Michael Bierut: How to design a library that makes kids want to read
Michael Bierut: Kaip suprojektuoti biblioteką, kuri skatintų vaikus skaityti
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.
nenumatytų pasekmių taisyklė.
consequences that they really intend,
numatę tam tikras pasekmes,
to help them achieve those consequences.
jiems jas pasiekti.
of unintended consequences.
nenumatytų pasekmių baimėje.
consequences intended and unintended.
numatytas ir nenumatytas.
called Robin Hood
pavadinimu „Robinas Hudas“.
a wonderful philanthropic organization
šauni filantropinė organizacija,
give it to poor people.
neturtingiems.
was the New York City school system,
Niujorko mokyklos sistemą,
more than a million students at a time,
nei milijoną mokinių
that are in disrepair,
prastos būklės pastatuose.
that could use a renovation.
reikėtų renovacijos.
to improve these buildings in some way,
būdu patobulinti šiuos pastatus.
too expensive and impractical.
nepakaktų, ir būtų per brangu.
what one room they could go into
vieną kambarį
in as many buildings that they could,
kuo daugiau pastatų,
the lives of the children inside
teigiamai paveiktų
was the school library,
called the Library Initiative.
Bibliotekos Iniciatyva.
have to pass through the library.
and soul of the school is.
where they brought in
atsivesdami
dar daugiau architektų.
to rethink what a library was.
ir užduotį permąstyti, kas yra biblioteka.
bibliotekos darbuotojus.
by improving these libraries.
tobulinant bibliotekas.
"Could you make a little contribution?"
ar galėčiau šiek tiek prisidėti.
to be the graphic designer
grafinio dizaino specialistas,
That means I get to design a logo.
jie nori logotipo.
Aš kuriu logotipus.
šiai iniciatyvai logotipą.
compared with architecture
lyginant su architektūra,
and then you're out,
prie iniciatyvos, ir viskas.
good about myself when I do these favors.
puikiai, darydamas tokias paslaugas.
all based on this one idea.
pagal tą pačią idėją.
pick any of the three.
iš trijų variantų.
these would be new school libraries
kad šios naujos bibliotekos,
a new idea that needs a new name.
ir tam reikia naujo vardo.
that these were musty old libraries,
šios bibliotekos yra senos ir dulkėtos,
that everyone is bored with,
niekam neįdomios, nusibodę.
do talk, do make loud noises.
kurioje gali kalbėti ir kelti triukšmą.
it's like a shush-free zone.
tai – erdvė be tildymų.
OK, option number two.
Pereikime prie antro varianto.
sutelkite dėmesį,
Meet you after school down at OWL.
Po pamokų susitiksime OWLe.
Now, what does OWL stand for?
Ką ši santrumpa representuoja?
Vieno Pasaulio Biblioteka
Atverk. Domėkis. Išmok.
could figure out other things it could be
bibliotekininkai galėtų sugalvoti,
It's like the eye of the owl.
lyg pelėdos akis.
was based actually on language.
apie kalbą.
ir spalva raudona (angliškai: „red“)
is the past tense of "read,"
this place The Red Zone?
„Raudonąja Zona“?
interested in spelling and I don't know.
labai rūpi taisyklinga rašyba.
is more important than spelling,
svarbiau, nei taisyklinga rašyba.
one of those instances.
vienas iš tų.
savo idėjas,
and the question should be,
vienas klausimas:
the question was more like,
buvo maždaug toks:
with old libraries, musty old libraries.
senos dulkėtos bibliotekos.
have never really seen a library.
iš tiesų ir nematė bibliotekos.
if they're there at all,
to bore anyone at all.
kad nusibostų.
about giving it a new name.
apie naują vardą.
pabrėžkime tą vardą.
the Library Initiative.
B!bliotekos Iniciatyva.
there's your logo.
štai – jūsų logotipas.
an unintended consequence,
neplanuotos pasekmės.
they didn't really even need my design
net nereikėjo mano dizaino,
you could write it by hand,
bet kuriuo šriftu, ar ranka.
sending emails around,
elektroninius laiškus,
just right out of the thing.
savo logotipą.
on the real rollout of this thing --
of their own library. Right?
ant kiekvienos bibliotekos durų.
with different architects.
su skirtingais architektais.
Now these architects were my client.
mano klientas, tada – architektai.
Put it on the door."
Uždėkite ant durų“ – sakiau.
Uždėkite ant visų durų.“
Put it off to the side."
Uždėkite jį šioje pusėje.“
repeated all over to the top."
besikartojantis viršuje“.
"Here's your logo. Here's your logo."
„Štai logotipas. Štai logotipas.“
from one of the architects,
iš architekto,
and he says, "I've got a problem.
Jis sakė: „Yra problema.
Can you solve it?"
that there's a space
kad tarp lentynų ir lubų
an architectural issue to me,
so I'm, "Go on."
bet tęskit.
the top shelf has to be low enough
lentynos turi būti gana žemai,
and the ceilings are really high,
lubos čia – ypač aukštos.
all this space up there
ir lentynų
gal kokia freska.“
you know, I'm a logo designer.
aš esu logotipų kūrėjas,
think of anything?"
nieko sugalvoti?“
took pictures of the kids in the school
keletą tos mokyklos vaikų
the top of the thing,
nuotraukomis.
biudžeto nėra,
in east New York, take these pictures?"
ir padaryti šias nuotraukas?“
Richard biblioteką,
of, like, the heroes of the school,
su vaikais, tarsi mokyklos herojais,
of the real library, right?
kuris yra biblioteka.
hand-selected by the principals
mokyklos vadovų
this heroic atmosphere in this library,
atmosferą bibliotekoje,
and the joy of the children above.
ir vaikišku džiaugsmu virš jos.
in the other schools see this
kitose mokyklose tai pamatė
it can't be the same mural every time,
negali būti vis ta pati freska,
and then she did another one,
ir tuomet dar vieną,
named Lynn Pauley,
iliustratorei, vardu Lynn Pauley,
paintings of the kids.
piešinį su vaikais.
at a place called Automatic Design.
dirbančiam su automatizuotu dizainu.
puikius koliažus.
asking for words,
klausdamas žodžių,
delirious kind of constellation
atrodančius siluetus,
of things that are in books.
about their favorite books
as a frieze up there.
į tarsi freską.
manga-style statement,
manga stiliaus frazę:
yra įdomus,“
talentingas iliustratorius,
into the faces and characters
veikėjų veidus,
that you find in the books.
randame knygose.
of objects and words
objektų ir žodžių instaliaciją,
and will fascinate students
a series of dimensions to these artists,
pateikti išmatavimus šiems menininkams.
any problem with that."
problemų.“
It just was the greatest thing.
savo idėjas. Tai buvo fantastiška.
buvo tai, kad
made of construction paper,
pagamintus iš lankstomo popieriaus,
to the opening of our new library."
kviečiamas į mūsų bibliotekos atidarymą.“
say, you'd go to PS10,
pavyzdžiui, PS10,
there'd be a student ambassador,
ir mokinių ambasadorių,
specifically for the opening,
būtent atidarymui,
with certificates,
was just a delirious, fun party.
obviously not belonging,
akivaizdžiai nepritapdamas,
"What are you doing here, mister?"
„O ką Jūs čia veikiate, pone?“
that designed this place."
projektuotojų komandos dalis.“
„Ar pagaminote lentynas?“
"You took the pictures up above."
„Padarėte nuotraukas viršuje?“
The sign over the door?"
prie durų?“
"OK. Nice work if you can get it."
„Aaa.. puikus darbas, jei jį supranti.“
going to these little openings
šiuose atidarymuose,
kind of largely ignored or humiliated,
ignoruojamas ar net apjuoktas.
going to the openings,
to get the people in my office
savo ofiso darbuotojus,
get the illustrators and photographers,
pat iliustratorius ir fotografus,
the five boroughs of New York
Niujorko rajonus
going to be 60 of these libraries,
buvo gal 60,
maybe half a dozen in one long day.
sugebėjome aplankyti gal šešias.
was meeting these librarians
su bibliotekų darbuotojais,
took possession of these places
besididžiuojančiais jais,
upon which they were invited
į kurią buvo pakviesti
and bring the books to life,
įkvėpti knygoms naują gyvenimą.
this really exciting experience
see these things in action.
pamatyti šį veiksmą.
visą dieną,
because it got dark early,
nes anksti sutemo.
So really nice having you here.
Labai ačiū, kad atvykote.
how I turn off the lights?"
kaip aš išjungiu šviesas?“
this special way that I do it."
išjungiu tokiu eiliškumu.“
every light one by one by one by one,
the kids' faces,
vaikų veidus ant sienos,
I turn off every night,
visuomet išjungiu paskutinę,
why I come to work."
kodėl kasdien ateinu į darbą.“
about designing that logo
tik aplink logotipą,
naujo vardo.
atsakomybę,
the experience to that extent,
taip toli numatyti galimas patirtis,
as far as I could reach with my own hands.
priekį, tik tiek, kiek pasiekiu rankomis.
the chain of consequences
could do her work really well.
are affected by these libraries.
40 000 vaikų per metus.
for more than 10 years now,
a generation of children to books
nukreipė visą vaikų kartą į knygas.
are the best consequences.
yra pačios geriausios pasekmės.
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