Michael Bierut: How to design a library that makes kids want to read
마이클 비에루트(Michael Bierut): 아이들이 책 읽고 싶어하는 도서관 디자인하기
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.
법칙이라는 말이 있습니다.
있는 말이라고 생각했는데
같은 것이 있습니다.
consequences that they really intend,
원하는 결과가 있고
to help them achieve those consequences.
도움을 주는 것이죠.
of unintended consequences.
결과에 대한 두려움이 있습니다.
consequences intended and unintended.
대해 말해보려고 합니다.
called Robin Hood
부탁을 받았습니다.
a wonderful philanthropic organization
이름에서 아실 수 있듯이
give it to poor people.
가난한 사람들을 돕고 있습니다.
was the New York City school system,
지원하고 싶어 했습니다.
more than a million students at a time,
교육을 받는 거대한 교육기업이죠.
that are in disrepair,
that could use a renovation.
교육을 받았습니다.
to improve these buildings in some way,
개선하고자 했습니다.
많은 비용이 들고
too expensive and impractical.
what one room they could go into
in as many buildings that they could,
the lives of the children inside
향상시키는 방법을 택하기로 했습니다.
was the school library,
called the Library Initiative.
아이디어를 떠올린 겁니다.
have to pass through the library.
거쳐가야 합니다.
and soul of the school is.
where they brought in
건축가들을 동원했습니다.
to rethink what a library was.
처음부터 다시 되짚어 보기로 했습니다.
by improving these libraries.
거대한 사업을 시작한 거죠.
"Could you make a little contribution?"
"도와줄 수 있을까?" 라고 물었고
내가 뭘 해야 할까" 라고 답했습니다.
to be the graphic designer
해야 한다는 뜻이죠.
That means I get to design a logo.
제 직업이 그거거든요.
로고를 만들어볼까요?
compared with architecture
비교해보면 쉬운 일이었어요.
and then you're out,
good about myself when I do these favors.
이런 호의를 배풀 때 기분이 좋았죠.
기대이상으로 만들어 보겠어.
all based on this one idea.
세 가지 로고를 만들려고 했어요.
pick any of the three.
그 중에 하나를 고를 수 있게요.
these would be new school libraries
a new idea that needs a new name.
새로운 이름이 필요하죠.
that these were musty old libraries,
낡고 지루한 도서관이라는 생각
that everyone is bored with,
지우는 것이었습니다.
아니라는 걸 알려주는 거죠.
do talk, do make loud noises.
공간이라는 생각을 심어주는 거죠.
it's like a shush-free zone.
일종의 조용히 하지 않는 공간이죠.
OK, option number two.
옵션 두 번째는요.
Meet you after school down at OWL.
학교 끝나고 OWL에서 보자.
Now, what does OWL stand for?
OWL은 무슨 의미일까요?
의미할 수도 있어요.
could figure out other things it could be
다른 의미들을 찾아내 줄 거예요.
It's like the eye of the owl.
마치 부엉이의 눈 같군요.
was based actually on language.
is the past tense of "read,"
읽다 "read" 의 과거형이죠.
두 단어의 철자는 같습니다.
this place The Red Zone?
"레드(Red)존"이라 부르는 거예요.
interested in spelling and I don't know.
가지고 있는 사람들이라는 걸요.
is more important than spelling,
철자 그 자체보다 중요할 때가 있죠.
one of those instances.
그런 때라고 생각했어요.
and the question should be,
보답할 수 있을까?"
the question was more like,
이 질문이었죠.
with old libraries, musty old libraries.
지루해한다는 거다.
have never really seen a library.
제대로 본 적도 없다.
다 무너져 가는 곳이나 다름 없다.
if they're there at all,
지루해하지 않을 텐데
to bore anyone at all.
도서관에서 지겨워해 본 적조차 없다.
about giving it a new name.
도서관이라고 불러. 알겠지?
그럼 다른 활력을 줘 볼까?
the Library Initiative.
도서관 이니셔티브가 된 거죠.
there's your logo.
이 로고를 내놨죠.
an unintended consequence,
이 로고의 흥미로운 점은
they didn't really even need my design
필요하지 않았다는 거죠.
you could write it by hand,
손으로 써도 되고요.
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.
이젠 건축가들이 제 고객이 된 거죠.
Put it on the door."
문 양쪽 모두에 달아주세요."
Put it off to the side."
repeated all over to the top."
위쪽을 다 채워주세요."
로고 여기 있습니다"만 하면 됐어요.
"Here's your logo. Here's your logo."
전화를 받게 됐습니다.
from one of the architects,
and he says, "I've got a problem.
"문제가 생겼습니다.
해결해주실 수 있나요?"
Can you solve it?"
that there's a space
라고 말했습니다.
an architectural issue to me,
so I'm, "Go on."
"그렇게 하세요"라고 말했습니.다
the top shelf has to be low enough
아이들이 닿을 수 있게
and the ceilings are really high,
all this space up there
you know, I'm a logo designer.
think of anything?"
있을까요?"라고 물었고
took pictures of the kids in the school
the top of the thing,
라고 말했죠.
아내에게 부탁했습니다.
뉴욕 동쪽에 있는 학교에 와서
in east New York, take these pictures?"
of, like, the heroes of the school,
아래를 내려다 보고 있죠.
of the real library, right?
작은 인형의 집 같아 보이게 하네요.
hand-selected by the principals
선발된 훌룡한 아이들이었습니다.
this heroic atmosphere in this library,
and the joy of the children above.
위쪽의 아이들의 즐거움을 통해서요.
in the other schools see this
it can't be the same mural every time,
안 된다는 생각이 들었습니다.
and then she did another one,
named Lynn Pauley,
삽화가에게 연락했습니다.
paintings of the kids.
at a place called Automatic Design.
찰스 윌킨에게도 연락했습니다.
asking for words,
아이들에게 단어를 물어보고
실루엣 무리를 만들어 줬죠.
delirious kind of constellation
of things that are in books.
about their favorite books
대해 물어봤습니다.
as a frieze up there.
manga-style statement,
into the faces and characters
인물, 이미지와 장소들을
that you find in the books.
of objects and words
and will fascinate students
무엇이 되었든 어떤 단어든
a series of dimensions to these artists,
예술가들에게 알려주는 것 뿐이었습니다.
뭐든지 마음대로 하세요.
any problem with that."
너무 멋있는 일이죠.
It just was the greatest thing.
made of construction paper,
to the opening of our new library."
예를 들면 PS10에 가서
say, you'd go to PS10,
there'd be a student ambassador,
specifically for the opening,
with certificates,
was just a delirious, fun party.
행복한 파티인 거죠.
너무 좋습니다.
obviously not belonging,
"What are you doing here, mister?"
"여기 어떻게 오셨나요?"
"도서관 디자인팀의 일원입니다."
that designed this place."
디자인하신 건가요?"라고 말합니다.
"You took the pictures up above."
"그럼 저 위의 사진을 찍으셨나요?"
The sign over the door?"
문 위에 있는 간판이요."
"OK. Nice work if you can get it."
대단한 작품인데 말이죠.
going to these little openings
너무 만족스러운 일입니다.
kind of largely ignored or humiliated,
불구하고 말이죠.
going to the openings,
to get the people in my office
get the illustrators and photographers,
돌아보기로 했죠.
the five boroughs of New York
돌아볼 수 있는지 보려구요.
going to be 60 of these libraries,
maybe half a dozen in one long day.
was meeting these librarians
took possession of these places
관리하는 사람들
upon which they were invited
and bring the books to life,
책에 생명을 불어넣는 사람들을요.
this really exciting experience
see these things in action.
because it got dark early,
So really nice having you here.
이 곳에서 여러분을 보니 좋네요.
how I turn off the lights?"
어떻게 불 끄는 지 보여드릴까요?"
this special way that I do it."
하나씩 하나씩 껐습니다.
every light one by one by one by one,
the kids' faces,
I turn off every night,
"매일 밤 이 전구를 마지막으로 끄면서
why I come to work."
about designing that logo
the experience to that extent,
당장 할 수 있는 일만 하려고 했죠.
as far as I could reach with my own hands.
the chain of consequences
could do her work really well.
정말 잘 해 낼 겁니다.
are affected by these libraries.
사서의 영향을 받습니다.
for more than 10 years now,
a generation of children to books
책을 읽게 해 줬습니다.
are the best consequences.
될 수 있다는 것을 알게 되서요.
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