Michael Bierut: How to design a library that makes kids want to read
Michael Bierut: Kako dizajnirati knjižnicu koja će djeci probuditi želju za čitanjem
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.
zakon nenamjernih posljedica.
consequences that they really intend,
stvarno namjerne posljedice,
to help them achieve those consequences.
je da im pomognem ostvariti te posljedice.
of unintended consequences.
od nenamjernih posljedica.
consequences intended and unintended.
nenamjernim posljedicama.
called Robin Hood
a wonderful philanthropic organization
prekrasna filantropska organizacija
give it to poor people.
daje siromašnima.
was the New York City school system,
školskom sustavu grada New Yorka,
more than a million students at a time,
više od milijun učenika istovremeno,
that are in disrepair,
i u zapuštenim zgradama,
that could use a renovation.
kojima bi koristilo preuređivanje.
to improve these buildings in some way,
poboljšati te zgrade na neki način,
too expensive and impractical.
preskup i nepraktičan.
what one room they could go into
u koju prostoriju mogu ući
in as many buildings that they could,
u koliko god zgrada su mogli,
the lives of the children inside
djece koja su unutra
was the school library,
školske knjižnice,
called the Library Initiative.
zvanu Inicijativa za knjižnice.
have to pass through the library.
and soul of the school is.
i duša škole.
where they brought in
je prekrasno, doveli su
to rethink what a library was.
sa zadatkom da promisle što je knjižnica.
by improving these libraries.
poboljšavanjem knjižnica.
"Could you make a little contribution?"
"Možeš li malo pridonijeti?"
što želite da uradim?"
to be the graphic designer
budeš grafički dizajner
That means I get to design a logo.
To znači da ću morati dizajnirati logotip.
Dizajniram logotipove.
compared with architecture
and then you're out,
i gotov si,
good about myself when I do these favors.
dobro kada činim takve usluge.
all based on this one idea.
sva tri prema istoj ideji.
pick any of the three.
izaberite bilo koju.
to biti nove školske knjižnice
these would be new school libraries
a new idea that needs a new name.
nova ideja kojoj je potrebno i novo ime.
that these were musty old libraries,
ideju pljesnivih starih knjižnica,
that everyone is bored with,
imaju djedovi i bake.
mjestu kao knjižnici,
do talk, do make loud noises.
pričaj, buči.
it's like a shush-free zone.
to je zona-bez-šuštanja.
OK, option number two.
OK, opcija broj dva.
Meet you after school down at OWL.
Vidmo se u SOVI poslije škole.
Now, what does OWL stand for?
E sad, što znači SOVA?
Svijet Odgonetaka Vizija i Analiza.
Vjerovati. Analizirati.
could figure out other things it could be
mogli shvatiti što sve SOVA može biti
It's like the eye of the owl.
Poput sovinog oka.
was based actually on language.
is the past tense of "read,"
ista kao u prošlom vremenu "read" (čitao),
this place The Red Zone?
The Red Zone (Crvena zona)?
interested in spelling and I don't know.
zainteresirani za pravilno sricanje i to.
is more important than spelling,
važnija od sricanja.
one of those instances.
jedan od takvih slučajeva.
and the question should be,
jedno pitanje koje glasi
the question was more like,
pitanje je zvučalo više kao
with old libraries, musty old libraries.
stare, pljesnive knjižnice.
have never really seen a library.
nikad doista nisu ni vidjela knjižnicu.
if they're there at all,
ako i uopće,
to bore anyone at all.
da bi nekome i dosadile.
about giving it a new name.
jednostavno zaboraviti dati novo ime.
the Library Initiative.
Knj!žnična Inicijativa.
there's your logo.
evo vam logo.
an unintended consequence,
je ta nenamjerna posljedica,
they didn't really even need my design
uopće nisu trebali moj dizajn
you could write it by hand,
bilo kojem fontu, čak i rukom,
sending emails around,
slati e-mailove uokolo,
just right out of the thing.
gotovo iz ničega.
on the real rollout of this thing --
što je stvarni ishod ove cijele stvari --
of their own library. Right?
njihove knjžnice. Jel'da?
with different architects.
različitim arhitektima.
Now these architects were my client.
Sada su mi klijenti ovi arhitekti.
Put it on the door."
Stavite ga na vrata.“
Stavite ga na oba vrata.“
Put it off to the side."
Stavite ga na stranu.“
repeated all over to the top."
ponavljan mnogo puta.“
"Here's your logo. Here's your logo."
"Evo vam vaš logo. Evo vam vaš logo.“
from one of the architects,
and he says, "I've got a problem.
koji mi reče, "Imam problem.
Can you solve it?"
Možeš li ga riješiti?“
that there's a space
što postoji prostor
an architectural issue to me,
so I'm, "Go on."
the top shelf has to be low enough
polica mora biti dovoljno niska
and the ceilings are really high,
gdje su stropovi doista visoki,
all this space up there
imam sav taj prostor
you know, I'm a logo designer.
znaš, ja sam ti dizajner logotipova.
think of anything?"
možeš li nešto smisliti?“
took pictures of the kids in the school
jednostavno fotkamo djecu u školi
the top of the thing,
dijelu iznad te police,
in east New York, take these pictures?"
New Yorku, snimiti te fotografije?“
Richardovu knjižnicu,
of, like, the heroes of the school,
tih, tih heroja škole,
of the real library, right?
koja je prava knjižnica, ne?
hand-selected by the principals
izabrani od strane ravnatelja
this heroic atmosphere in this library,
herojsku atmosferu u toj knjižnici,
and the joy of the children above.
i dječje veselje gore.
in the other schools see this
iz drugih škola su to vidjeli
it can't be the same mural every time,
ne može biti svaki put isti mural,
and then she did another one,
još jedan, pa još jedan,
named Lynn Pauley,
zvanu Lynn Pauley,
paintings of the kids.
prekrasne slike djece.
at a place called Automatic Design.
iz Automatic Design-a.
asking for words,
tražio ih riječi,
delirious kind of constellation
delirični obilik zviježđa
of things that are in books.
about their favorite books
as a frieze up there.
gore u fresku.
manga-style statement,
pouku u stilu mange
into the faces and characters
s licima i likovima
that you find in the books.
koja možete naći u knjigama.
of objects and words
instalacije predmeta i riječi
and will fascinate students
i fascinirati će učenike
a series of dimensions to these artists,
čitanje niza dimenzija tim umjetnicima
any problem with that."
It just was the greatest thing.
I to je bilo najbolje od svega.
stvar je zapravo bila to da --
made of construction paper,
napravljenu od građevinskog papira,
to the opening of our new library."
na otvorenje naše nove knjižnice.“
say, you'd go to PS10,
recimo, odeš u PS10,
there'd be a student ambassador,
predstavnik učenika,
specifically for the opening,
posebno za otvorenje,
with certificates,
dodijeljivali certifikate
was just a delirious, fun party.
delirična, zabavna zabava.
obviously not belonging,
vrlo očito ne pripadajući,
"What are you doing here, mister?"
"Što vi tu radite, gospodine?“
that designed this place."
koji je dizajnirao ovo mjesto.“
"You took the pictures up above."
"Vi ste snimili fotografije koje su gore.“
The sign over the door?"
Onaj znak iznad vrata?“
"OK. Nice work if you can get it."
"Dobro obavljen posao, ako ga skužite.“
going to these little openings
ići na ta mala otvorenja
kind of largely ignored or humiliated,
većinom bio ignoriran ili ponižavan,
going to the openings,
ići na otvorenja,
to get the people in my office
dovesti ljude u moj ured
get the illustrators and photographers,
ilustratore i fotografe,
unajmimo kombi
the five boroughs of New York
pet četvrti New Yorka
posjetiti odjednom.
going to be 60 of these libraries,
60 tih knjižnica,
maybe half a dozen in one long day.
možda 6-7 u jednom dugom danu.
was meeting these librarians
upoznavanje tih knjižničara
took possession of these places
posjedovali ta mjesta
upon which they were invited
pozornica na koju su pozvani
and bring the books to life,
i knjige vratili u život,
this really exciting experience
jedno uzbudljivo iskustvo
see these things in action.
because it got dark early,
jer je rano pao mrak,
So really nice having you here.
Jako je lijepo bilo imati vas ovdje.
how I turn off the lights?"
kako gasim svjetla?“
this special way that I do it."
poseban način kako to radim.“
every light one by one by one by one,
jedno po jedno, jedno po jedno
the kids' faces,
osvjetljivalo dječja lica,
I turn off every night,
koje gasim svake večeri,
why I come to work."
zašto dolazim na posao.“
s ovom cijelom stvari,
dizajnirati taj logo
about designing that logo
the experience to that extent,
o tom iskustvu do te mjere
as far as I could reach with my own hands.
onoliko koliko sam mogao dosegnuti rukama.
the chain of consequences
lanac posljedica
could do her work really well.
svoj posao jako dobro obavljati.
are affected by these libraries.
40.000 djece godišnje.
for more than 10 years now,
duže od 10 godina
a generation of children to books
knjige generaciji djece
are the best consequences.
najbolje posljedice.
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