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

邁克爾·布雷德: 如何設計一個讓孩子們愛上閲讀的圖書館?

Filmed:
1,850,983 views

當邁克爾·布雷德被邀請,為公立學校圖書館設計一個標誌的時候,他未意料到的是,這個長達一年的計畫,從此開啓了他充滿激情的人生追求。談笑風生的演説中,他回憶起自己一直努力的方向,便是把能量、知識、藝術和圖案的魅力,帶進這充滿魔力的殿堂,在那裡學校圖書管理員可以去激勵著下一代的孩子和思想家。
- 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 called
the law of unintended意外 consequences後果.
0
920
4456
有這麼一個東西,
叫做「非預期結果法則」,
我曾以為它就只是説説而已,
00:17
I thought it was just like a saying,
1
5400
1736
但我猜這事實上是存在的。
00:19
but it actually其實 exists存在, I guess猜測.
2
7160
1576
是有一些學術論文在討論這件事。
00:20
There's, like, academic學術的 papers文件 about it.
3
8760
1920
00:23
And I'm a designer設計師.
4
11120
1256
我是一名設計師,
所以我很討厭「非預期結果」。
00:24
I don't like unintended意外 consequences後果.
5
12400
2856
人們聘請我做設計
是因爲他們有所需求,
00:27
People hire聘請 me because they have
consequences後果 that they really intend打算,
6
15280
4576
而且他們多半是因為
希望從我這裡得到想要的成果,
00:31
and what they intend打算 is for me
to help them achieve實現 those consequences後果.
7
19880
3856
所以我一直很害怕「非預期結果」
給我帶來不好的結果,
00:35
So I live生活 in fear恐懼
of unintended意外 consequences後果.
8
23760
3016
00:38
And so this is a story故事 about
consequences後果 intended and unintended意外.
9
26800
4680
而我將要講述的故事是關於
一個預期又不預期的結果。
00:44
I got called by an organization組織
called Robin知更鳥 Hood引擎罩
10
32080
3136
早前我接到了一個叫羅賓漢
(Robin Hood) 機構的來電,
他們想要我幫忙。
00:47
to do a favor偏愛 for them.
11
35240
1576
羅賓漢是一個位於紐約,
挺不錯的慈善機構,
00:48
Robin知更鳥 Hood引擎罩 is based基於 in New York紐約,
a wonderful精彩 philanthropic慈善 organization組織
12
36840
3416
他們在做的事當然和慈善有關。
00:52
that does what it says in the name名稱.
13
40280
1736
他們接受富人的捐助
去幫助貧困的人們。
00:54
They take from rich豐富 people,
give it to poor較差的 people.
14
42040
2776
00:56
In this case案件, what they wanted to benefit效益
was the New York紐約 City school學校 system系統,
15
44840
4896
但這次他們想要去
幫助紐約市學校的教育系統,
一個巨大的教育企業,
讓超過一百萬名學生接受著教育,
01:01
a huge巨大 enterprise企業 that educates受教育者
more than a million百萬 students學生們 at a time,
16
49760
5336
他們在無數的樓房裡就學,
就像這棟房子一樣,
01:07
and in buildings房屋 that are like this one,
17
55120
2336
01:09
old buildings房屋, big buildings房屋,
18
57480
1896
老房子,大房子,
01:11
drafty通風良好 buildings房屋, sometimes有時 buildings房屋
that are in disrepair失修,
19
59400
3136
冷颼颼的樓裡,
甚至在一些老古董房子裡,
看起來早就需要翻修了。
01:14
certainly當然 buildings房屋
that could use a renovation裝修.
20
62560
2536
羅賓漢機構一直希望能夠
重新整修這些教學樓,
01:17
Robin知更鳥 Hood引擎罩 had this ambition志向
to improve提高 these buildings房屋 in some way,
21
65120
3256
01:20
but what they realized實現 was
22
68400
1456
但是他們意識到的是,
去整修這麼多的教學樓
實在是花費太高又不太現實。
01:21
to fix固定 the buildings房屋 would be
too expensive昂貴 and impractical不切實際的.
23
69880
4536
所以取而代之,他們試著
在每一棟教學大樓裡找出一個房間,
01:26
So instead代替 they tried試著 to figure數字 out
what one room房間 they could go into
24
74440
4376
01:30
in each of these buildings房屋,
in as many許多 buildings房屋 that they could,
25
78840
3056
而且能找到愈多愈大樓愈好,
並修理那間房間,
01:33
and fix固定 that one room房間
26
81920
2656
這樣他們就可以從而改善孩子們
01:36
so that they could improve提高
the lives生活 of the children孩子 inside
27
84600
2816
在裡面的學習和生活。
01:39
as they were studying研究.
28
87440
1216
01:40
And what they came來了 up with
was the school學校 library圖書館,
29
88680
2416
他們最後找到的就是學校的圖書館,
他們想出的這個主意叫做
「圖書館計畫。」
01:43
and they came來了 up with this idea理念
called the Library圖書館 Initiative倡議.
30
91120
2936
所有的學生都會經過這個圖書館,
01:46
All the students學生們
have to pass通過 through通過 the library圖書館.
31
94080
2376
01:48
That's where the books圖書 are.
32
96480
1336
那也是所有書籍在的地方。
更是學校的靈魂所在。
01:49
That's where the heart
and soul靈魂 of the school學校 is.
33
97840
2336
所以我們要修整這些圖書館。
01:52
So let's fix固定 these libraries圖書館.
34
100200
1416
他們做了件非常棒的事,
01:53
So they did this wonderful精彩 thing
where they brought in
35
101640
2536
就是他們找了一些建築師來,
01:56
first 10, then 20, then more architects建築師,
36
104200
3096
先是十個,而後二十個,然後更多,
01:59
each one of whom was assigned分配 a library圖書館
to rethink反思 what a library圖書館 was.
37
107320
3736
每一位建築師都開始重新設計
打造他們心中的圖書館。
他們也訓練了很多特別的圖書管理員,
02:03
They trained熟練 special特別 librarians圖書館.
38
111080
2056
於是他們開始了這個巨大的改造工程,
02:05
So they started開始 this mighty威武 enterprise企業
39
113160
2056
02:07
to reform改革 public上市 schools學校
by improving提高 these libraries圖書館.
40
115240
3016
藉著改造他們的圖書館
從而提高公立學校的教學環境,
他們給我打電話說:
「你願意也來給我們幫點忙嗎?」
02:10
Then they called me up and they said,
"Could you make a little contribution貢獻?"
41
118280
3656
我説:「當然,
但是你想要我做什麽呢?」
02:13
I said, "Sure, what do you want me to do?"
42
121960
2016
他們説:「這樣,
我們想要你做個圖形設計師,
02:16
And they said, "Well, we want you
to be the graphic圖像 designer設計師
43
124000
2856
去創造出他們的整個理念。」
02:18
in charge收費 of the whole整個 thing."
44
126880
1456
所以我就想,我知道這是什麼意思,
意思是我要去為他們設計一個標誌。
02:20
And so I thought, I know what that means手段.
That means手段 I get to design設計 a logo商標.
45
128360
3576
我知道怎麽設計標誌,
因爲我就是做這個的。
02:23
I know how to design設計 that. I design設計 logos徽標.
46
131960
2016
這也是通常人們找我的原因,
02:26
That's what people come to me for.
47
134000
1656
所以,好吧,讓我們設計一個標誌。
02:27
So OK, let's design設計 a logo商標 for this thing.
48
135680
2096
02:29
Easy簡單 to do, actually其實,
compared相比 with architecture建築
49
137800
2256
很簡單的事情,比起去當個建築師,
02:32
and being存在 a librarian圖書管理員.
50
140080
1256
或是圖書管理員。
只要設計一個標誌,
做一點點貢獻,然後你就完事了。
02:33
Just do a logo商標, make a contribution貢獻,
and then you're out,
51
141360
2736
然後你覺得自己太了不起了。
02:36
and you feel really good about yourself你自己.
52
144120
1936
我是個很了不起的傢夥,
我幫忙別人時都自我感覺良好。
02:38
And I'm a great guy and I like to feel
good about myself when I do these favors好處.
53
146080
3776
所以我想,那我就溢交吧。
02:41
So I thought, let's overdeliver在交付.
54
149880
1576
我會給你設計三個標誌,
全部按照同一個理念,
02:43
I'm going to give you three logos徽標,
all based基於 on this one idea理念.
55
151480
2936
所以你就有三個選擇,
你可以任選其一。
02:46
So you have three options選項,
pick any of the three.
56
154440
2336
我説,這三個都很棒。
02:48
They're all great, I said.
57
156800
1296
所以我們最基礎的理念就是
新的圖書館,
02:50
So the basic基本 idea理念 was
these would be new school學校 libraries圖書館
58
158120
3216
02:53
for New York紐約 schools學校,
59
161360
1536
為紐約的學校所創立的。
所以這個理念意味著新的東西,
新的想法需要一個新的名字。
02:54
and so the idea理念 is that it's a new thing,
a new idea理念 that needs需求 a new name名稱.
60
162920
3856
所以我首先想要做的就是打消人們
對這些老舊圖書館的印象,
02:58
What I wanted to do was dispel打消 the idea理念
that these were musty發霉的 old libraries圖書館,
61
166800
5016
03:03
the kind of places地方
that everyone大家 is bored無聊 with,
62
171840
3616
每個人都已經厭倦它們了,
你知道,這不是你祖父母的圖書館。
03:07
you know, not your grandparents'祖父母' library圖書館.
63
175480
1976
別擔心那些。
03:09
Don't worry擔心 about that at all.
64
177480
1456
這是一個全新的地方,
一個充滿激動的地方,
03:10
This is going to this new, exciting扣人心弦 thing,
65
178960
2016
03:13
not a boring無聊 library圖書館.
66
181000
1256
不是一個無聊的圖書館。
所以第一個選項:
03:14
So option選項 number one:
67
182280
1656
別把它想成一個圖書館,
03:15
so instead代替 of thinking思維 of it as a library圖書館,
68
183960
2016
把它想成一個地方:
你可以講話,你可以製造噪音。
03:18
think of it as a place地點 where it is like:
do talk, do make loud noises噪音.
69
186000
4176
03:22
Right? So no shushing,
it's like a shush-free省省自由 zone.
70
190200
4016
對吧?不用「噓」,
沒有「噓」聲的討論區。
03:26
We're going to call it the Reading Room房間.
71
194240
2176
我們把它叫做讀書室。
這就是第一個選項,
好吧,來看第二個選擇。
03:28
That was option選項 number one.
OK, option選項 number two.
72
196440
3376
第二個選擇是,等下,
03:31
Option選項 number two was, wait for it,
73
199840
3416
03:35
OWL貓頭鷹.
74
203280
1256
「OWL。」
我會在「OWL」見你的。
03:36
I'll meet遇到 you at OWL貓頭鷹.
75
204560
1336
我會從「OWL」拿我的書,
放學後「OWL」見。
03:37
I'm getting得到 my book from the OWL貓頭鷹.
Meet遇見 you after school學校 down at OWL貓頭鷹.
76
205920
3296
就像這樣不是嗎?
但「OWL」到底是什麽?
03:41
I like that, right?
Now, what does OWL貓頭鷹 stand for?
77
209240
2336
好吧,它可以意味著一個世界圖書館
(One World Library)。
03:43
Well, it could be One World世界 Library圖書館,
78
211600
1896
或者是意味著
03:45
or it could be Open打開. Wonder奇蹟. Learn學習.
79
213520
2616
開放 (Open),奇蹟 (Wonder),
學習 (Learn)。
或者是──好吧,也許其他
圖書管理員可以想出其他的意思,
03:48
Or it could be -- and I figure數字 librarians圖書館
could figure數字 out other things it could be
80
216160
4496
03:52
because they know about words.
81
220680
1456
還是他們比較瞭解用詞什麼的。
所以還有其他,不是嗎?
03:54
So other things, right?
82
222160
1216
現在來看這個,
這就像是貓頭鷹的眼睛。
03:55
And then look at this.
It's like the eye of the owl貓頭鷹.
83
223400
2456
這在我看來真難不喜歡。
03:57
This is irresistible不可抗拒 in my opinion意見.
84
225880
1696
但還有另一個點子,
03:59
But there's even another另一個 idea理念.
85
227600
1456
04:01
Option選項 number three.
86
229080
1216
選項三,
選項三是和英語語言有關。
04:02
Option選項 number three
was based基於 actually其實 on language語言.
87
230320
2616
這是關於單詞「閲讀」的過去式,
依然是「Read」。
04:04
It's the idea理念 that "read"
is the past過去 tense緊張 of "read,"
88
232960
3296
04:08
and they're both spelled拼寫 the same相同 way.
89
236280
1856
他們的拼寫看起來都一樣,
所以為什麽我們不叫這個地方
The Red Zone(紅色音同閲讀)?
04:10
So why don't we call
this place地點 The Red Zone?
90
238160
2936
我們紅色區 (The Red Zone) 見。
04:13
I'll meet遇到 you at the Red Zone.
91
241120
1429
你紅(閱讀)了嗎?
04:14
Are you Red? Get Red.
92
242573
2560
要紅(閱讀)了吧!
04:17
I'm well Red.
93
245880
1216
我紅(閱讀)了。
(笑聲)
04:19
(Laughter笑聲)
94
247120
1216
我很喜歡這個主意,
04:20
I really loved喜愛 this idea理念,
95
248360
1336
但不知怎麽我沒有選擇這個主意,
04:21
and I somehow不知何故 was not focused重點 on the idea理念
96
249720
2336
因為圖書管理員
才應該對拼寫感興趣,
04:24
that librarians圖書館 as a class are sort分類 of
interested有興趣 in spelling拼字 and I don't know.
97
252080
5896
我可不懂這些。
04:30
(Laughter笑聲)
98
258000
1935
(笑聲)
但是有些時候小聰明
可比拼寫重要多了。
04:31
But sometimes有時 cleverness聰明
is more important重要 than spelling拼字,
99
259959
3497
我覺得這應該也是一個例子,
04:35
and I thought this would be
one of those instances實例.
100
263480
2416
通常我就要做個簡報,
04:37
So usually平時 when I make these presentations簡報
101
265920
2016
一般來説,我做完成果簡報
他們只會問我一個問題,那就是
04:39
I say there's just one question
and the question should be,
102
267960
2776
「麥克,我該怎麽感謝你呢?」
04:42
"How can I thank you, Mike麥克風?"
103
270760
1376
04:44
But in this case案件,
the question was more like,
104
272160
2616
但是這次,我得到的問題居然是:
「啊,你在逗我吧?」
04:46
"Um, are you kidding開玩笑?"
105
274800
2416
因為他們説,
04:49
Because, they said,
106
277240
1696
這些作品的前提是,
04:50
the premise前提 of all this work
107
278960
1376
04:52
was that kids孩子 were bored無聊
with old libraries圖書館, musty發霉的 old libraries圖書館.
108
280360
4136
孩子對所有老舊的圖書館都厭倦了,
他們不想再去了。
04:56
They were tired of them.
109
284520
1216
但是這次,這些孩子其實從來
就沒有機會看過圖書館是什麼樣。
04:57
And instead代替, they said, these kids孩子
have never really seen看到 a library圖書館.
110
285760
3336
05:01
The school學校 libraries圖書館 in these schools學校
111
289120
1816
這些要建在學校的圖書館
05:02
are really so dilapidated殘破,
if they're there at all,
112
290960
3416
是真正的荒廢了。
如果它們真的在使用的話,
它們根本不會讓任何人厭倦,
05:06
that they haven't沒有 bored無聊 anyone任何人.
113
294400
1936
因為它們從來就沒有存在過,
去讓任何人感到厭倦。
05:08
They haven't沒有 even been there
to bore anyone任何人 at all.
114
296360
2976
05:11
So the idea理念 was, just forget忘記
about giving it a new name名稱.
115
299360
3416
所以這個初衷沒用,
不用給它取一個新名字。
05:14
Just call it, one last try, a library圖書館.
116
302800
4056
叫它圖書館就夠了,不用再試了。
好嗎?好吧。
05:18
Right? OK.
117
306880
1216
所以我想,好吧,給它一點活力?
05:20
So I thought, OK, give it a little oomph性的魅力?
118
308120
2856
05:23
Exclamation感嘆 point?
119
311000
1216
用個感嘆號吧?
05:24
Then -- this is because I'm clever聰明 --
120
312240
1976
然後──這是因為我很聰明──
把它放到字母「i」那裡,
05:26
move移動 that into the "i,"
121
314240
2536
05:28
make it red,
122
316800
1256
把它換成紅色,
好了,圖書館計劃完成。
05:30
and there you have it,
the Library圖書館 Initiative倡議.
123
318080
2176
所以我想好了,完成任務,
要的標誌完工。
05:32
So I thought, mission任務 accomplished完成,
there's your logo商標.
124
320280
2536
所以關於這個標誌
完全是一個非預期的結果,
05:34
So what's interesting有趣 about this logo商標,
an unintended意外 consequence後果,
125
322840
3056
他們根本不需要我的設計,
05:37
was that it turned轉身 out that
they didn't really even need my design設計
126
325920
3136
因爲你可以用任何字體輸入,
甚至直接手寫,
05:41
because you could type類型 it any font字形,
you could write it by hand,
127
329080
2976
05:44
and when they started開始
sending發出 emails電子郵件 around,
128
332080
2096
當他們給我些郵件時,
只需要按住 Shift 和 1
就有了個感嘆號,
05:46
they just would use Shift轉移 and 1,
129
334200
1576
他們就能看到他們自己的標誌。
05:47
they'd他們會 get their own擁有 logo商標
just right out of the thing.
130
335800
2576
所以我想好吧,那挺不錯的,
05:50
And I thought, well, that's fine.
131
338400
1736
05:52
Feel free自由 to use that logo商標.
132
340160
1776
每個人都可以隨意使用這個標誌。
然後我的工作才真正開始──
05:53
And then I embarked開始
on the real真實 rollout推出 of this thing --
133
341960
2896
幫助每一個建築師,
05:56
working加工 with every一切 one of the architects建築師
134
344880
1936
05:58
to put this logo商標 on the front面前 door
of their own擁有 library圖書館. Right?
135
346840
3000
把我設計的標誌放在
他們圖書館的前門,對嗎?
06:02
So here's這裡的 the big rollout推出.
136
350360
1376
這才是最顯眼的展示。
可以説我和不同的建築師一起工作,
06:03
Basically基本上 I'd work
with different不同 architects建築師.
137
351760
2256
一開始,羅賓漢機構是我的客戶
現在這些建築師也成了我的客戶,
06:06
First Robin知更鳥 Hood引擎罩 was my client客戶.
Now these architects建築師 were my client客戶.
138
354040
3216
06:09
I'd say, "Here's這裡的 your logo商標.
Put it on the door."
139
357280
2239
我說:「這是你的標誌,放門上吧。」
「這是你的,這兩扇門都給我掛上。」
06:11
"Here's這裡的 your logo商標. Put it on both doors."
140
359543
1953
「這是你的標誌,放在兩邊。」
06:13
"Here's這裡的 your logo商標.
Put it off to the side."
141
361520
2016
「這是你們的,全都貼滿。」
06:15
"Here's這裡的 your logo商標
repeated重複 all over to the top最佳."
142
363560
2256
06:17
So everything was going swimmingly順順噹噹.
143
365840
1696
所有的就像流水操作一樣。
我只負責說,
「這是你的標誌,這是你的標誌。」
06:19
I just was saying,
"Here's這裡的 your logo商標. Here's這裡的 your logo商標."
144
367560
2656
然後一位建築師來問我,
06:22
Then I got a call
from one of the architects建築師,
145
370240
2136
06:24
a guy named命名 Richard理查德 Lewis劉易斯,
and he says, "I've got a problem問題.
146
372400
2856
他叫理查德·路易斯,
他說:「我有個問題,
你是那個圖形設計師,
你可以幫我解決下嗎?」
06:27
You're the graphics圖像 guy.
Can you solve解決 it?"
147
375280
2016
我説:「當然,沒問題。」
06:29
And I said, OK, sure."
148
377320
1216
他説:「問題是有一個空間
06:30
And he said, "The problem問題 is
that there's a space空間
149
378560
2576
在書架和天花板之間……」
06:33
between之間 the shelf and the ceiling天花板."
150
381160
1816
這聽起來像是個建築方面的問題,
06:35
So that sounds聲音 like
an architectural建築的 issue問題 to me,
151
383000
2336
可不是圖形設計問題,
但我還是說:「繼續說。」
06:37
not a graphic圖像 design設計 issue問題,
so I'm, "Go on."
152
385360
2096
理查德說:「是這樣,
因爲書架必須要足夠低
06:39
And Richard理查德 says, "Well,
the top最佳 shelf has to be low enough足夠
153
387480
3656
孩子們才可以夠到,
06:43
for the kid孩子 to reach達到 it,
154
391160
1216
但是因爲我們在一個
老式的建築裡,天花板都非常高,
06:44
but I'm in a big old building建造,
and the ceilings天花板 are really high,
155
392400
3000
06:47
so actually其實 I've got
all this space空間 up there
156
395424
2072
所以上面有很多多餘的空間,
我需要用些東西來填補,
就像壁畫那種。」
06:49
and I need something like a mural壁畫."
157
397520
1696
然後我就說:「啊?你曉得吧,
我其實只是個標誌設計師而已。
06:51
And I'm like, "Whoa,
you know, I'm a logo商標 designer設計師.
158
399240
2936
我可不是迪亞哥·里維拉這些大師。
06:54
I'm not Diego迭戈 Rivera里維拉 or something.
159
402200
2136
06:56
I'm not a muralist壁畫."
160
404360
1616
我不是壁畫家啊。」
然後他説:「但是你就
不可以出出主意嗎?」
06:58
And so he said, "But can't you
think of anything?"
161
406000
2376
所以我説:「好吧,要不我們
就拍些學校裡孩子們的照片,
07:00
So I said, "OK, what if we just
took pictures圖片 of the kids孩子 in the school學校
162
408400
5376
07:05
and just put them around
the top最佳 of the thing,
163
413800
2456
然後把它們放在上面,
07:08
and maybe that could work."
164
416280
1336
也許那樣可以。」
而我妻子就是一位攝影師,
07:09
And my wife妻子 is a photographer攝影師,
165
417640
1856
我説:「多蘿西,我沒工資給你,
07:11
and I said, "Dorothy多蘿西, there's no budget預算,
166
419520
1936
07:13
can you come to this school學校
in east New York紐約, take these pictures圖片?"
167
421480
3176
但是你可以來趟紐約
東城的學校,拍些照片嗎?」
然後她來了,
07:16
And she did,
168
424680
1216
如果你去理查德的圖書館,
07:17
and if you go in Richard's理查德的 library圖書館,
169
425920
1976
07:19
which哪一個 is one of the first that opened打開,
170
427920
1856
這是最先開放的圖書館之一,
07:21
it has this glorious輝煌 frieze帶狀裝飾
of, like, the heroes英雄 of the school學校,
171
429800
3096
它有一圈輝煌的裝飾,
就像學校裡的英雄,
超大的照片,從上面看下來,
07:24
oversized過大的, looking down
172
432920
1696
俯視著者小小的玩具屋
一般的閲讀室,不是嗎?
07:26
into the little dollhouse玩具屋
of the real真實 library圖書館, right?
173
434640
3016
07:29
And the kids孩子 were great,
hand-selected手選 by the principals校長
174
437680
2816
這些孩子真的是非常棒,
每一張笑臉都是校長親自挑選,
07:32
and the librarian圖書管理員.
175
440520
1776
當然還有圖書管理員一起。
這就像在圖書館裡製造了
英雄豪邁的氛圍,
07:34
It just kind of created創建
this heroic英勇 atmosphere大氣層 in this library圖書館,
176
442320
3256
這是一個安靜莊嚴的場所,
上面卻洋溢著孩子們歡樂的感情,
07:37
this very dignified凝重 setting設置 below下面
and the joy喜悅 of the children孩子 above以上.
177
445600
3496
07:41
So naturally自然 all the other librarians圖書館
in the other schools學校 see this
178
449120
4336
所以自然而然地,
其他學校的圖書管理員看到這個,
07:45
and they said, well, we want murals壁畫 too.
179
453480
1936
都説我們也想要壁畫了。
然後,我當然就說可以啦。
07:47
And I'm like, OK.
180
455440
1296
但是我想,如果每一次都是相同的
就沒什麽新意了,
07:48
So then I think, well,
it can't be the same相同 mural壁畫 every一切 time,
181
456760
2896
07:51
so Dorothy多蘿西 did another另一個 one,
and then she did another另一個 one,
182
459680
3056
所以多蘿西拍攝了另外的一組,
又開始拍攝更多的照片,
07:54
but then we needed需要 more help,
183
462760
1616
但是我們也需要更多的幫助,
所以我打電話給了我認識的
一位插畫師叫琳恩·保利,
07:56
so I called an illustrator插畫 I knew知道
named命名 Lynn林恩 Pauley波利,
184
464400
2856
07:59
and Lynn林恩 did these beautiful美麗
paintings繪畫 of the kids孩子.
185
467280
2936
琳恩為孩子們
創造了這些漂亮的插畫。
08:02
Then I called a guy named命名 Charles查爾斯 Wilkin威爾金
at a place地點 called Automatic自動 Design設計.
186
470240
4336
還有從一個叫做自動設計的公司
請了另外一位朋友叫查爾斯·威爾金,
他創作了這些令人驚嘆的拼貼畫。
08:06
He did these amazing驚人 collages拼貼.
187
474600
1800
08:08
We had Rafael拉斐爾 EsquerEsquer
188
476960
2336
我們請了拉斐爾·伊斯凱
做了這些了不起的剪影。
08:11
do these great silhouettes剪影.
189
479320
1856
他和孩子們一起工作,
聽他們的話,
08:13
He would work with the kids孩子,
asking for words,
190
481200
2176
08:15
and then based基於 on those prompts提示,
191
483400
1576
然後根據那些線索
08:17
come up with this little,
delirious發狂的 kind of constellation星座
192
485000
2696
想出了這瘋狂的一系列圖案,
一些剪影,和一些書裡的東西。
08:19
of silhouettes剪影
of things that are in books圖書.
193
487720
2056
08:21
Peter彼得 ArkleArkle interviewed採訪 the kids孩子
194
489800
1576
彼得·阿科爾採訪了很多孩子,
08:23
and had them talk
about their favorite喜愛 books圖書
195
491400
2096
把他們最喜歡的書和想法
像對話自白般的形式放在了上面。
08:25
and he put their testimony見證
as a frieze帶狀裝飾 up there.
196
493520
2256
08:27
Stefan斯特凡 SagmeisterSagmeister worked工作 with Yuko裕子 Shimizu清水
197
495800
2256
斯特凡·塞個梅斯特
和優酷·詩米祖一起,
他們做了這了不起的漫畫設計,
08:30
and they did this amazing驚人
manga-style漫畫風格 statement聲明,
198
498080
2296
「每一個真誠的人都是有趣的。」
08:32
"Everyone大家 who is honest誠實 is interesting有趣,"
199
500400
2456
08:34
that goes all the way around.
200
502880
1856
出現在了所有地方。
08:36
Christoph克里斯托夫 Niemann尼曼, brilliant輝煌 illustrator插畫,
201
504760
2376
克里斯托弗·瓦爾兹,
一位天才插畫師,
做了一系列的工作,
08:39
did a whole整個 series系列 of things
202
507160
1376
他把書中的人物、
08:40
where he embedded嵌入式 books圖書
into the faces面孔 and characters人物
203
508560
3016
畫和地方都做成了壁畫。
08:43
and images圖片 and places地方
that you find in the books圖書.
204
511600
3136
08:46
And then even Maira瑪麗亞 Kalman卡爾曼
205
514760
2039
甚至麥拉·考曼
08:48
did this amazing驚人 cryptic神秘 installation安裝
of objects對象 and words
206
516840
3815
把各種物體字母混合在一起,
使他們圍繞著和吸引了
08:52
that kind of go all around
and will fascinate吸引 students學生們
207
520679
3177
所有到那裡學習的學生。
08:55
for as long as it's up there.
208
523880
1576
這實在是太令人滿意和驚艷了,
08:57
So this was really satisfying滿意的,
209
525480
1656
08:59
and basically基本上 my role角色 here was reading
a series系列 of dimensions尺寸 to these artists藝術家,
210
527160
5896
而我在這做的就是
列舉這些藝術家創造的東西,
我想說:
09:05
and I would say,
211
533080
1256
「在三乘以十五英呎的空間裡,
無論你想要什麽都可以。
09:06
"Three feet by 15 feet, whatever隨你 you want.
212
534360
2696
09:09
Let me know if you have
any problem問題 with that."
213
537080
2216
如果你有任何問題,
請一定讓我知道。」
他們都會爲你創造出新的設計,
這是一件非常了不起的事情。
09:11
And they would go and install安裝 these.
It just was the greatest最大 thing.
214
539320
3216
但是更棒的,其實是──
09:14
But the greatest最大 thing, actually其實, was --
215
542560
2296
偶爾,
09:16
Every一切 once一旦 in a while,
216
544880
1216
我會收到一些邀請函,
厚厚的勞作紙做的,
09:18
I'd get, like, an invitation請帖 in the mail郵件
made製作 of construction施工 paper,
217
546120
3216
上面說:「我們邀請你來
參加我們新圖書館的開幕儀式。」
09:21
and it would say, "You are invited邀請
to the opening開盤 of our new library圖書館."
218
549360
3296
所以如果你去圖書館,
比如説你去 PS10 圖書館,
09:24
So you'd go to the library圖書館,
say, you'd go to PSPS10,
219
552680
2376
你走進裡面。
09:27
and you'd go inside.
220
555080
1216
那裡有著很多氣球,還有學生大使,
09:28
There'd這紅色 be balloons氣球,
there'd這紅色 be a student學生 ambassador大使,
221
556320
2776
還有特別為開幕儀式準備的演説,
09:31
there'd這紅色 be speeches演講 that were read,
222
559120
2136
或是特意寫的詩歌,
09:33
poetry詩歌 that was written書面
specifically特別 for the opening開盤,
223
561280
2896
政要也會在場
為人們頒發各種認證和揭幕,
09:36
dignitaries政要 would present當下 people
with certificates證書,
224
564200
2936
09:39
and the whole整個 thing
was just a delirious發狂的, fun開玩笑 party派對.
225
567160
2616
這一切的派對都是
那麼的激動人心和有趣,
09:41
So I loved喜愛 going to these things.
226
569800
1616
所以我很喜歡參加這些活動。
我會站在那裡,穿成這樣,
顯然我有點格格不入,
09:43
I would stand there dressed連衣裙的 like this,
obviously明顯 not belonging屬於,
227
571440
2976
有些人或許會問我:
「先生,你在這做什麽?」
09:46
and someone有人 would say,
"What are you doing here, mister先生?"
228
574440
2667
09:49
And I'd say, "Well, I'm part部分 of the team球隊
that designed設計 this place地點."
229
577131
3165
我會說:「好吧,其實我是
設計這個地方的人之一。」
09:52
And they'd他們會 said, "You do these shelves貨架?"
230
580320
1905
然後他們會説:
「你是造了這些書架嗎?」
我答道:「不。」
「那你是拍了書架上面的照片嗎?」
09:54
And I said, "No."
"You took the pictures圖片 up above以上."
231
582249
2407
「不是。」
09:56
"No."
232
584680
1216
「好吧,那你做了什麽呢?」
09:57
"Well, what did you do?"
233
585920
1216
09:59
"You know when you came來了 in?
The sign標誌 over the door?"
234
587160
2456
「你知道你進門的時候
看到門上的那個標誌嗎?」
「你是説那個寫著圖書館的標誌?」
10:01
"The sign標誌 that says library圖書館?"
235
589640
1416
(笑聲)
10:03
(Laughter笑聲)
236
591080
1016
「對了!那是我做的!」
10:04
"Yeah, I did that!"
237
592120
1216
10:05
And then they'd他們會 sort分類 of go,
"OK. Nice尼斯 work if you can get it."
238
593360
4120
然後他們說:「好吧,挺不錯的,
如果你仔細注意的話。」
10:10
So it was so satisfying滿意的
going to these little openings開口
239
598200
4096
所以參加這些小小的
開幕儀式還是讓我有滿足感。
先不管我常常被忽視
或是取笑的事實,
10:14
despite儘管 the fact事實 that I was
kind of largely大部分 ignored忽視 or humiliated羞辱,
240
602320
3736
去參加這些活動還是非常有趣的,
10:18
but it was actually其實 fun開玩笑
going to the openings開口,
241
606080
2176
10:20
so I decided決定 that I wanted
to get the people in my office辦公室
242
608280
2696
所以我決定要找辦公室裡的員工,
10:23
who had worked工作 on these projects項目,
get the illustrators插畫 and photographers攝影師,
243
611000
3456
特別是那些參與這些項目的人,
像插畫家、攝影師,
我説,為什麽我們不租輛休旅車
10:26
and I said, why don't we rent出租 a van麵包車
244
614480
1696
走遍整個紐約,
10:28
and drive駕駛 around
the five boroughs行政區 of New York紐約
245
616200
2376
10:30
and see how many許多 we could hit擊中 at one time.
246
618600
2016
看看我們一次能拿下多少個圖書館。
最終其實我們去了 60 家圖書館,
10:32
And eventually終於 there were
going to be 60 of these libraries圖書館,
247
620640
2856
所以一天我們大概可以
去六家圖書館左右,
10:35
so we probably大概 got to see
maybe half a dozen in one long day.
248
623520
3776
10:39
And the best最好 thing of all
was meeting會議 these librarians圖書館
249
627320
2936
最棒的當然就是見那些圖書管理員,
10:42
who kind of were running賽跑 these,
took possession所有權 of these places地方
250
630280
3576
他們運營並管理著圖書館,
對這些地方充滿著熱情,
就像他們自己的小舞臺一樣,
10:45
like their private私人的 stage階段
upon which哪一個 they were invited邀請
251
633880
2576
他們能迷住學生,
然後把書帶到他們的世界裡,
10:48
to mesmerize催眠 their students學生們
and bring帶來 the books圖書 to life,
252
636480
3936
10:52
and it was just
this really exciting扣人心弦 experience經驗
253
640440
2536
這是一段激動人心的經歷,
10:55
for all of us to actually其實
see these things in action行動.
254
643000
2816
我們都可以真真切切地
看到這些行動。
所以我們花了一整天去做這些事,
10:57
So we spent花費 a long day doing this
255
645840
2536
記得我們到了最後一家圖書館。
11:00
and we were in the very last library圖書館.
256
648400
1816
那個時候還是冬天,
所以天黑得特別早,
11:02
It was still winter冬季,
because it got dark黑暗 early,
257
650240
2816
11:05
and the librarian圖書管理員 says,
258
653080
1216
圖書管理員說:
11:06
"I'm about to close down.
So really nice不錯 having you here.
259
654320
2696
「我們就要關門的,
很高興你們能來這裡,
嘿,等一下,你想要看
我怎麼關燈嗎?」
11:09
Hey, wait a second第二, do you want to see
how I turn off the lights燈火?"
260
657040
3136
11:12
I'm like, "OK."
261
660200
1296
我只好說:「好吧。」
11:13
And she said, "I have
this special特別 way that I do it."
262
661520
2496
她又說:「我關燈的方式
可不一樣了。」
然後她帶我看,
11:16
And then she showed顯示 me.
263
664040
1256
她做的就是一盞接著一盞的關,
11:17
What she did was she turned轉身 out
every一切 light one by one by one by one,
264
665320
3456
11:20
and the last light she left on
265
668800
2056
她剩下了最後一盞,
11:22
was the light that illuminated發光的
the kids'孩子們 faces面孔,
266
670880
2896
燈光打亮了牆上孩子們的臉龐,
她說:「這永遠是我每天晚上
下班前關掉的最後一盞燈,
11:25
and she said, "That's the last light
I turn off every一切 night,
267
673800
2856
因為它提醒著
我在這裡工作的原因。」
11:28
because I like to remind提醒 myself
why I come to work."
268
676680
2576
11:31
So when I started開始 this whole整個 thing,
269
679280
2856
所以,記得嗎,
當我開始做這一切的時候,
11:34
remember記得, it was just
about designing設計 that logo商標
270
682160
2191
完完全全就是為了設計一個標誌,
用用我的小聰明,
想一個新的名字嗎?
11:36
and being存在 clever聰明, come up with a new name名稱?
271
684375
2001
11:38
The unintended意外 consequence後果 here,
272
686400
1576
非預期結果就在這,
11:40
which哪一個 I would like to take credit信用 for
273
688000
1816
我很想居功,
也很想認為自己能透徹理解其經驗,
11:41
and like to think I can think through通過
the experience經驗 to that extent程度,
274
689840
3216
但是不行。
11:45
but I can't.
275
693080
1216
我只是專心地用我自己的力量,
一步一個脚印的行走,
11:46
I was just focused重點 on a foot腳丫子 ahead of me,
as far as I could reach達到 with my own擁有 hands.
276
694320
3976
11:50
Instead代替, way off in the distance距離
277
698320
2576
然而,讓我看到遠方的
是一個普普通通的圖書管理員,
11:52
was a librarian圖書管理員
278
700920
1256
她讓我看到了這一切所帶來的成果,
11:54
who was going to find
the chain of consequences後果
279
702200
2936
我們所做的一切,
11:57
that we had set in motion運動,
280
705160
1416
11:58
a source資源 of inspiration靈感
281
706600
1496
都是激勵靈感的源泉,
12:00
so that she in this case案件
could do her work really well.
282
708120
3376
這也是讓她能夠做好工作的原因。
12:03
40,000 kids孩子 a year
are affected受影響 by these libraries圖書館.
283
711520
3376
每年有四萬個孩子受益於
這些圖書館,
12:06
They've他們已經 been happening事件
for more than 10 years年份 now,
284
714920
2456
到現在為止已經有了十年之久,
所以可以說這些圖書管理員
已經開啓了一代孩子們的閲讀之旅,
12:09
so those librarians圖書館 have kind of turned轉身 on
a generation of children孩子 to books圖書
285
717400
4536
12:13
and so it's been a thrill顫抖 to find out
286
721960
2496
這是一個振奮人心的發現,
12:16
that sometimes有時 unintended意外 consequences後果
are the best最好 consequences後果.
287
724480
3736
有時候非預期的結果,
也會成為最好的結果。
謝謝大家。
12:20
Thank you very much.
288
728240
1216
(掌聲)
12:21
(Applause掌聲)
289
729480
3880
Translated by Yanyan Hong
Reviewed by linda sheu

▲Back to top

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