Michael Bierut: How to design a library that makes kids want to read
Майкл Бирут: Как создать библиотеку, в которой детям захочется читать
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.
закон непредвиденных последствий.
непредвиденные последствия.
consequences that they really intend,
чтобы последствия были предвиденными,
to help them achieve those consequences.
помочь им их достигнуть.
of unintended consequences.
непредвиденных последствий.
consequences intended and unintended.
и непредвиденные последствия.
called Robin Hood
a wonderful philanthropic organization
Это благотворительная организация,
give it to poor people.
was the New York City school system,
улучшить школьную систему Нью-Йорка,
more than a million students at a time,
более миллиона учащихся одновременно
that are in disrepair,
that could use a renovation.
нуждаются в ремонте.
to improve these buildings in some way,
восстановление этих зданий,
too expensive and impractical.
и непрактичный.
what one room they could go into
самую подходящую комнату
in as many buildings that they could,
the lives of the children inside
was the school library,
called the Library Initiative.
Инициатива Библиотека.
have to pass through the library.
and soul of the school is.
where they brought in
а потом и больше архитекторов,
to rethink what a library was.
переосмыслить назначение библиотеки.
библиотекарей.
by improving these libraries.
через улучшение библиотек.
"Could you make a little contribution?"
«Не могли бы вы внести небольшой вклад?»
to be the graphic designer
графическим дизайнером
That means I get to design a logo.
создание логотипа.
логотип для этого проекта.
compared with architecture
and then you're out,
и ты свободен,
good about myself when I do these favors.
делать такие небольшие одолжения.
all based on this one idea.
основанных на одной этой идее.
pick any of the three.
these would be new school libraries
новые школьные библиотеки
a new idea that needs a new name.
должно быть иным.
that these were musty old libraries,
считаться старыми и затхлыми
that everyone is bored with,
do talk, do make loud noises.
разговаривать и шуметь.
it's like a shush-free zone.
это зона, где не призывают к тишине.
OK, option number two.
Вариант второй.
Готовы? Второй был таков —
Meet you after school down at OWL.
Встретимся после школы в ОУБ.
Now, what does OWL stand for?
Что скрывается за ОУБ?
could figure out other things it could be
что-нибудь придумают,
It's like the eye of the owl.
was based actually on language.
is the past tense of "read,"
как в настоящем,
this place The Red Zone?
Я начитан.
interested in spelling and I don't know.
более внимательны к правописанию.
is more important than spelling,
one of those instances.
and the question should be,
the question was more like,
with old libraries, musty old libraries.
старые и пыльные библиотеки.
have never really seen a library.
никогда и не видели библиотеки.
if they're there at all,
to bore anyone at all.
как они могут наскучить.
about giving it a new name.
просто назовём её библиотекой.
the Library Initiative.
there's your logo.
an unintended consequence,
результат случайностей,
they didn't really even need my design
you could write it by hand,
или даже написать от руки.
sending emails around,
just right out of the thing.
on the real rollout of this thing --
of their own library. Right?
над каждой входной дверью.
with different architects.
с разными архитекторами.
Now these architects were my client.
теперь — с архитекторами.
Put it on the door."
Put it off to the side."
repeated all over to the top."
повторите отсюда до потолка».
"Here's your logo. Here's your logo."
from one of the architects,
and he says, "I've got a problem.
«У меня проблема.
Can you solve it?"
Поможешь решить?»
that there's a space
что осталось пространство
an architectural issue to me,
как вопрос к архитектору,
so I'm, "Go on."
Я: «Продолжай».
the top shelf has to be low enough
должна находиться низко,
and the ceilings are really high,
потолки расположены высоко,
all this space up there
you know, I'm a logo designer.
что я дизайнер логотипов.
think of anything?"
ты что-то сообразишь?»
took pictures of the kids in the school
the top of the thing,
на пустое место на стене.
in east New York, take these pictures?"
Нью-Йорка и снять пару фото?»
of, like, the heroes of the school,
of the real library, right?
hand-selected by the principals
this heroic atmosphere in this library,
атмосферу в библиотеке,
and the joy of the children above.
и радостные ребята наверху.
in the other schools see this
все остальные библиотекари
it can't be the same mural every time,
одну и ту же фреску каждый раз,
and then she did another one,
и ещё одну,
named Lynn Pauley,
Лин Паули,
paintings of the kids.
at a place called Automatic Design.
из «Автоматического Дизайна».
asking for words,
delirious kind of constellation
of things that are in books.
about their favorite books
as a frieze up there.
запечатлел их там.
manga-style statement,
в стиле манга:
into the faces and characters
that you find in the books.
которые можно найти в книгах.
of objects and words
инсталляцию из предметов и слов,
and will fascinate students
и вдохновляющих учащихся,
a series of dimensions to these artists,
для работы этих художников.
делай что хочешь.
any problem with that."
It just was the greatest thing.
Просто великолепно.
made of construction paper,
на чертёжной бумаге:
to the opening of our new library."
нашей новой библиотеки».
say, you'd go to PS10,
there'd be a student ambassador,
specifically for the opening,
по случаю открытия,
with certificates,
was just a delirious, fun party.
весёлый праздник.
obviously not belonging,
определённо не вписываясь,
"What are you doing here, mister?"
«Что вы здесь делаете, мистер?»
that designed this place."
кто придумал это место».
"You took the pictures up above."
«Вы — автор этих фото на верху?»
The sign over the door?"
не заметили надпись на двери?»
"OK. Nice work if you can get it."
«Круто, мне бы такую работу».
going to these little openings
ходить на эти мероприятия,
kind of largely ignored or humiliated,
или не замечали или высмеивали,
going to the openings,
to get the people in my office
людей к себе в офис,
get the illustrators and photographers,
the five boroughs of New York
библиотек за раз.
going to be 60 of these libraries,
maybe half a dozen in one long day.
за один долгий день.
was meeting these librarians
лично увидеть библиотекарей,
took possession of these places
upon which they were invited
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.
Спасибо огромное, что зашли.
how I turn off the lights?"
как я выключаю свет?»
this special way that I do it."
every light one by one by one by one,
одну за другой,
the kids' faces,
I turn off every night,
эту я выключаю последней,
why I come to work."
зачем я работаю».
about designing that logo
the experience to that extent,
as far as I could reach with my own hands.
на том, до чего мог дотянуться.
the chain of consequences
could do her work really well.
свою работу действительно хорошо.
are affected by these libraries.
ходят в эти библиотеки.
for more than 10 years now,
a generation of children to books
новое поколение ребят.
are the best consequences.
иногда бывают к лучшему.
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