Debbie Millman: How symbols and brands shape our humanity | TED

Prevoditelj: Vida Grujic Recezent: Krešimir Kerek

Thirteen point eight billion years ago,

Prije 13,8 milijardi godina

the universe as we know it began with a big bang,

Velikim je praskom nastao svemir koji poznajemo,

and everything that we know and are and are made of was created.

stvoreno je sve što znamo, što jesmo i od čega smo napravljeni.

Fifty thousand years ago,

Prije pedeset tisuća godina

our brains underwent a major genetic mutation,

naš je mozak prošao kroz značajnu genetsku mutaciju,

which resulted in the biological reorganization of the brain.

što je rezultiralo biološkom reorganizacijom mozga.

Some scientists call this "The Big Brain Bang."

Neki znanstvenici to nazivaju "velikim praskom mozga".

Others call it "The Great Leap Forward,"

Neki to zovu "velikim korakom naprijed",

which I prefer.

što mi je draže.

It's so much more poetic.

Puno je poetičnije.

This is when Homo sapiens began to evolve into the modern species that we are today.

Tada se Homo sapiens počeo razvijati u modernu, današnju vrstu.

The Great Leap Forward activated most of our modern abilities:

Veliki korak naprijed aktivirao je većinu sposobnosti koje imamo danas:

abstract thought, planning,

apstraktno razmišljanje, planiranje,

cooking, competitive labor,

kuhanje, kompetitivni rad,

language, art, music

jezik, umjetnost, glazbu

and self-decoration.

i samoukrašavanje.

After the Great Leap Forward,

Nakon tog velikog koraka naprijed

there was an explosion of stone toolmaking,

došlo je do eksplozije izrade kamenih alata,

more sophisticated weaponry

sofisticiranijeg oružja

and, 32,000 years ago,

i, prije trideset i dvije tisuće godina,

the creation of our first sophisticated mark-making on the cave walls of Lascaux.

stvaranja prvih sofisticiranih oznaka na zidovima špilje Lascaux.

It's not a coincidence that we've gone from documenting our reality

Nije slučajnost da smo s dokumentiranja stvarnosti

on the cave walls of Lascaux

na zidovima špilje Lascaux

to the walls of Facebook.

prešli na zidove Facebooka.

And, in a very meta experience,

Kao metaiskustvo,

you can now a book a trip to see the walls of Lascaux

posjet špilji Lascaux sada možete rezervirati

on the walls of Facebook.

preko zidova Facebooka.

Approximately 10,000 years ago,

Prije otprilike deset tisuća godina,

men and women began to array themselves with makeup.

muškarci i žene počeli su se krasiti šminkom.

They started to self-decorate.

Počeli su se ukrašavati.

But this wasn't for seductive purposes; this was for religious convictions.

No u cilju im nije bilo zavođenje; šminkali su se zbog vjerskih uvjerenja.

We wanted to be more beautiful, purer, cleaner

Željeli smo biti ljepši, neviniji i čišći

in the eyes of something or someone

u očima nečega ili nekoga

that we believed had more power than we did.

za koga smo smatrali da ima veću moć od nas.

There is no culture

Ne postoji kultura

in recorded human history

u poznatoj povijesti čovječanstva

that has not practiced some form of organized worship,

koja nije prakticirala neki oblik organiziranog štovanja

which we now call "religion."

koji sad nazivamo religijom.

Six thousand years ago, in an effort to unite people,

Prije šest tisuća godina, u pokušaju ujedinjenja,

our ancestors began to design telegraphic symbols to represent beliefs

naši su preci počeli kreirati simbole koji će predstavljati uvjerenja

and to identify affiliations.

i identificirati pripadnosti.

These symbols connected like-minded people,

Ti su simboli povezivali istomišljenike

and they are all extraordinary.

i svaki od njih je izuzetan.

These affiliations allowed us to feel safer and more secure in groups,

Takva vrsta okupljanja omogućila nam je da se osjećamo sigurnijima u grupama,

and the sharing created consensus around what the symbols represented.

kao i širenje sporazuma oblikovanog oko značenja simbola.

With these marks, you knew where you fit in,

Pomoću tih znakova znalo se gdje je čije mjesto:

both for the people that were in the in crowd

kako onih koji su čoporu pripadali,

and those, as importantly, that were excluded.

tako i onih koji su iz njega bili izdvojeni.

These symbols were created in what I consider to be a very bottom-up manner:

Ti su simboli, po mojem mišljenju, stvarani po principu "odozdo prema gore":

they were made by people for people

stvorili su ih ljudi za ljude

and then shared for free among people

i besplatno podijelili s ostalima

to honor the higher power that they ascribed to.

kako bi mogli odati počast višoj sili kojoj su ih pripisivali.

What's ironic is that the higher power actually had nothing to do with this.

Ironično je da viša sila s tim zapravo nije imala ništa.

These early affiliations,

Te primarne grupacije

they often shared identical characteristics,

često su imale zajedničke osobine,

which is rather baffling

što je zanimljivo kad sagledamo činjenicu

given how scattered we were all over the planet.

koliko smo raštrkani po cijelom planetu.

We constructed similar rituals, practices and behaviors

Stvorili smo slične rituale, prakse i obrasce ponašanja,

no matter where we were anywhere on the globe.

bez obzira gdje se na planetu nalazili.

We constructed rituals to create symbolic logos.

Izgradili smo rituale stvaranja simboličnih logotipa.

We built environments for worship.

Izgradili smo okolinu pogodnu za štovanje.

We developed strict rules on how to engage with each other

Postavili smo stroga pravila o tome kako se odnositi prema drugima,

with food, with hair,

prema hrani, kosi,

with birth, with death,

rođenju, smrti,

with marriage and procreation.

braku i reprodukciji.

Some of the symbols have eerie commonalities.

Neki simboli jezivo su slični.

The hand of God shows up over and over and over again.

Božja ruka neprestano se i opetovano pojavljuje.

It shows up as the hamsa hand in Mesopotamia.

U Mezopotamiji je prikazana kao Hamsa.

It shows us as the hand of Fatima in Islam.

U islamu je to Fatimina ruka.

It shows up as the hand of Miriam in Judaism.

Judaizam je prikazuje kao Mirjaminu ruku.

Now, when we didn't agree on what our beliefs and behaviors were

Kad se ne bismo uspjeli složiti po pitanju kako se to

naša vlastita uvjerenja i prakse odnose na druge,

in regards to others,

if we felt that somebody else's were incorrect,

kad bismo smatrali da su oni drugi u krivu,

we began to fight,

izbijali su sukobi,

and many of our first wars were religious.

a mnogi su prvi ratovi bili vjerskog karaktera.

Our flags were used on the battlefield

Naše su se zastave vijorile u bitkama

to signify which side of the battlefield we belonged to,

kao znak strane bojišta kojoj pripadamo

because that was the only way to be able to tell friend from foe.

jer je to bio jedini način kako razlikovati nas od njih.

We all looked alike.

Svi smo bili slični.

And now our flags are on mass-manufactured uniforms

Naše su zastave sada "naštancane" na uniformama

that we are making.

koje si izrađujemo.

Logos on products to identify a maker came next,

Nakon toga došli su logotipi kao identifikacija proizvođača,

and brands were given legal recognition on January 1, 1876,

a brendovi su 1. siječnja 1876. zakonski priznati

with the advent of the Trademarks Registration Act.

donošenjem zakona o zaštitnim znakovima.

The first trademarked brand was Bass Ale,

Prvi registrirani zaštitni znak bio je Bass Ale

and I kind of wonder what that says about our humanity

i baš sam razmišljala što o nama govori činjenica

that first trademarked brand was an alcoholic beverage.

da je markom prvo zaštićeno jedno alkoholno piće.

Now, here is what I consider to be

Evo što smatram

the first case of branded product placement.

prvim slučajem oglašavanja brendiranog proizvoda.

There are bottles of Bass Ale behind me

Iza mene su prikazane boce Bass Alea

with the logo accurately presented here

s točno prikazanim logom

in this very famous painting in 1882 by Édouard Manet.

na ovoj vrlo poznatoj slici Édouarda Maneta iz 1882.

One of the most widely recognized logos in the world today

Jedan od najprepoznatljivijih logotipa danas u svijetu

is the Nike swoosh,

je Nikeova kvačica

which was introduced in 1971.

uvedena 1971. godine.

Carolyn Davidson, a graphic design student,

Carolyn Davidson, studentica grafičkog dizajna,

originally created the logo for 35 dollars.

izvorni je logo izradila za 35 dolara.

Upon seeing it, Nike CEO Phil Knight stated,

Kad ga je vidio, direktor Nikea Phil Knight je rekao:

"I don't love it

"Ne sviđa mi se,

but maybe it will grow on me."

ali možda ću ga s vremenom zavoljeti.

Maybe it will grow on me.

Možda ću ga zavoljeti."

But why is the swoosh so popular?

No, zašto je ta kvačica toliko popularna?

Why is the swoosh so popular?

Zašto je tako popularna?

Is it the mark?

Zbog samog znaka?

Or is the marketing?

Ili zbog marketinga?

And what can we make of the fact

I što s činjenicom

that the Nike swoosh seems to be

da Nikeova kvačica izgleda kao

the Newport logo upside down

Newportov logo naopako

or the Capital One logo on its side?

ili Capital Oneov okrenut bočno?

That is not the only logo with a shared identity.

Nije to jedini logo koji ima nekoliko identiteta.

This next logo is a logo that has a shared identity

Sljedeći logo dijeli identitet

with wholly different meanings.

s potpuno različitim značenjima.

As a Jewish person,

Kao Židovka,

I believe that this logo,

ja vjerujem da je ovaj logo,

this swastika,

ova svastika,

is the most heinous logo of all time.

najgnjusniji logo svih vremena,

But it actually has a rather surprising trajectory.

no on zapravo ima iznenađujuću priču.

The word "swastika" originally comes from

Riječ "svastika" podrijetlo ima

the ancient Sanskrit word "svastika,"

u drevnoj sanskrtskoj riječi "svastika",

which actually means "good fortune,"

što zapravo znači "dobra sreća",

"luck" and "well-being."

"sreća" i "blagostanje".

In the early 1900s, before it was appropriated by Hitler,

Početkom 1900-tih, prije nego ju je prisvojio Hitler,

it was used by Coca-Cola

Coca-Cola je svastiku koristila

on a good luck bottle opener.

na "sretnom otvaraču" za boce.

The American Biscuit Company prominently registered the mark

Tvrtka American Biscuit Company odmah je registrirala znak

and put it on boxes of cookies.

i stavila ga na kutije s keksima.

The US Playing Card Company registered the mark in 1921

Tvrtka US Playing Card Company, 1921. zaštitila je znak

for Fortune Playing Cards.

za karte Fortune Playing Cards.

The Boy Scouts used the mark on shoes in 1910,

The Boy Scouts 1910. godine znak su stavili na cipele,

and the symbol was also featured on cigar labels, boxtops, road signs

a taj je simbol kasnije još dospio i na cigarete, poklopce, cestovne znakove,

and even poker chips.

čak i žetone za poker.

Even the Jain made use of the logo along with a hand of God

I džainizam ju je, uz Božju ruku,

many millennia ago.

preuzeo prije mnogo tisućljeća.

These marks were identical,

Ove su oznake bile potpuno jednake,

but with use as a Nazi symbol,

no uz uporabu kao simbol nacizma,

the impact became very, very different.

utjecaj znaka bitno se promijenio.

The hand of God,

Božja ruka,

the Nike swoosh

Nikeova kvačica

and the swastika:

i svastika:

they all demonstrate how we've been manufacturing meaning with visual language

sve tri pokazuju kako smo tijekom tisućljeća stvarali značenja

over millennia.

za vizualne simbole.

It's a behavior that's almost as old as we are.

To je ponašanje staro skoro koliko i mi sami.

Today, in the United States,

Danas u Sjedinjenim Državama

there are over 116,000 malls,

postoji preko 116 000 trgovačkih centara

and they all look pretty much the same.

i svi više-manje izgledaju jednako.

There are more than 40,000 supermarkets,

Postoji više od 40 000 supermarketa

and they each have over 40,000 items.

i u svakom je više od 40 000 proizvoda.

If you went shopping for bottled water,

Odete li kupiti vodu u boci,

you'd have over 80 options to choose from.

imat ćete preko 80 mogućnosti izbora.

Since their launch in 1912,

Od njihovog predstavljanja 1912. godine,

you could choose from over 100 flavors and variants of Oreo cookies.

mogli ste birati između više od 100 različitih okusa i oblika Oreo keksa.

Now, is this a good thing

E sad, je li to dobro

or is it a bad thing?

ili možda loše?

Is a plethora of choice necessary in a free market?

Je li toliko mnoštvo izbora potrebno na slobodnom tržištu?

I believe it is both a good and bad thing,

Mislim da je to zapravo i dobro i loše,

as humans are both good and bad,

baš kao što su i ljudi i dobri i loši,

and we're the ones creating and using and buying these brands.

a mi ljudi smo ti koji stvaraju, koriste i kupuju te marke.

However, I think that the question

Ipak, mislim da je pitanje

of whether this behavior is good or bad is actually secondary

je li ovo ponašanje dobro ili loše zapravo sporedno

to understanding why --

za razumijevanje razloga zašto --

why we behave this way in the first place.

zašto se uopće tako ponašamo.

Here's the thing:

Radi se o sljedećem:

every one of our mass-marketed products

svi masovno oglašavani proizvodi

are what I consider to be top-down brands.

marke su nametane odozgo prema dolje.

They're still created by people,

Da, stvaraju ih ljudi,

but they are owned, operated, manufactured, advertised,

ali njihovi stvarni vlasnici, upravitelji, proizvođači, oglašivači,

designed, promoted and distributed by the corporation

dizajneri, promotori i distributeri - su korporacije

and pushed down and sold to the consumer for financial gain.

koje ih guraju i prodaju potrošaču radi financijske dobiti.

These corporations have a responsibility to a P and L

Korporacije odgovaraju za P i L (dobiti i gubitke)

with an expectation of an ROI

s očekivanim ROI-om (povratom ulaganja),

and have names like P and G and AT and T and J and J.

a zovu se P&G ili AT&T i J&J.

And that's pretty much the way it's been for the last couple of hundred years:

Tako je to uglavnom bilo posljednjih dvjesto godina:

a top-down model controlled by the corporation.

model po principu "odozgo prema dolje" koji kontrolira korporacija.

Until 2011.

Sve do 2011.

That's when we began to see evidence

Tad smo počeli uviđati naznake

of real, significant, far-reaching change.

prave, značajne, dalekosežne promjene.

The Arab Spring and Occupy Wall Street

Arapsko proljeće i Occupy Wall Street

proved how the internet could amplify messages

dokazali su da internet može naglasiti poruke

and connect like-minded people

i povezati istomišljenike

with powerful beliefs to inspire change.

snažnih uvjerenja i tako potaknuti promjenu.

We witnessed a cultural shift via social media

Svjedočili smo kulturnom preokretu putem društvenih medija

with hashtags like #MeToo and #BlackLivesMatter.

s hashtagovima kao #MeToo i #BlackLivesMatter.

In its wake, the discipline of branding

To je disciplinu brendiranja

has transformed more in the last 10 years

u posljednjih 10 godina više promijenilo,

than it has in the last 10,000,

nego išta drugo u prethodnih 10 000 godina

and for the first time in modern history,

i po prvi put u modernoj povijesti

the most popular, influential brands

najpopularniji i utjecajni brendovi

are not brands being pushed down by the corporation.

nisu oni brendovi koje nam svisoka guraju korporacije,

They are brands being pushed up by the people, for the people,

već brendovi koje s ljudskog nivoa grade ljudi za ljude,

for the sole purpose of changing the world and making it a better place.

a jedini im je cilj promijeniti i poboljšati svijet.

Our greatest innovations aren't brands providing a different form

Naša najveća inovacija nisu brendovi u različitim oblicima

or a different flavor of our favorite snack.

ili različiti okusi naše najdraže grickalice.

Our greatest innovations are the creation of brands

Naša najveća inovacija stvaranje je brendova

that can make a difference in our lives

koji čine razliku u našim životima

and reflect the kind of world that we want to live in.

i odražavaju sliku svijeta u kakvom želimo živjeti.

In November of 2016,

U studenom 2016.

Krista Suh, Jayna Zweiman and Kat Coyle

Krista Suh, Jayna Zweiman i Kat Coyle

created a hat to be worn at the Women's March in Washington, DC.

izradile su kapu za nošenje na Ženskom maršu u Washingtonu, DC.

(Applause)

(Pljesak)

This was the day after the presidential inauguration.

To je bilo dan nakon predsjedničke inauguracije.

Two months later, on January 21, 2017,

Dva mjeseca kasnije, 21. siječnja 2017.

millions of people all over the world wore handmade pink pussyhats

milijuni širom svijeta nosili su ružičaste ručno izrađene kape

in support of the Women's March all over the world.

u znak potpore Ženskom maršu u cijelom svijetu.

The hat was not created for any financial benefit.

Kapa nije bila izrađena za financijsku dobit.

Like our religious symbols created thousands of years ago,

Kao i religijske simbole stare tisućama godina,

the hat was created by the people, for the people

kapu su izradili ljudi za ljude

to serve what I believe is the highest benefit of branding:

da bi služila onome što smatram najvećom dobrobiti brendiranja:

to unite people in the communication

ujedinjenju ljudi u komunikaciji

of shared ideals.

zajedničkih ideala.

The pink pussyhat became a mark for a movement.

Ružičasta kapa s ušima postala je znak pokreta.

In a very short time, two months,

Vrlo brzo, u dva mjeseca,

it became universally recognizable.

postala je univerzalno prepoznatljiva.

It connected an audience in an unprecedented way.

Neviđeno je povezala publiku.

It is a brand,

Postala je brend,

but it is more than that.

ali je i mnogo više od toga.

Today, the pink pussyhat is proof positive

Danas je ružičasta kapa s ušima dokaz

that branding is not just a tool of capitalism.

da brendiranje nije samo kapitalistički alat.

Branding is the profound manifestation of the human spirit.

Brediranje je duboka manifestacija ljudskog duha.

The condition of branding has always reflected the condition of our culture.

Stanje brendiranja oduvijek je odražavalo stanje kulture.

It is our responsibility

Odgovorni smo

to continue to leverage the democratic power branding provides,

nastaviti jačati demokratsku moć koju daje brendiranje,

and it is our responsibility

ali i

to design a culture that reflects

dizajnirati kulturu koja oslikava

and honors

i poštuje

the kind of world we want to live in.

sliku svijeta u kakvom želimo živjeti.

Thank you.

Hvala vam.

(Applause)

(Pljesak)