The hilarious art of book design | Chip Kidd

Prevodilac: Anca Dimovska Lektor: Miloš Milosavljević

Hi.

Zdravo.

(Laughter)

(Smeh)

I did that for two reasons.

Ovo sam uradio iz dva razloga.

First of all, I wanted to give you

Prvo, hteo sam da ostavim

a good visual first impression.

dobar vizuelni prvi utisak.

But the main reason I did it is that

Ali glavni razlog što sam ovo uradio je taj

that's what happens to me when I'm forced to wear

što mi se to dešava kad sam prisiljen da nosim

a Lady Gaga skanky mic.

nepristojni Lejdi Gaga mikrofon.

(Laughter)

(Smeh)

I'm used to a stationary mic.

Navikao sam na fiksiran mikrofon.

It's the sensible shoe of public address.

To je "udobna obuća" javnog obraćanja.

(Laughter)

(Smeh)

But you clamp this thing on my head, and something happens.

Ali kad mi prikačite ovo na glavu, nešto se dogodi

I just become skanky.

i jednostavno, postanem nepristojan.

(Laughter) So I'm sorry about that.

(Smeh) Žao mi je zbog toga.

And I'm already off-message.

I već sam skrenuo s teme.

(Laughter)

(Smeh)

Ladies and gentlemen,

Dame i gospodo,

I have devoted the past 25 years of my life

posvetio sam proteklih 25 godina svog života

to designing books.

ilustrovanju knjiga.

("Yes, BOOKS. You know, the bound volumes with ink on paper.

("Da, KNJIGE. Znate, ukoričene sveske sa mastilom na papiru.

You cannot turn them off with a switch.

Ne možete ih ugasiti prekidačem.

Tell your kids.")

Recite to svojoj deci.")

It all sort of started as a benign mistake,

Sve je to počelo kao bezazlena greška,

like penicillin. (Laughter)

kao penicilin. (Smeh)

What I really wanted

Ono što sam zaista hteo je

was to be a graphic designer

da budem grafički dizajner

at one of the big design firms in New York City.

u jednoj od velikih dizajnerskih firmi u Njujorku.

But upon arrival there,

Ali po dolasku ovde,

in the fall of 1986, and doing a lot of interviews,

u jesen 1986., pošto sam išao na mnogo razgovora za posao,

I found that the only thing I was offered

uvideo sam da jedini posao koji mi se nudi

was to be Assistant to the Art Director at Alfred A. Knopf,

je taj da budem pomoćnik umetničkog direktora u Alfred A. Knopfu,

a book publisher.

izdavačkoj kući.

Now I was stupid,

Bio sam glup,

but not so stupid that I turned it down.

ali ne toliko glup da ovo odbijem.

I had absolutely no idea

Nisam imao nikakvu ideju

what I was about to become part of,

čega to postajem deo

and I was incredibly lucky.

i imao sam neverovatnu sreću.

Soon, it had occurred to me what my job was.

Uskoro sam shvatio šta je moj posao.

My job was to ask this question:

Moj posao je bio da postavim pitanje:

"What do the stories look like?"

"Kako priče izgledaju?"

Because that is what Knopf is.

Jer to je Knopf,

It is the story factory, one of the very best in the world.

fabrika priča, jedna od najboljih na svetu.

We bring stories to the public.

Mi donosimo priče javnosti.

The stories can be anything,

Te priče mogu biti o bilo čemu,

and some of them are actually true.

a neke su stvarno istinite.

But they all have one thing in common:

Ali svima je zajedničko jedno:

They all need to look like something.

treba na nešto da liče.

They all need a face.

Svima treba lice.

Why? To give you a first impression

Zašto? Da bi vam dale prvi utisak

of what you are about to get into.

o onome u šta se upuštate.

A book designer gives form to content,

Ilustrator daje formu sadržaju,

but also

ali takođe

manages a very careful balance between the two.

održava pažljivu ravnotežu između ovo dvoje.

Now, the first day

Prvog dana moje obuke

of my graphic design training at Penn State University,

za grafičkog dizajnera na Državnom Univerzitetu Pen,

the teacher, Lanny Sommese, came into the room

profesor, Leni Somis, je ušao u prostoriju

and he drew a picture of an apple on the blackboard,

i nacrtao jabuku na tabli

and wrote the word "Apple" underneath,

i ispod napisao "jabuka"

and he said, "OK. Lesson one. Listen up."

i rekao:"U redu, lekcija broj jedan. Slušajte."

And he covered up the picture and he said,

Pokrio je sliku i rekao:

"You either say this," and then he covered up the word,

"Ili kažete ovo," i onda je pokrio reč,

"or you show this.

"ili pokažete ovo.

But you don't do this."

Ali ovo ne činite".

Because this is treating your audience like a moron.

Jer se tako odnosite prema vašoj publici kao da su moroni.

(Laughter)

(Smeh)

And they deserve better.

A oni zaslužuju bolje.

And lo and behold, soon enough,

I gle, ubrzo potom

I was able to put this theory to the test

sam uspeo da testiram ovu teoriju

on two books that I was working on for Knopf.

sa dve knjige na kojima sam radio za Knopf.

The first was Katharine Hepburn's memoirs,

Prvi su bili memoari Ketrin Hepbern,

and the second was a biography of Marlene Dietrich.

a druga je bila biografija Marlene Ditrih.

Now the Hepburn book

Knjiga Hepbernove

was written in a very conversational style,

je napisana vrlo razgovornim stilom,

it was like she was sitting across a table telling it all to you.

kao da je sedela za stolom i sve vam pričala.

The Dietrich book was an observation

Knjiga Ditrihove je bila posmatranje

by her daughter; it was a biography.

njene ćerke; biografija.

So the Hepburn story is words

Tako da je priča Hepbernove u vidu reči,

and the Dietrich story is pictures, and so we did this.

a priča Ditrihove su slike, pa smo uradili sledeće.

So there you are.

Eto vidite.

Pure content and pure form, side by side.

Čist sadržaj i čista forma, jedna pored druge.

No fighting, ladies.

Bez svađe, dame.

("What's a Jurassic Park?")

Now, what is the story here?

("Šta je Park iz doba Jure")

O čemu se ovde radi?

Someone

Neko

is re-engineering dinosaurs

iznova pravi dinosauruse

by extracting their DNA

tako što uzima njihov DNK

from prehistoric amber.

iz praistorijskog ćilibara.

Genius!

Genijalno!

(Smeh)

(Laughter)

Now, luckily for me,

Srećom po mene

I live and work in New York City,

živim i radim u Njujorku,

where there are plenty of dinosaurs.

gde ima puno dinosaurusa.

(Laughter)

(Smeh)

So,

Tako da sam

I went to the Museum of Natural History,

otišao u Prirodnjački muzej

and I checked out the bones, and I went to the gift shop,

i pogledao kosti, a onda sam otišao u prodavnicu

and I bought a book.

i kupio knjigu.

And I was particularly taken with this page of the book,

I posebno me je oduševila ova strana knjige,

and more specifically the lower right-hand corner.

da budem precizan, donji desni ugao.

Now I took this diagram,

Uzeo sam ovaj crtež

and I put it in a Photostat machine,

i stavio ga u fotokopir mašinu

(Laughter)

(Smeh)

and I took a piece of tracing paper,

i uzeo sam jedan paus papir

and I taped it over the Photostat

i zalepio ga preko kopije

with a piece of Scotch tape -- stop me if I'm going too fast --

selotejpom - zaustavite me ako idem suviše brzo -

(Laughter) --

(Smeh)

and then I took a Rapidograph pen --

onda sam uzeo rapidograf -

explain it to the youngsters --

objasnite to mlađima -

(Laughter)

(Smeh)

and I just started to reconstitute the dinosaur.

i počeo da rekonstruišem dinosaurusa.

I had no idea what I was doing,

Nisam imao pojma šta radim,

I had no idea where I was going,

Nisam imao pojma gde to vodi,

but at some point, I stopped --

ali sam se u nekom trenutku zaustavio -

when to keep going would seem like I was going too far.

kad je izgledalo da bih mogao da odem predaleko.

And what I ended up with was a graphic representation

I ono što sam dobio je bio grafički prikaz

of us seeing this animal coming into being.

onoga kako mi vidimo nastanak ove životinje.

We're in the middle of the process.

Usred smo procesa.

And then I just threw some typography on it.

i onda sam ubacio neku tipografiju.

Very basic stuff,

Osnovna stvar,

slightly suggestive of public park signage.

koja malo podseća na oznake u parku.

(Laughter)

(Smeh)

Everybody in house loved it,

Svima u firmi se dopalo

and so off it goes to the author.

i otišlo je kod pisca.

And even back then,

Čak i tada,

Michael was on the cutting edge.

Majkl je bio ispred svog vremena.

("Michael Crichton responds by fax:")

("Majkl Krajton odgovara faksom:")

("Wow! Fucking Fantastic Jacket")

("Vau! Jebeno fantastičan omot")

(Laughter) (Applause)

(Smeh) (Aplauz)

That was a relief to see that pour out of the machine.

Bilo je olakšanje videti ovo da izlazi iz mašine.

(Laughter)

(Smeh)

I miss Michael.

Nedostaje mi Majkl.

And sure enough, somebody from MCA Universal

I nedugo potom, neko iz MCA Univerzala

calls our legal department to see if they can

je nazvao našu pravnu službu da vidi ako mogu

maybe look into buying the rights to the image,

možda da otkupe prava na sliku,

just in case they might want to use it.

za slučaj da žele da je koriste.

Well, they used it.

Pa, koristili su je.

(Laughter) (Applause)

(Smeh) (Aplauz)

And I was thrilled.

I bio sam oduševljen.

We all know it was an amazing movie,

Svi znamo da je to bio zadivljujući fim

and it was so interesting to see it

i bilo je zanimljivo videti

go out into the culture and become this phenomenon

kako ta slika postaje kulturni fenomen

and to see all the different permutations of it.

i videti njene razne permutacije.

But not too long ago,

Ali, ne tako davno,

I came upon this on the Web.

naišao sam na ovo na Internetu.

No, that is not me.

Ne, to nisam ja.

But whoever it is,

Ali ko god da je,

I can't help but thinking they woke up one day like,

ne mogu da ne pomislim da se probudio jednog dana pomislivši:

"Oh my God, that wasn't there last night. Ooooohh!

"O Bože, to nije bilo tu prošle noći. Au!

I was so wasted."

Al' sam se napio."

(Laughter)

(Smeh)

But if you think about it, from my head

Ali ako razmislite o tome - iz moje glave,

to my hands to his leg.

u moje ruke, do njegove noge.

(Laughter)

(Smeh)

That's a responsibility.

To je odgovornost.

And it's a responsibility that I don't take lightly.

I to je odgovornost koju ne prihvatam olako.

The book designer's responsibility is threefold:

Odgovornost ilustratora je trojaka:

to the reader, to the publisher and, most of all, to the author.

prema čitaocu, prema izdavaču i najviše, prema piscu.

I want you to look at the author's book

Hoću da pogledate piščevu knjigu

and say, "Wow! I need to read that."

i kažete, "U! Moram to da pročitam."

David Sedaris is one of my favorite writers,

Dejvid Sedaris je jedan od mojih omiljenih pisaca

and the title essay

i naslovni esej

in this collection is about his trip to a nudist colony.

u ovoj kolekciji je o njegovom putu u nudističku koloniju.

And the reason he went is because

Razlog što je išao tamo je

he had a fear of his body image,

zato što se bojao svog izgleda

and he wanted to explore what was underlying that.

i hteo je da istraži šta je koren tog straha.

For me, it was simply an excuse to design a book

Za mene je to samo bio izgovor da dizajniram knjigu

that you could literally take the pants off of.

sa koje ste mogli bukvalno da skinete gaće.

But when you do,

A kad to učinite,

you don't get what you expect.

ne dobijete ono što ste očekivali.

You get something that goes much deeper than that.

Imate nešto što ide dublje.

And David especially loved this design

Dejvidu se posebno svideo dizajn

because at book signings, which he does a lot of,

jer na potpisivanju knjiga, kojih on ima dosta,

he could take a magic marker and do this.

može da uzme magični marker i uradi ovo.

(Laughter)

(Smeh)

Hello!

Zdravo!

(Laughter)

(Smeh)

Augusten Burroughs wrote a memoir

Ogastin Barouz je napisao memoare

called ["Dry"], and it's about his time in rehab.

nazvane "Suv", o tome kako mu je bilo na odvikavanju.

In his 20s, he was a hotshot ad executive,

U svojim dvadesetim, bio je uspešni direktor reklamne agencije

and as Mad Men has told us, a raging alcoholic.

i, kao što je rečeno u Ljudima sa Menhetna, težak alkoholičar.

He did not think so, however,

On to nije mislio, ali,

but his coworkers did an intervention and they said,

njegove kolege su se umešale i rekle mu,

"You are going to rehab, or you will be fired and you will die."

"Ima da odeš na odvikavanje ili ćemo te otpustiti i umrećeš".

Now to me, this was always going to be a typographic solution,

Po meni, ovo je trebalo rešiti tipografski,

what I would call the opposite of Type 101.

onim što bih nazvao "suprotno tipu 101".

What does that mean?

Šta to znači?

Usually on the first day of Introduction to Typography,

Obično, na prvom danu Uvoda u tipografiju

you get the assignment of, select a word

dobijete zadatak da odaberete reč

and make it look like what it says it is. So that's Type 101, right?

i napišete je da izgleda kao ono što znači. Dakle, ovo je tip 101.

Very simple stuff.

Vrlo jednostavno.

This is going to be the opposite of that.

A ovo će biti suprotno od toga.

I want this book to look like it's lying to you,

Želim da ova knjiga izgleda kao da vas laže,

desperately and hopelessly, the way an alcoholic would.

očajnički i beznadežno, onako kako bi to radio alkoholičar.

The answer was the most low-tech thing you can imagine.

Odgovor na ovo je bio najniža tehnologija koju možete da zamislite.

I set up the type, I printed it out on an Epson printer

Odredio sam tip slova, odštampao to na Epsonovom štampaču

with water-soluble ink, taped it to the wall

mastilom koje je rastvorljivo u vodi, zalepio na zid

and threw a bucket of water at it. Presto!

i na to bacio kofu vode. Presto!

Then when we went to press,

Kada je otišlo u štampu,

the printer put a spot gloss on the ink

štampač je postavio glazuru na mastilo

and it really looked like it was running.

i stvarno je izgledalo kao da teče.

Not long after it came out, Augusten was waylaid in an airport

Nedugo potom, Ogastin je napravio zasedu na aerodromu

and he was hiding out in the bookstore

Sakrio se u knjižari

spying on who was buying his books.

i špijunirao ko kupuje njegove knjige.

And this woman came up to it,

Jedna žena je prišla do knjige

and she squinted, and she took it to the register,

i namrgodila se i odnela knjigu do kase

and she said to the man behind the counter, "This one's ruined."

i rekla prodavcu: "Ova je uništena".

(Laughter)

(Smeh)

And the guy behind the counter said, "I know, lady. They all came in that way."

Tip iza pulta je odgovorio: "Znam gospođo, sve su donesene takve".

(Laughter)

(Smeh)

Now, that's a good printing job.

E, to je dobro odrađeno štampanje.

A book cover

Omot knjige

is a distillation.

je destilacija.

It is a haiku,

To je haiku,

if you will, of the story.

ako hoćete, priče.

This particular story

Ova priča

by Osama Tezuka

Osame Tezuke je

is his epic life of the Buddha,

o epskom životu Bude,

and it's eight volumes in all. But the best thing is

u osam tomova ukupno. Ali, najbolje je to što

when it's on your shelf, you get a shelf life

kada su sve na polici, imate Budin život

of the Buddha, moving from one age to the next.

na polici, koji ide od jednog doba ka drugom.

All of these solutions

Sva ova rešenja za omot

derive their origins from the text of the book,

vode poreklo iz teksta knjige,

but once the book designer has read the text,

ali kada ilustrator pročita tekst,

then he has to be an interpreter

onda je on tumač

and a translator.

i prevodilac.

This story was a real puzzle.

Ova priča je bila prava zagonetka.

This is what it's about.

Evo o čemu je.

("Intrigue and murder among 16th century Ottoman court painters.")

("Intriga i ubistvo među dvorskim slikarima otomanskog carstva u 16. veku")

(Laughter)

(Smeh)

All right, so I got a collection of the paintings together

Imao sam kolekciju slika

and I looked at them and I deconstructed them

i posmatrao sam ih i dekonstrusiao

and I put them back together.

i ponovo ih sastavio.

And so, here's the design, right?

I evo dizajna.

And so here's the front and the spine, and it's flat.

I evo prednje korice i hrbata, kad su ispravljene.

But the real story starts when you wrap it around a book and put it on the shelf.

Ali prava priča počinje kada umotate knjigu i stavite je na policu.

Ahh! We come upon them,

Ahh! Nabasali smo na njih -

the clandestine lovers. Let's draw them out.

tajne ljubavnike. Hajde da ih izvučemo.

Huhh! They've been discovered by the sultan.

Ahh! Sultan ih je otkrio.

He will not be pleased.

To mu se neće dopasti.

Huhh! And now the sultan is in danger.

Oho! Sada je sultan u opasnosti.

And now, we have to open it up

I sada, moramo da je otvorimo

to find out what's going to happen next.

da vidimo šta će se sledeće dogoditi.

Try experiencing that on a Kindle.

Probajte to da doživite sa Kindlom.

(Laughter)

(Smeh)

Don't get me started.

Bolje da ne počinjem.

Seriously.

Much is to be gained by eBooks:

Ozbiljno.

Mnogo toga se dobija sa elektronskim čitačima knjiga:

ease, convenience, portability.

lakoća, udobnost, prenosivost.

But something is definitely lost: tradition,

Ali nešto se sigurno gubi: tradicija,

a sensual experience, the comfort of thingy-ness --

senzualno iskustvo, uživanje u opipljivom -

a little bit of humanity.

i malo ljudskosti.

Do you know what John Updike used to do

Znate šta je radio Džon Apdajk

the first thing when he would get a copy

kad dobije prvi primerak

of one of his new books from Alfred A. Knopf?

neke od njegovih novih knjiga iz Alfreda A. Knopfa?

He'd smell it.

On bi ih omirisao.

Then he'd run his hand over the rag paper,

Onda bi prešao rukom preko grubog papira

and the pungent ink and the deckled edges of the pages.

i oporog mastila i grubih ivica.

All those years, all those books, he never got tired of it.

Sve te godine, sve te knjige i nikad se nije od toga umorio.

Now, I am all for the iPad,

Sada, ja jesam za Ajped,

but trust me -- smelling it will get you nowhere.

ali verujte, nemate ništa od toga ako ga pomirišete.

(Laughter)

(Smeh)

Now the Apple guys are texting,

Sad ljudi iz "Epla" šalju poruke:

"Develop odor emission plug-in."

"Napravite aplikaciju za ispuštanje mirisa."

(Laughter)

(Smeh)

And the last story I'm going to talk about is quite a story.

I poslednja priča koju ću ispričati je baš dobra.

A woman

Žena po imenu

named Aomame in 1984 Japan finds herself

Aomame u Japanu 1984.

negotiating down a spiral staircase

spuštala se niz vijugavo stepenište

off an elevated highway. When she gets to the bottom,

uzdignutog autoputa. Kad je stigla do dna,

she can't help but feel that, all of a sudden,

nije mogla da se odupre osećanju da je odjednom

she's entered a new reality

kročila u novu stvarnost

that's just slightly different from the one that she left,

koja je malo drugačija od one koju je upravo napustila.

but very similar, but different.

Vrlo slična, ali drugačija.

And so, we're talking about parallel planes of existence,

Tako da, imamo paralelne ravni postojanja,

sort of like a book jacket and the book that it covers.

nešto kao omot i knjiga koju obavija.

So how do we show this?

I kako ovo radimo?

We go back to Hepburn and Dietrich, but now we merge them.

Vraćamo se nazad na Hepbernovu i Ditrihovu, ali sada ih spajamo.

So we're talking about different planes, different pieces of paper.

Imamo različite ravni, različite papire.

So this is on a semi-transparent piece of velum.

Ovde imamo poluprovidni gornji sloj.

It's one part of the form and content.

To je jedan deo oblika i sadržaja.

When it's on top of the paper board,

A kad je preko donjeg sloja,

which is the opposite, it forms this.

što je suprotno, dobija se ovo.

So even if you don't know anything about this book,

I da ne znate ništa o ovoj knjizi,

you are forced to consider a single person

prisiljeni ste da vidite jednu osobu

straddling two planes of existence.

u dve ravni postojanja.

And the object itself invited exploration

I sam predmet poziva na istraživanje

interaction, consideration

uzajamno dejstvo, razmatranje

and touch.

i dodir.

This debuted at number two

Ova knjiga je debitovala na drugom mestu

on the New York Times Best Seller list.

liste bestselera Njujork Tajmsa.

This is unheard of,

To je presedan

both for us the publisher, and the author.

i za nas izdavače i za pisca.

We're talking a 900-page book

Radi se o knjizi od 900 strana

that is as weird as it is compelling,

koja je jednako čudna i neodoljiva,

and featuring a climactic scene

sa klimaksom

in which a horde of tiny people

u kome horda malih ljudi

emerge from the mouth of a sleeping girl

izlazi iz usta devojke koja spava

and cause a German Shepherd to explode.

i uzrokuje da nemački ovčar eksplodira.

(Laughter)

(Smeh)

Not exactly Jackie Collins.

Nije baš Džeki Kolins.

Fourteen weeks on the Best Seller list,

Bila je 14 nedelje na listi bestselera,

eight printings, and still going strong.

imala je osam izdanja, i dalje se dobro prodaje.

So even though we love publishing as an art,

Iako volimo izdavaštvo kao umetnost,

we very much know it's a business too,

takođe vrlo dobro znamo da je to posao

and that if we do our jobs right and get a little lucky,

i da, ako dobro radimo svoj posao i ako imamo sreće,

that great art can be great business.

ta sjajna umetnost može da bude dobar biznis.

So that's my story. To be continued.

Eto to je moja priča. Nastaviće se.

What does it look like?

Kako vam ovo izgleda?

Yes. It can, it does and it will,

Da. Može, jeste i biće,

but for this book designer,

ali za ovog ilustratora knjiga,

page-turner,

okretača stranica,

dog-eared place-holder,

što pravi "uši" da bi obeležio strane,

notes in the margins-taker,

onog koji piše beleške na marginama,

ink-sniffer,

njuši mastilo,

the story looks like this.

priča izgleda ovako.

Thank you.

Hvala.

(Applause)

(Aplauz)