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

Prevodilac: Kristina Radosavljević Lektor: Ivana Krivokuća

Thirteen point eight billion years ago,

Pre 13,8 milijardi godina,

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

Velikim praskom stvoren je svemir u obliku kakvom ga poznajemo,

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

i sve što znamo, i sve što jesmo, i sve od čega je napravljen je stvoreno.

Fifty thousand years ago,

Pre pedeset hiljada godina,

our brains underwent a major genetic mutation,

naši mozgovi su pretrpeli veliku genetsku izmenu,

which resulted in the biological reorganization of the brain.

što je rezultiralo biološkom reorganizacijom mozga.

Some scientists call this "The Big Brain Bang."

Neki naučnici to nazivaju „Veliki prasak mozga”.

Others call it "The Great Leap Forward,"

Drugi ga zovu „Veliki skok unapred”,

which I prefer.

kako ja više volim.

It's so much more poetic.

Mnogo je poetičnije.

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

Tada je Homo sapiens počeo da se razvija u modernu vrstu kakva smo danas.

The Great Leap Forward activated most of our modern abilities:

Veliki skok unapred je aktivirao većinu naših sadašnjih sposobnosti:

abstract thought, planning,

sposobnost apstraktnog razmišljanja, planiranja,

cooking, competitive labor,

kuvanja, udruženog delovanja,

language, art, music

jezika, umetnosti, muzike

and self-decoration.

i samoukrašavanja.

After the Great Leap Forward,

Nakon Velikog skoka unapred,

there was an explosion of stone toolmaking,

pojavilo se more alata napravljenog od kamena,

more sophisticated weaponry

mnogo složenijeg oružja,

and, 32,000 years ago,

i, pre 32 000 godina,

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

stvaranje prvog prefinjenog crteža na zidovima pećine Lasko.

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

Nije slučajnost što smo sa beleženja naše realnosti

on the cave walls of Lascaux

po zidovima pećine Lasko

to the walls of Facebook.

prešli na zidove Fejsbuka.

And, in a very meta experience,

Kao vrlo čudno iskustvo,

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

danas možete rezervisati posetu zidovima Laska

on the walls of Facebook.

na zidu Fejsbuka.

Approximately 10,000 years ago,

Pre oko 10 000 godina,

men and women began to array themselves with makeup.

muškarci i žene su počeli masovno da se šminkaju.

They started to self-decorate.

Počeli su da se sređuju.

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

Ovo nije bilo u svrhu zavođenja, nego zbog verskih predubeđenja.

We wanted to be more beautiful, purer, cleaner

Želeli smo da budemo lepši, neviniji, čistiji

in the eyes of something or someone

u očima nečega ili nekoga

that we believed had more power than we did.

za šta smo verovali da je imalo veću moć od nas.

There is no culture

Ne postoji kultura

in recorded human history

u zabeleženoj ljudskoj istoriji

that has not practiced some form of organized worship,

koja nije upražnjavala neki oblik organizovanog obožavanja,

which we now call "religion."

koje danas nazivamo „religija”.

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

Pre šest hiljada godina, sa ciljem da ujedine ljude,

our ancestors began to design telegraphic symbols to represent beliefs

naši preci su počeli da stvaraju simbole kako bi predstavili uverenja

and to identify affiliations.

i identifikovali pripadnost.

These symbols connected like-minded people,

Ovi simboli su povezivali istomišljenike,

and they are all extraordinary.

i svi su izuzetni.

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

Ova pripadnost nam je dozvoljavala da se osećamo sigurnije u grupi

and the sharing created consensus around what the symbols represented.

i omogućavala zajednički stvoren dogovor oko toga šta simboli predstavljaju.

With these marks, you knew where you fit in,

Sa ovim znakovima, znali ste gde se uklapate,

both for the people that were in the in crowd

kako oni koji su bili u grupi,

and those, as importantly, that were excluded.

tako i oni koji su bili isključeni.

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

Ovi simboli su, po mom mišljenju, stvoreni po principu sa dna pa naviše:

they were made by people for people

stvorili su ih ljudi za ljude,

and then shared for free among people

a zatim deljeni besplatno među ljudima

to honor the higher power that they ascribed to.

kako bi odali počast višoj sili koju poštuju.

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

Ironija je u tome što viša sila nije imala nikakve veze sa tim.

These early affiliations,

Ovi rani radovi

they often shared identical characteristics,

su često imali zajedničke karakteristike,

which is rather baffling

što je neshvatljivo,

given how scattered we were all over the planet.

s obzirom na to da smo raštrkani po celoj planeti.

We constructed similar rituals, practices and behaviors

Razvili smo slične rituale, praksu i ponašanje,

no matter where we were anywhere on the globe.

bez obzira gde se nalazimo na planeti.

We constructed rituals to create symbolic logos.

Stvorili smo rituale za stvaranje simboličnih logoa.

We built environments for worship.

Stvorili smo okruženja za obožavanja.

We developed strict rules on how to engage with each other

Razvili smo stroga pravila vezana za međuljudske odnose,

with food, with hair,

hranu, kosu,

with birth, with death,

rađanje, smrt,

with marriage and procreation.

venčanje i razmnožavanje.

Some of the symbols have eerie commonalities.

Neki od ovih simbola imaju neverovatne sličnosti.

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

Božija ruka se pojavljuje iznova i iznova.

It shows up as the hamsa hand in Mesopotamia.

Ona se prikazuje kao ruka hamsa u Mesopotamiji.

It shows us as the hand of Fatima in Islam.

Prikazuje se kao Fatimina ruka u islamu.

It shows up as the hand of Miriam in Judaism.

Prikazuje se kao Mirjamina ruka u judaizmu.

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

Kada se ne bismo složili sa drugima po pitanju naših verovanja

in regards to others,

i pravila ponašanja,

if we felt that somebody else's were incorrect,

kada bismo smatrali da su nečija neispravna,

we began to fight,

mi bismo započinjali borbu,

and many of our first wars were religious.

i mnogi od naših prvih ratova su bili verski ratovi.

Our flags were used on the battlefield

Zastave su bile korišćene na bojnom polju

to signify which side of the battlefield we belonged to,

da bi označile kojoj strani pripadamo,

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

jer to je bio jedini način da se razluči ko je prijatelj, a ko neprijatelj.

We all looked alike.

Izgledali smo isto.

And now our flags are on mass-manufactured uniforms

I sada su naše zastave na uniformama

that we are making.

koje masovno proizvodimo.

Logos on products to identify a maker came next,

Sledeći su bili logoi na proizvodima koji su označavali proizvođača,

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

i brendovima je pravni značaj dat 1. januara 1876. godine,

with the advent of the Trademarks Registration Act.

pojavom Akta o registraciji žiga.

The first trademarked brand was Bass Ale,

Prvi brend sa žigom bio je Bas ejl,

and I kind of wonder what that says about our humanity

pa se negde pitam šta to govori o ljudskoj vrsti

that first trademarked brand was an alcoholic beverage.

kada je prvi brend sa žigom bio za alkoholno piće.

Now, here is what I consider to be

Evo šta ja smatram

the first case of branded product placement.

prvim oglašavanjem brendiranog proizvoda.

There are bottles of Bass Ale behind me

Iza mene se nalaze flaše Bas ejla,

with the logo accurately presented here

sa logoom koji je pravilno prikazan ovde,

in this very famous painting in 1882 by Édouard Manet.

baš na ovoj čuvenoj slici Eduara Manea iz 1882. godine.

One of the most widely recognized logos in the world today

Jedan od svetski najpoznatijih logoa današnjice

is the Nike swoosh,

je znak za Najki,

which was introduced in 1971.

koji je predstavljen 1971. godine.

Carolyn Davidson, a graphic design student,

Karolin Dejvidson, student grafičkog dizajna,

originally created the logo for 35 dollars.

napravila je ovaj logo za 35 dolara.

Upon seeing it, Nike CEO Phil Knight stated,

Kada ga je video, direktor kompanije Najki Fil Najt je prokomentarisao:

"I don't love it

„Nisam oduševljen,

but maybe it will grow on me."

ali možda mi s vremenom priraste srcu.”

Maybe it will grow on me.

Možda mi s vremenom priraste srcu.

But why is the swoosh so popular?

Zašto je ovaj znak toliko popularan?

Why is the swoosh so popular?

Zašto je „štrikla” tako popularna?

Is it the mark?

Da li je zbog znaka?

Or is the marketing?

Ili je zbog marketinga?

And what can we make of the fact

Šta možemo zaključiti na osnovu činjenice

that the Nike swoosh seems to be

da Najkijev logo izgleda

the Newport logo upside down

kao logo Njuporta naopačke,

or the Capital One logo on its side?

ili kao logo banke Capital One postavljen po strani?

That is not the only logo with a shared identity.

To nije jedini slučaj logoa koji ima više identiteta.

This next logo is a logo that has a shared identity

Sledeći logo je logo koji ima više identiteta

with wholly different meanings.

sa potpuno drugačijim značenjem.

As a Jewish person,

Kao Jevrejka,

I believe that this logo,

verujem da je ovaj logo,

this swastika,

svastika,

is the most heinous logo of all time.

najgnusniji logo svih vremena.

But it actually has a rather surprising trajectory.

Ali u stvari, on ima prilično iznenađujuću istoriju.

The word "swastika" originally comes from

Reč „svastika” potiče

the ancient Sanskrit word "svastika,"

od drevne sanskritske reči „svastika”,

which actually means "good fortune,"

koja znači „dobra sreća”,

"luck" and "well-being."

„sreća” i „blagostanje”.

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

Početkom XX veka, pre pojave Hitlera,

it was used by Coca-Cola

koristila ju je Koka-kola

on a good luck bottle opener.

na srećnom otvaraču.

The American Biscuit Company prominently registered the mark

Američka kompanija keksa je registrovala ovaj znak

and put it on boxes of cookies.

i postavila ga na kutije keksa.

The US Playing Card Company registered the mark in 1921

Američka kompanija karata za igru registrovala je ovaj žig 1921. godine

for Fortune Playing Cards.

za Srećne karte za igru.

The Boy Scouts used the mark on shoes in 1910,

Izviđači su upotrebili isti žig za cipele 1910. godine,

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

a simbol se takođe našao i na cigarama, poklopcima kutija, znakovima pored puta,

and even poker chips.

pa čak i na žetonima za poker.

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

Čak su i đainisti koristili ovaj logo zajedno sa božijom rukom

many millennia ago.

milenijumima ranije.

These marks were identical,

Ovi žigovi su bili jednaki,

but with use as a Nazi symbol,

ali kada su nacisti počeli da ga koriste,

the impact became very, very different.

uticaj je postao veoma različit.

The hand of God,

Božija ruka,

the Nike swoosh

„štrikla” kompanije Najki

and the swastika:

i svastika:

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

svi pokazuju kako smo proizvodili značenje kroz jezik znakova

over millennia.

kroz milenijume.

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

Takav oblik ponašanja je skoro star koliko i mi.

Today, in the United States,

Danas, u Sjedinjenim Državama,

there are over 116,000 malls,

postoji preko 116 000 tržnih centara,

and they all look pretty much the same.

i svi oni izgledaju skoro isto.

There are more than 40,000 supermarkets,

Postoji preko 40 000 samoposluga,

and they each have over 40,000 items.

i svaka od njih ima preko 40 000 artikala.

If you went shopping for bottled water,

Kada biste krenuli da kupite flaširanu vodu,

you'd have over 80 options to choose from.

imali biste izbor od preko 80 opcija.

Since their launch in 1912,

Od kad su počeli sa proizvodnjom 1912. godine,

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

možete birati preko 100 ukusa i varijanti keksa Oreo.

Now, is this a good thing

Da li je to dobra stvar

or is it a bad thing?

ili je to loše?

Is a plethora of choice necessary in a free market?

Da li je obilje izbora baš neophodno na slobodnom tržištu?

I believe it is both a good and bad thing,

Ja smatram da je to i dobro i loše,

as humans are both good and bad,

kao što su i ljudi i dobri i loši,

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

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

However, I think that the question

Kako god, smatram da je pitanje

of whether this behavior is good or bad is actually secondary

da li je ovakvo ponašanje dobro ili loše manje važno

to understanding why --

od razumevanja zbog čega -

why we behave this way in the first place.

zašto se u osnovi ovako ponašamo.

Here's the thing:

Evo o čemu se radi:

every one of our mass-marketed products

svaki pojedinačni proizvod naše masovne proizvodnje

are what I consider to be top-down brands.

je ono što ja smatram brendovima „odozgo nadole“.

They're still created by people,

Njih su stvorili ljudi,

but they are owned, operated, manufactured, advertised,

ali ih poseduju, rukovode njima, proizvode, reklamiraju,

designed, promoted and distributed by the corporation

dizajniraju, promovišu i distribuiraju kompanije,

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

izbacuju ih i prodaju kupcima radi finansijske dobiti.

These corporations have a responsibility to a P and L

Ove kompanije imaju odgovornost prema profitu i gubitku,

with an expectation of an ROI

očekivanja zarade na investirano,

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

i imaju nazive poput P&G, AT&T i J&J.

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

I tako je uglavnom bilo u poslednjih par stotina godina:

a top-down model controlled by the corporation.

model od vrha ka dnu, kontrolisan od strane korporacije.

Until 2011.

Sve do 2011. godine.

That's when we began to see evidence

Tada počinju da se vide dokazi

of real, significant, far-reaching change.

stvarne, značajne, dalekosežne promene.

The Arab Spring and Occupy Wall Street

Arapsko proleće i Okupirajte Vol strit

proved how the internet could amplify messages

su dokazali kako internet može naglasiti poruke

and connect like-minded people

i povezati istomišljenike

with powerful beliefs to inspire change.

snažnim uverenjima koja inspirišu promene.

We witnessed a cultural shift via social media

Svedočili smo kulturološkoj promeni putem društvenih mreža

with hashtags like #MeToo and #BlackLivesMatter.

sa haštagovima kao što su #MeToo i #BlackLivesMatter.

In its wake, the discipline of branding

U tom buđenju, brendiranje kao disciplina

has transformed more in the last 10 years

se promenilo više u poslednjih 10 godina

than it has in the last 10,000,

nego u poslednjih 10 000,

and for the first time in modern history,

i prvi put u modernoj istoriji,

the most popular, influential brands

najpopularniji i najuticajniji brendovi

are not brands being pushed down by the corporation.

nisu oni koje su nametnule korporacije.

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

To su brendovi koje su izgradili ljudi za druge ljude,

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

samo da bi promenili svet i napravili ga boljim mestom za život.

Our greatest innovations aren't brands providing a different form

Naši najveći inovatori nisu brendovi koji pružaju drugačiji oblik

or a different flavor of our favorite snack.

ili drugačiji ukus naše omiljene grickalice.

Our greatest innovations are the creation of brands

Naše najveće inovacije su stvaranje brendova

that can make a difference in our lives

koji mogu promeniti naše živote

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

i koji oslikavaju vrstu sveta u kome želimo da živimo.

In November of 2016,

U novembru 2016. godine,

Krista Suh, Jayna Zweiman and Kat Coyle

Krista Sa, Džejna Zvajman i Ket Kojl

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

napravile su šešir koji će se nositi na Maršu za žene u Vašingtonu.

(Applause)

(Aplauz)

This was the day after the presidential inauguration.

To je bilo dan nakon inauguracije predsednika.

Two months later, on January 21, 2017,

Dva meseca kasnije, na dan 21. januara 2017. godine,

millions of people all over the world wore handmade pink pussyhats

milioni ljudi širom sveta nosili su ručno izrađene ružičaste šešire

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

u znak podrške Maršu žena širom sveta.

The hat was not created for any financial benefit.

Šešir nije osmišljen radi sticanja dobiti.

Like our religious symbols created thousands of years ago,

Kao i naši religijski simboli, stvoreni hiljadama godina ranije,

the hat was created by the people, for the people

taj šešir su stvorili ljudi za druge ljude,

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

da bi ostvario ono što ja smatram najvećom dobiti brendiranja:

to unite people in the communication

ujedinjenje ljudi radi razgovora

of shared ideals.

o zajedničkim idealima.

The pink pussyhat became a mark for a movement.

Ružičasti šešir je postao obeležje pokreta.

In a very short time, two months,

Za kratko vreme, dva meseca,

it became universally recognizable.

postao je prepoznatljiv širom sveta.

It connected an audience in an unprecedented way.

Povezao je publiku na neočekivan način.

It is a brand,

To je brend,

but it is more than that.

ali i mnogo više od toga.

Today, the pink pussyhat is proof positive

Danas je ružičasti šešir potvrdio

that branding is not just a tool of capitalism.

da brendiranje nije samo oruđe kapitalizma.

Branding is the profound manifestation of the human spirit.

Brendiranje je duboko ispoljavanje ljudskog duha.

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

Uslovi brendiranja su uvek oslikavali uslove naše kulture.

It is our responsibility

Naša je obaveza

to continue to leverage the democratic power branding provides,

da nastavimo da podstičemo demokratsku moć koju brendiranje pruža,

and it is our responsibility

i naša je obaveza

to design a culture that reflects

da kreiramo kulturu koja oslikava

and honors

i poštuje

the kind of world we want to live in.

svet u kakvom bismo želeli da živimo.

Thank you.

Hvala vam.

(Applause)

(Aplauz)