.
It's like the eyesilma of the owlöökull.
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Vaadake, see siin on kui öökulli silm,
täiesti vastupandamatu.
03:57
This is irresistiblevastupandamatu in my opinionarvamus.
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Aga oli veel üks mõte.
03:59
But there's even anotherteine ideaidee.
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Variant number kolm.
04:01
OptionValik numbernumber threekolm.
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Variant kolm oli tuletatud
inglise keele grammatikast.
04:02
OptionValik numbernumber threekolm
was basedpõhineb actuallytegelikult on languagekeel.
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04:04
It's the ideaidee that "readloe"
is the pastminevik tensepingeline of "readloe,"
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Sõna “read” (loetud/luges)
kirjapilt on sama,
04:08
and they're bothmõlemad spelledKirjutatud the samesama way.
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mis sõnal “red” (punane),
04:10
So why don't we call
this placekoht The RedPunane ZoneTsooni?
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Nimetaks selle koha
Punaseks Tsooniks?
Kohtume Punases/Lugemise Tsoonis.
04:13
I'll meetkohtuma you at the RedPunane ZoneTsooni.
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Oled juba lugenud/punane?
Loe läbi/saa punaseks!
04:14
Are you RedPunane? Get RedPunane.
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Olen palju lugenud/väga punane.
04:17
I'm well RedPunane.
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04:19
(LaughterNaer)
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(Naer)
04:20
I really lovedarmastatud this ideaidee,
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Mulle see idee väga meeldis
04:21
and I somehowkuidagi was not focusedkeskendunud on the ideaidee
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ja mul läks juhtumisi meelest,
04:24
that librariansraamatukoguhoidjad as a classklassis are sortsorteerima of
interestedhuvitatud in spellingõigekirja and I don't know.
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et raamatukogutöötajad on
õigekirja osas väga tundlikud.
04:30
(LaughterNaer)
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(Naer)
04:31
But sometimesmõnikord clevernessnutikust
is more importantoluline than spellingõigekirja,
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Aga vahel on vaimukus
tähtsam kui ortograafia
04:35
and I thought this would be
one of those instancesjuhtumid.
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ja mulle paistis, et antud juhul ongi.
04:37
So usuallytavaliselt when I make these presentationsesitlused
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Tavaliselt ütlen oma ideed tutvustades,
et teil saab olla vaid üks küsimus:
04:39
I say there's just one questionküsimus
and the questionküsimus should be,
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“Kuidas sind küll tänada, Mike?"
04:42
"How can I thank you, MikeMike?"
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04:44
But in this casejuhtum,
the questionküsimus was more like,
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Aga sel korral küsiti pigem,
“Sa teed nalja või?”
04:46
"UmUmm, are you kiddingnalja?"
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04:49
Because, they said,
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Nad selgitasid mulle,
04:50
the premiseeeldus of all this work
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et minu idee lähtub eeldusest,
04:52
was that kidslapsed were boredigav
with oldvana librariesraamatukogud, mustykopitanud oldvana librariesraamatukogud.
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et lapsed on tüdinud kulunud
tolmustest raamatukogudest,
mis neile üldse ei meeldi.
04:56
They were tiredväsinud of them.
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04:57
And insteadselle asemel, they said, these kidslapsed
have never really seennähtud a libraryraamatukogu.
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Asi oli hoopis selles, et lapsed
polnud raamatukogu näinudki.
05:01
The schoolkooli librariesraamatukogud in these schoolskoolid
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Nendes koolides olid
raamatukogud nii armetud,
05:02
are really so dilapidatedlagunenud,
if they're there at all,
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et isegi kui raamatukogu olemas oli,
05:06
that they haven'tei ole boredigav anyonekeegi.
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ei olnud lapsed seal käinud.
05:08
They haven'tei ole even been there
to borekandis anyonekeegi at all.
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Mida ei teata, see ei saa ka ära tüüdata.
05:11
So the ideaidee was, just forgetunustage
about givingandes it a newuus namenimi.
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Nii polnud mõtet tegeleda
uue nime leiutamisega.
05:14
Just call it, one last try, a libraryraamatukogu.
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Prooviks nimetada asja
siiski raamatukoguks.
05:18
Right? OK.
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Heakene küll.
05:20
So I thought, OK, give it a little oomphOomph?
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Mõtlesin siis, et lisaks veidi värvi.
05:23
ExclamationHüüumärk pointpunkt?
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Paneks hüüumärgi?
05:24
Then -- this is because I'm clevertark --
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Ja siis olin ma nii kaval,
05:26
moveliikuma that into the "i,"
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et paneks selle hüüumärgi “i” kohale,
05:28
make it redpunane,
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ja teeks punaseks,
05:30
and there you have it,
the LibraryRaamatukogu InitiativeAlgatus.
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nii oleks meil L!brary Initiative.
05:32
So I thought, missionmissioon accomplishedsaavutatud,
there's your logologo.
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Tundus, et tehtud, logo olemas.
Selle logo ettenägematuks
tagajärjeks oli aga see,
05:34
So what's interestinghuvitav about this logologo,
an unintendedtahtmatu consequencetagajärg,
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05:37
was that it turnedpööratud out that
they didn't really even need my designdisain
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et tegelikult polnud neil
minu disaini isegi vaja,
05:41
because you could typetüüp it any fontfont,
you could writekirjuta it by handkäsi,
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sest seda sai igas kirjastiilis
trükkida või käsitsi kirjutada,
05:44
and when they startedalgas
sendingsaatmine emailse-kirju around,
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e-mailis tuli lihtsalt vajutada Shift+1.
05:46
they just would use ShiftSHIFT and 1,
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05:47
they'dnad tahavad get theiroma ownoma logologo
just right out of the thing.
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Logo sündis suurema
vaevata justkui iseenesest.
05:50
And I thought, well, that's fine.
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Mõtlesin siis, et mis seal ikka.
05:52
Feel freetasuta to use that logologo.
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Kasutage julgelt seda logo.
05:53
And then I embarkedalustanud
on the realreaalne rolloutlahti rullima of this thing --
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Siis aga tabasin ära, mida
olime tegelikult saavutanud:
05:56
workingtöötav with everyigaüks one of the architectsarhitektid
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koostöö kõikide nende arhitektidega,
05:58
to put this logologo on the frontees dooruks
of theiroma ownoma libraryraamatukogu. Right?
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et saaks selle logo panna
raamatukogu uksele, eks ole?
Tegelik saavutus seisnes hoopis muus.
06:02
So here'ssiin on the bigsuur rolloutlahti rullima.
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06:03
BasicallyPõhimõtteliselt I'd work
with differenterinevad architectsarhitektid.
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Töötasin erinevate arhitektidega.
06:06
First RobinRobin HoodKapuuts was my clientklient.
Now these architectsarhitektid were my clientklient.
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Esmalt oli mu kliendiks Robin Hood.
Seejärel said mu klientideks arhitektid.
06:09
I'd say, "Here'sSiin on your logologo.
Put it on the dooruks."
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Ütlen neile: “Siin on logo. Pange uksele."
06:11
"Here'sSiin on your logologo. Put it on bothmõlemad doorsuksed."
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“Pange see logo ukse mõlemale poole.”
06:13
"Here'sSiin on your logologo.
Put it off to the sidekülg."
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2016
“Pange see logo siia külje peale.”
06:15
"Here'sSiin on your logologo
repeatedkordus all over to the topüleval."
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“Siin on need logod üle kogu ukse.”
Kõik läks kui lepase reega.
06:17
So everything was going swimminglyswimmingly.
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Pidin kõigile lihtsalt seda logo näitama.
06:19
I just was sayingöeldes,
"Here'sSiin on your logologo. Here'sSiin on your logologo."
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Siis sain aga kõne arhitektilt,
kelle nimi on Richard Lewis.
06:22
Then I got a call
from one of the architectsarhitektid,
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06:24
a guy namednimega RichardRichard LewisLewis,
and he saysütleb, "I've got a problemprobleem.
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Ta ütles, et tal on probleem:
“Sa jagad seda graafikat,
äkki saad aidata?”
06:27
You're the graphicsgraafika guy.
Can you solvelahendada it?"
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2016
Ütlesin, et OK.
06:29
And I said, OK, sure."
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Ta ütles, et probleem on selles,
06:30
And he said, "The problemprobleem is
that there's a spaceruumi
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et riiulite ja lae vahele jääb tühimik.
06:33
betweenvahel the shelfriiul and the ceilingülemmäära."
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Probleem tundus pigem arhitektuuriline
kui graafilise disaini teema,
06:35
So that soundshelid like
an architecturalarhitektuurne issueprobleem to me,
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06:37
not a graphicpilt designdisain issueprobleem,
so I'm, "Go on."
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palusin lähemalt selgitada.
06:39
And RichardRichard saysütleb, "Well,
the topüleval shelfriiul has to be lowmadal enoughpiisav
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Richard selgitas, et ülemine riiul
peab olema piisavalt madalal,
et lapsed sinna ulataks,
06:43
for the kidpoiss to reachjõudma it,
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06:44
but I'm in a bigsuur oldvana buildinghoone,
and the ceilingslaed are really highkõrge,
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aga see on vana kõrgete lagedega maja
ja sinna vahele jääb lai tühimik,
06:47
so actuallytegelikult I've got
all this spaceruumi up there
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2072
kus võiks olla mingi seinamaaling.
06:49
and I need something like a muralseinamaaling."
157
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Ütlesin talle, et pidagu nüüd hoogu,
06:51
And I'm like, "WhoaVau,
you know, I'm a logologo designerdisainer.
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ma teen logosid
ja pole mingi Diego Rivera,
06:54
I'm not DiegoDiego RiveraRivera or something.
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06:56
I'm not a muralistmuralist."
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ma ei tee seinamaalinguid.
06:58
And so he said, "But can't you
think of anything?"
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Aga ta käis peale, et ma
midagi ikka välja mõtleks
07:00
So I said, "OK, what if we just
tookvõttis picturespildid of the kidslapsed in the schoolkooli
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ja nii tuli mõte, et teeks
pilte selle kooli õpilastest
07:05
and just put them around
the topüleval of the thing,
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ja paneks siis need riiulite kohale,
07:08
and maybe that could work."
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äkki see oleks hea lahendus.
07:09
And my wifeatskirų tangytitikartlartisk is a photographerfotograaf,
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Mu naine on fotograaf,
ütlesin talle: "Dorothy,
selle eest ei maksta,
07:11
and I said, "DorothyDorothy, there's no budgeteelarve,
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1936
07:13
can you come to this schoolkooli
in eastidas NewUus YorkYork, take these picturespildid?"
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aga kas saaksid tulla ühte
New Yorgi kooli pilte tegema?”
07:16
And she did,
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Ja ta tuligi.
07:17
and if you go in Richard'sRichardi libraryraamatukogu,
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Ja kui nüüd minna Richardi raamatukokku,
07:19
whichmis is one of the first that openedavatud,
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mis on üks esimesi, mis avati,
07:21
it has this gloriouskuulsusrikas friezeFriis
of, like, the heroeskangelased of the schoolkooli,
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siis näete seinal reas
hiiglasuuri kooli staare,
07:24
oversizedliiga, looking down
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kes justkui vaatavad alla
07:26
into the little dollhouseDollhouse
of the realreaalne libraryraamatukogu, right?
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raamatukogu väiksesse nukumajja.
07:29
And the kidslapsed were great,
hand-selectedkäsitsi valitud by the principalskoolijuhid
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Lapsed olid nii vahvad,
õpetajad ja raamatukoguhoidjad
valisid ise need õpilased välja.
07:32
and the librarianraamatukoguhoidja.
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07:34
It just kindlaadi of createdloodud
this heroickangelaslik atmosphereõhkkond in this libraryraamatukogu,
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Raamatukogus tekkis võimas atmosfäär,
07:37
this very dignifiedväärikas settingseade belowallpool
and the joyrõõm of the childrenlapsed aboveeespool.
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kus alloleva väärika ruumi peale
vaatavad ülalt rõõmsad lapsed.
07:41
So naturallyloomulikult all the other librariansraamatukoguhoidjad
in the other schoolskoolid see this
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Ja kui siis teiste koolide
raamatukoguhoidjad seda nägid,
07:45
and they said, well, we want muralsmurals too.
179
453480
1936
tahtsid nad ka selliseid pilte.
07:47
And I'm like, OK.
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Hea küll siis.
07:48
So then I think, well,
it can't be the samesama muralseinamaaling everyigaüks time,
181
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2896
Mulle tundus, et igal pool
ei saa olla ju sama pilt,
07:51
so DorothyDorothy did anotherteine one,
and then she did anotherteine one,
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ja nii tegi Dorothy tegi veel pilte
ühte ja teise kooli,
07:54
but then we neededvajalik more help,
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aga siis vajasime juba lisajõudu,
07:56
so I calledkutsutud an illustratorillustraator I knewteadis
namednimega LynnLynn PauleyPauley,
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ja ma helistasin tuttavale
illustraatorile Lynn Pauleyle,
07:59
and LynnLynn did these beautifulilus
paintingsmaalingud of the kidslapsed.
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kes neid armsaid lapsi maalis.
08:02
Then I calledkutsutud a guy namednimega CharlesCharles WilkinWilkin
at a placekoht calledkutsutud AutomaticAutomaatne DesignDisain.
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Siis helistasin Charles Wilkinile
kes töötab Automatic Designis.
08:06
He did these amazinghämmastav collageskollaažid.
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1800
Tema tehtud on need lahedad kollaažid.
08:08
We had RafaelRafael EsquerEsquer
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Kutsusime Rafael Esqueri,
08:11
do these great silhouettessiluetid.
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1856
kes tegi vahvaid kujutisi.
08:13
He would work with the kidslapsed,
askingpaludes for wordssõnad,
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Ta rääkis lastega ja lasi neil
öelda sõnu ja tegi nendest siis
08:15
and then basedpõhineb on those promptsküsib,
191
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1576
08:17
come up with this little,
deliriousmeeletu kindlaadi of constellationTähtkuju
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igasuguseid naljakaid kompositsioone
raamatutegelaste piltidest.
08:19
of silhouettessiluetid
of things that are in booksraamatud.
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Peter Arkle rääkis lastega
nende lemmikraamatutest
08:21
PeterPeter ArkleArkle interviewedintervjueeriti the kidslapsed
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08:23
and had them talk
about theiroma favoritelemmik booksraamatud
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ja kirjutas nende mõtted seinale.
08:25
and he put theiroma testimonytunnistus
as a friezeFriis up there.
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08:27
StefanStefan SagmeisterSagmeister workedtöötanud with YukoYuko ShimizuShimizu
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Stefan Sagmeister ja Yuko Shmizu
08:30
and they did this amazinghämmastav
manga-stylemanga-stiilis statementavaldus,
198
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tegid koos väga laheda
manga stiilis loosungi:
08:32
"EveryoneKõik who is honestaus is interestinghuvitav,"
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“Kõik, kes on ausad, on ka huvitavad”,
08:34
that goesläheb all the way around.
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1856
mis on kirjutatud üle nelja seina.
08:36
ChristophChristoph NiemannNiemann, brilliantsuurepärane illustratorillustraator,
201
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Christoph Niemann, andekas illustraator,
tegi mitmeid maalinguid,
08:39
did a wholeterve seriesseeria of things
202
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08:40
where he embeddedmanustatud booksraamatud
into the facesnäod and characterstähemärki
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kus raamatud olid joonistatud
juturaamatutest tuttavatele
nägudele, tegelastele ja kohtadesse.
08:43
and imagespildid and placeskohti
that you find in the booksraamatud.
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08:46
And then even MairaMaira KalmanKalman
205
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2039
Ja siis isegi Maira Kalman
08:48
did this amazinghämmastav crypticCryptic installationpaigaldus
of objectsobjektid and wordssõnad
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3815
kes tegi salapärase installatsiooni
igasugu asjadest ja sõnadest
08:52
that kindlaadi of go all around
and will fascinateköidavad studentsõpilased
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mis on üle kogu seina ja
mida lapsed saavad siis uudistada
08:55
for as long as it's up there.
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kuni see seal üleval püsib.
08:57
So this was really satisfyingmis vastab,
209
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Mulle meeldis see väga
08:59
and basicallypõhimõtteliselt my rolerolli here was readinglugemine
a seriesseeria of dimensionsmõõtmed to these artistskunstnikud,
210
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5896
ja minu osaks oli kunstnikele
mõõtude etteandmine stiilis:
09:05
and I would say,
211
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“1 x 4,5 meetrit, tehke, mida tahate.
09:06
"ThreeKolm feetjalad by 15 feetjalad, whatevermida iganes you want.
212
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09:09
Let me know if you have
any problemprobleem with that."
213
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Öelge, kui mingi mure tekib.”
Ja nad tegid sinna, mis nad tahtsid.
See oli kohutavalt lahe!
09:11
And they would go and installinstallida these.
It just was the greatestsuurim thing.
214
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3216
09:14
But the greatestsuurim thing, actuallytegelikult, was --
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Aga kõige lahedam oli see,
et iga natukese aja tagant
leidsin oma postkastist
09:16
EveryIga onceüks kord in a while,
216
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09:18
I'd get, like, an invitationkutse in the mailposti teel
madetehtud of constructionEhitus paperpaber,
217
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3216
ehituspapist valmistatud kutse:
“Olete oodatud meie
uue raamatukogu avamisele.”
09:21
and it would say, "You are invitedkutsutud
to the openingavamine of our newuus libraryraamatukogu."
218
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3296
Ja siis lähed sinna raamatukokku,
mis on tavaline linnakool,
09:24
So you'dsa tahad go to the libraryraamatukogu,
say, you'dsa tahad go to PSPS10,
219
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09:27
and you'dsa tahad go insidesees.
220
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ja kui lähed sisse,
09:28
There'dSeal oleks be balloonsõhupallid,
there'dseal oleks be a studentüliõpilane ambassadorsuursaadik,
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siis on seal uhked õhupallid,
seal on õpilaste esindaja,
09:31
there'dseal oleks be speechessõnavõtud that were readloe,
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peetakse kõnesid,
09:33
poetryluule that was writtenkirjutatud
specificallykonkreetselt for the openingavamine,
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loetakse luulet, mis on kirjutatud
ekstra avamise puhuks,
09:36
dignitariesaukandjate would presentpresent people
with certificatessertifikaadid,
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tähtsad asjamehed annavad üle tänukirju
09:39
and the wholeterve thing
was just a deliriousmeeletu, funlõbus partypidu.
225
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ja kogu see üritus on üks
meeletult lõbus pidu.
Mulle nii meeldis avamistel käia.
09:41
So I lovedarmastatud going to these things.
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Olin samamoodi riides kui praegu,
erinedes teistest kohaolijatest,
09:43
I would standseisma there dressedriietatud like this,
obviouslyilmselt not belongingkuuluvate,
227
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2976
09:46
and someonekeegi would say,
"What are you doing here, misterMister?"
228
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ja mõni tuleb küsima, et
härra, mis teie siin teete?
09:49
And I'd say, "Well, I'm partosaliselt of the teammeeskond
that designeddisainitud this placekoht."
229
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3165
Vastan talle, et olen üks neist,
kes selle koha kujundas.
Siis küsitakse, et kas
teie tegite need riiulid?
09:52
And they'dnad tahavad said, "You do these shelvesriiulid?"
230
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1905
Vastan, et ei.
09:54
And I said, "No."
"You tookvõttis the picturespildid up aboveeespool."
231
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2407
“Kas teie tegite need pildid?”
09:56
"No."
232
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1216
"Ei"
“Aga mis te siis tegite?”
09:57
"Well, what did you do?"
233
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“Kas märkasite sisse tulles
seda kirja ukse kohal,
09:59
"You know when you cametuli in?
The signmärk over the dooruks?"
234
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10:01
"The signmärk that saysütleb libraryraamatukogu?"
235
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seda silti L!BRARY?”
10:03
(LaughterNaer)
236
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1016
(Naer)
10:04
"Yeah, I did that!"
237
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“See on minu tehtud!”
10:05
And then they'dnad tahavad sortsorteerima of go,
"OK. NiceTore work if you can get it."
238
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4120
Selle peale öeldakse:
“Noh, asi seegi.”
10:10
So it was so satisfyingmis vastab
going to these little openingsavad
239
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Aga mul oli väga tore
nendel avamistel käia,
10:14
despitevaatamata sellele the factfakt that I was
kindlaadi of largelysuuresti ignoredignoreeritakse or humiliatedalandatud,
240
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kuigi mind ignoreeriti ja
alandati seal päris kõvasti.
10:18
but it was actuallytegelikult funlõbus
going to the openingsavad,
241
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Aga ikka oli väga lahe,
10:20
so I decidedotsustasin that I wanted
to get the people in my officekontoris
242
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nii et ma otsustasin kutsuda kokku need,
kes selles projektis osalesid,
kõik kunstnikud ja fotograafid,
10:23
who had workedtöötanud on these projectsprojektid,
get the illustratorsillustraatorid and photographersfotograafid,
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ütlesin neile, et mis oleks,
kui rendiks bussi
10:26
and I said, why don't we rentrent a vanvan
244
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10:28
and drivesõita around
the fiveviis boroughslinnaosa of NewUus YorkYork
245
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2376
ja sõidaks läbi New Yorgi viie linnaosa
10:30
and see how manypalju we could hittabas at one time.
246
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2016
ja vaataks mitmesse raamatukokku jõuame.
10:32
And eventuallylõpuks there were
going to be 60 of these librariesraamatukogud,
247
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Lõpuks sai neid raamatukogusid 60,
10:35
so we probablytõenäoliselt got to see
maybe halfpool a dozentosinat in one long day.
248
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jõudsime ühe pika päeva jooksul
näha vaid 5-6 raamatukogu.
10:39
And the bestparim thing of all
was meetingkohtumine these librariansraamatukoguhoidjad
249
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Kõige toredamad olid
kohtumised raamatukoguhoidjatega,
10:42
who kindlaadi of were runningtöötab these,
tookvõttis possessionomandiõigus of these placeskohti
250
630280
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kes olid raamatukogud südamega
oma hoole alla võtnud,
10:45
like theiroma privateprivaatne stageetapp
uponpärast whichmis they were invitedkutsutud
251
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justkui oleks see nende väike lava,
kus nad saavad õpilasi lummata
ja anda raamatutele elu.
10:48
to mesmerizeUsalda theiroma studentsõpilased
and bringtuua the booksraamatud to life,
252
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3936
10:52
and it was just
this really excitingpõnev experiencekogemus
253
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2536
Meie jaoks oli ääretult põnev näha,
10:55
for all of us to actuallytegelikult
see these things in actiontegevus.
254
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kuidas see tegelikult tõesti toimib.
10:57
So we spentkulutanud a long day doing this
255
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Käisime terve päeva raamatukogudes
11:00
and we were in the very last libraryraamatukogu.
256
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1816
ja olime jõudnud viimasesse raamatukokku.
11:02
It was still wintertalvel,
because it got darktume earlyvara,
257
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2816
Väljas oli ikka talv
ja läks vara pimedaks,
11:05
and the librarianraamatukoguhoidja saysütleb,
258
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raamatukoguhoidja ütles,
11:06
"I'm about to closeSulge down.
So really nicekena havingvõttes you here.
259
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2696
et hakkab sulgema ja tore,
et saime läbi astuda.
“Aga oodake," ütles ta, "kas tahaksite
näha, kuidas ma tulesid kustutan?”
11:09
Hey, wait a secondteine, do you want to see
how I turnpööra off the lightsvalgus?"
260
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3136
11:12
I'm like, "OK."
261
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1296
Ütlesin, et OK.
11:13
And she said, "I have
this specialeriline way that I do it."
262
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Ta ütles, et tal on selleks oma nipp.
11:16
And then she showednäitas me.
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Ja siis ta näitas mulle.
11:17
What she did was she turnedpööratud out
everyigaüks lightvalgus one by one by one by one,
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Ta pani kõik tuled ükshaaval kustu
11:20
and the last lightvalgus she left on
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ja viimane tuli, mis ta põlema jättis,
11:22
was the lightvalgus that illuminatedvalgustatud
the kids'Laste facesnäod,
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oli see, mis valgustas laste nägusid.
11:25
and she said, "That's the last lightvalgus
I turnpööra off everyigaüks night,
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Ta ütles: “Selle tule kustutan ma
igal õhtul viimasena,
11:28
because I like to remindtuleta meelde myselfise
why I come to work."
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sest see tuletab mulle meelde,
miks ma siin töötan.”
11:31
So when I startedalgas this wholeterve thing,
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Kui selle projektiga alustasin, mäletate,
11:34
remembermäleta, it was just
about designingprojekteerimine that logologo
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paistis kogu asi olevat vaid logo
ja vaimuka nime väljamõtlemises?
11:36
and beingolemine clevertark, come up with a newuus namenimi?
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2001
Ettekavatsemata tulemus aga,
11:38
The unintendedtahtmatu consequencetagajärg here,
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11:40
whichmis I would like to take creditkrediit for
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mille eest ma võtaksin au endale
11:41
and like to think I can think throughläbi
the experiencekogemus to that extentulatuses,
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ja mida mulle meeldiks arvata,
et oskasin ette näha,
11:45
but I can't.
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aga mis nii ei olnud,
11:46
I was just focusedkeskendunud on a footsuu aheadees of me,
as farkaugel as I could reachjõudma with my ownoma handskäed.
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sest suutsin näha vaid oma jalge ette,
kujutada ette vaid käegakatsutavat.
11:50
InsteadSelle asemel, way off in the distancevahemaa
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Samas oli kuskil olemas raamatukoguhoidja,
11:52
was a librarianraamatukoguhoidja
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kes leidis sellest tulemuste jadast,
11:54
who was going to find
the chainkett of consequencestagajärjed
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11:57
that we had setseatud in motionliikumine,
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mille olime käivitanud,
11:58
a sourceallikas of inspirationinspiratsiooni
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enda jaoks inspiratsiooniallika,
12:00
so that she in this casejuhtum
could do her work really well.
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mis innustas teda oma
tööd tegema parimal viisil.
12:03
40,000 kidslapsed a yearaastas
are affectedmõjutatud by these librariesraamatukogud.
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Nendesse raamatukogudesse jõuab
40 000 last aastas.
12:06
They'veNad on been happeningjuhtub
for more than 10 yearsaastaid now,
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Projekt on kestnud üle 10 aasta,
seega on need raamatukoguhoidjad
12:09
so those librariansraamatukoguhoidjad have kindlaadi of turnedpööratud on
a generationpõlvkond of childrenlapsed to booksraamatud
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lugemise juurde toonud
terve põlvkonna jagu lapsi
12:13
and so it's been a thrillpõnevus to find out
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ja on suur rõõm olla tunnistajaks,
12:16
that sometimesmõnikord unintendedtahtmatu consequencestagajärjed
are the bestparim consequencestagajärjed.
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et vahel võivad ettenägematud tagajärjed
olla just need kõige paremad tagajärjed.
12:20
Thank you very much.
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Suur tänu teile.
12:21
(ApplauseAplaus)
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(Aplaus)
Translated by Anni Polding
Reviewed by Aari Lemmik

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ABOUT THE SPEAKER
Michael Bierut - Designer, critic
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.

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. 


More profile about the speaker
Michael Bierut | Speaker | TED.com

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