Английский для дизайнеров (English for Designers). Учебное пособие

KEYS

development. Designers use the Maslow’s pyramid in their work. They must understand that a person doesn’t live by bread alone and they should satisfy not just three lower stages but upper stages too. Design of a product is a design for a person who is moving up thepyramid to self-actualization. The lower three stages in design are functionality, reliability, and usability. However, nowadays people need more than that. And designers should create pleasurable products.

10.Translate from English into Russian.

Бруно Мунари. Леонардо XX века

Итальянский художник, дизайнер и изобретатель, которого Пабло Пикассо называл «Леонардо нашего времени», Бруно Мунари (1907–1998) известен своим вкладом в искусство, промышленный дизайн, кинематограф, архитектуру, теорию искусства и технологии, включая первую модель портативного слайд-проектора. Он черпал вдохновение из различных источников, и особенно из путешествий. Его восхищала Восточная культура, в частности японская, а также философия Дзен, и он любил повторять, что его имя по-японски значило «создавать что-то из ничего».

Принципы и взгляды Мурани были сформированы благодаря его участию в Футуристическом движении, к которому он присоединился в девятнадцатилетнем воз- растеподпсевдонимом«Бам».В30-егодыМунаритяготелкКонструктивизму,изобретая динамическиескульптуры,известныекак«Бесполезные машины»,которыетрансформировали и усложняли окружающую среду. Он был первым в Европе, кто начал развивать кинетическое искусство, основной мировой тренд в 50-х и 60-х. После Второй Мировой ВойныМунаризанималсяноваторствомвграфике,типографииикнигоиздательстве,создавая произведения, которые сам называл«Бесполезные книжки». Книга Бруно Мунари «Дизайн какискусство»являетсяодной изсамыхвдохновляющихкниг, которую следует прочитать каждому художнику или дизайнеру.

11. Match the terms to their definitions from the Oxford Dictionary.

3.– b.

2.Fill in the gaps with the English equivalents.

The outstanding Russian-born painterWassily Kandinsky was the leader in avant-garde art and one of the founders of pure abstraction in painting in the early 20th century. He wrote, “I remember that my drawing always stood of the reality I lived in”. However, he had to

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stand on his family’s wishes to go into law entering the Moscow State University. But two events effected his change of career: seeing an exhibition of French Impressionists in Moscow, especiallyClaudeMonet’s“Haystacks at Giverny”,whichstood out amongallthepaintingshe sawbefore;andthenhearingWagner’s“Lohengrin” attheBolshoiTheatre.Kandinskystopped his law career and moved to Munich to devote himself full-time to thestudy of art and creation of the NewArtistsAssociation which stood for moving forward pure abstractionism in art.

3.Match the English verbs to their Russian equivalents.

4.Which of the statements are true? Correct the false ones.

5.Translate from Russian into English.

Tatlin Tower. «Made of steel, glass and revolution»

In 1915 the Russian artistVladimirTatlin started creating 3D constructions of objects of various geometric shapes. His early works led to a new movement “constructivism”.Theterm “constructivism” stood for a new “industrial art”.After the revolution of 1917 Constructivism became the main movement of Russian avant-garde. The Russian artists Tatlin, Kandinsky, Lissitzky and Rodchenko worked on new aesthetics in architecture and design. However, themostfamousconstructivistprojectwasn’tbuilt.In1919Tatlincreatedaprojectofthetower “the Monument to the Third International” in Petersburg. He planned to build a 400m high tower house with halls and rooms of various geometric shapes of iron, steel and glass. Tatlin consideredthatthetowershouldstandoffthecityarchitecture.However,hebuiltjustawooden model which images were published in all European magazines. It was named “the icon of avant-garde” and many European architects stood on theTatlin’aesthetic ideas in their works. Nowadays the models of the tower can be seen in Moscow, Paris and London.

6.Fill in the gaps with the appropriate tense.

1.appeared, were progressing

2.founded, was studying

3.met, was staying

4.painted, was staying

5.was working, got

6.created, was studying

7.was teaching, met

8.developed, was experiencing

9.caused, were creating

10.was proceeding, appeared

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7.Fill in the gaps with the appropriate tense.

By the late 1920s, Charles-Édouard Jeanneret-Gris, better known as Le Corbusier, also known as Corbu, was done withWestern Europe andlookedto theEast.What did he expect to find in the USSR? Certainly that: the Constructivists, who were rebuilding that time Russian cities with bold fantasies of aluminum and glass. So he devoted his work as the platform on which to build Soviet functionalism. But more important than that, what he identified in Bolshevism was the potential for “bigness”: “Bolshoi means big, Bolshoi means: everything as big as possible, the biggest theory, the biggest projects. Maximim…” In 1928, when Le Corbusierwas researching RussianConstructivistideas,theSovietGovernmentinvited himto enterenclosedcontesttodesigntheCentralUnionofConsumerCooperativesinMoscow,which hewon. For a couple of years hewas investigating Russian society, observing thecountryside, and drafting Moscow streets. As a result, he presented the overall Moscow plan – “Green Town” which reminded a huge hotel around the city core with its Red Square. Le Corbusier project was rejected, as well as his entry in the next contest to design “The Palace of Soviets”, and angry Corbu left the USSR. His “The Tsentrosoyuz” building in Moscow has remained as he planned it to be.

8.Translate from English into Russian.

Алексей Бродович. Дом Периньон дизайна

Алексей Бродович (1898–1971) был из России, но изобрёл современный дизайн американских журналов. Он был фотографом и дизайнером, наиболее известным своей работой в качестве арт-директора журнала Harper’s Bazaar с 1943 по 1958 год. Он играл главную роль в появлении в США значительно упрощённого «современного» графического дизайна распространённого в Европе в 20-е годы. За свою карьеру Бродович полностью обновил американский дизайн и более того, вдохновил многих величайших фотографов XX века на создание легендарных изображений установкой «Порази меня». Помимо работы в Harper’s Bazaar Бродович установил новые стандарты первоклассного дизайна, которые преподавал в классах и мастерских своей Дизайн Лаборатории (1936–1959) в Нью-Йорке, став самым влиятельным наставником и преподавателем.

Труман Капоте, автор повести «Завтрак и Тиффани» однажды сказал: «Чем Дом Периньон был для шампанского, тем Бродович был для искусства фотографического дизайна!».

9. Match the terms to their definitions from the Oxford Dictionary.

UNIT 4

1.Match the English word partnerships to their Russian equivalents.

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2.Match the historic time periods to the eras.

3.Match the following inventions to the appropriate ages.

5.Fill in the gaps with the English equivalents.

The Information Age started in 1990s and it is common to call that dramatic changes the Information Revolution. Since late 1990s new forms of entertainment, commerce, work, and communication have become a commonplace. Personal computers came in common with the ability to connect over local or even national networks. The World Wide Web which was developed for commercial purposes of big corporations nowadays provides enormous opportunities for common people. Today all people across the globe have much in common spending hours surfing the net.

6.Translate from Russian into English.

Nowadays thenew ideas and patterns appear in digital communities such as Behance and Dribbble.The new trends stand on the old ideas designers constantly change and vary. One of the main trends is “the contemporary retro” which has much in common with the midcentury modern. It was era of space exploration, vinyl records and hand-held movie cameras. Also designers use colors which were popular those times. Another trend is using of bright color paletteandvariousgeometricshapes.Commonstockimagesarenotintrendanymoreandeach designer tries to create his unique drawings which differ from mass images. Graphic design and innovative digital technologies are tied and web-design concepts such as Material Design, come in common in graphic design too.

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7.Fill in: already, just or yet.

8.Put the verbs in brackets into Present Perfect or Past Simple.

1.The Museum of Modern Art (MoMA) has been important in developing and collecting modern and contemporary art.

2.AbbyAldrich Rockefeller developed the idea for the Museum in 1929.

3.Since that time MoMA has gained an international recognition of the largest and most influential museums of modern art in the world.

4.Its firstsuccessfulexhibitionopenedin November 1929, displaying paintingsbyVan Gogh, Gauguin, and Cézanne.

5.Considered by many to have the best collection of modern Western masterpieces in the world MoMAhas already got 150,000 pieces of art.

9.Translate from Russian into English.

1.MoscowMuseumofModernArt(MMоMA)hasbeenthefirstRussianstatemuseum of modern and contemporary art.

2.The Russian artist Zurab Tsereteli founded it in 1999.

3.Since 1999 the museum has gained 12,000 pieces of art.

4.In 1995 Tsereteli bought a building in the center of Moscow to create a museum of modern art.

5.Since it foundation the museum has involved young artists and designers in artistic

process.

10.Put the verbs in brackets into Present Perfect or Past Simple.

Even if you have never heard of it, Helvetica has been a part of your life. This typeface is everywhere: computer screens, billboards, buildings, street signs and posters. Since its launch in 1957, it has become the go-to type for company logos and transport hubs, making it one of the most widespread designs of all time. So why has it ruled the world for 60 years? It started its life as “Neue Haas Grotesk”, a name which included the name of its maker Haas, its design type (neo-grotesque or realist) and the fact that was new (or “neue” in German). It got the name Helvetica, which means “Swiss” in Latin as its country of origin in 1960 to make it easier to sell it abroad. Helvetica showed up at the right place, the right time and provided something that designer really wanted: a typeface without personality. In contrast, other popular sans serif typefaces that existed at the time, have stronger voices and more distinctive geometries. It didn’t take long before it has become the standard for advertising and corporate branding in the US. In 1984 Steve Jobs put it in the Macintosh. Since then it has been popular among common people not just avant-garde designers.

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11.Translate from English into Russian.

Мэтью Картер. Самый читаемый человек в мире

Корольдизайнеров,современныйбританскийдизайнершрифтаМэтьюКартер(род. в 1937 году) создал более 60 семейств шрифтов и более 250 отдельных шрифтов. Его шрифтыможноувидетькаквхудожественныхмузеях,такивгазетах,каквклассических книгах, так и на веб-сайтах – везде, где используется латиница. Но также он разработал кириллицу и греческий алфавит. Его недавняя работа связана с созданием шрифтов для экранов компьютеров, включая экраны с низким разрешением и ручные мобильные устройства. Многие шрифты Картер создал в ответ на технические новшества, и его самыеиспользуемыевеб-шрифты –этоVerdanaи Georgia и интерфейсWindows-Tahoma. Картер получил много наград за вклад в типографику, включая «грант гениев» – ежегодный приз фонда Джона и Кэтрин МакАртур, вручаемый 20–30 выдающимся людям, работающим в различных областях, которые «продемонстрировали неординарную самобытность и приверженность творческой работе». Однажды в 1981 году этот грант получил и Иосиф Бродский.

Мэтью Картер: «Я всегда был очень любознательным человеком. Меня всегда интересовали люди. Меня интересует, что у них на уме, плохие ли они или хорошие, мне интересна их жизнь».

12. Match the terms to their definitions from the Oxford Dictionary.

PROGRESS CHECK

UNITS 1–4

1. Fill in the gaps with the English equivalents.

Curiosity is a basic need of our cognition. It is a motivator for learning, decisionmaking, improving conditions, and important for healthy development. Recent years have seenmajorachievements inboththeneuroscienceandpsychologyofcuriosity.Philosopherand psychologistWilliamJames(1899)claimedthatcuriositystood for “theimpulsetowardsbetter cognition”, meaning that it is thedesire to understand what you do not know but strive togain. It inspires a successful way to a “higher, more intellectual form”–an impulse towards more complete scientific and philosophic knowledge. Acommon contemporary view of curiosity is that it is a special form of information-seeking and information-sifting that are internally motivated as curiosity is strictly anintrinsic need. Information allows for better choices, more skillfulsearch,morecomplicatedcomparisons.Acquiringinformation,ofcourse,istheprimary evolutionary purpose on the Earth, and has been a major driver of evolution for hundreds of millions of years.

2.Translate the following statements from Russian into English.

1.Success is the state of mind. To gain success start thinking as a successful person.

2.Edit your life frequently. Make a masterpiece of it.

3.Satisfaction lies in the effort. Give the maximum effort.

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4.The only way to failure is to give up (giving up).

5.Your self-esteem and emotional strength depend on how you think and see things around you.

6.Success is an ability to go from failure to failure without losing your enthusiasm.

7.Achieving success is one of fundamental human needs.

8.Developing is a transforming of people’s lives not just a transforming of economic

systems.

9.Genius is 1% of inspiration and 99% of hard work.

10.Success isn’t the key to happiness. Happiness is the key to success. If you love what you are doing, you’ll be successful.

3.Fill in the gaps with Present Simple or Present Continuous.

Performersalwaysstay asacentralpointofreference, butatthesametimeIam directing films, making video installations. I am working the Abramović method, and I am doing the MarinaAbramović Institute in Hudson now. Iam working with choreographers anddoing the stage design. I am thinking images and interested in what happens in fashion. My work takes me in so many different directions: I always think first about the idea and then see what kind of material I need to explore the idea. Now I am spending three months in Brazil and studying shamanismthatincorporatesspiritsinthehumanbody,toseewhetherwecanactually use this kind of ancient cultural practice and knowledge in contemporary art. So really – Ifeel like I’m a kind of explorer, I’m an explorer in the field of art.

I always go to a place where I have never been. I always go to the place where I don’t understand anything, because it has nothing to do with my culture. I feel I am open-minded and curious. I live something very uncomfortable and face a huge amount of fear. So many peopleare afraidtomakesuchexperiencesbecausetheypreferthesecurityoftheirhotelroom. But I don’t. I’m now 67, and I don’t feel this age. Really I am just going. I enter the most impossible situations, and then ideasemerge, like a mission. It is different if you’re a dentist or if you are working in an office. It is my job to feel. That’s why I am doing what I am doing! I’m good at this, better than anyone else.

4.Fill in the gaps with Past Simple or Past Continuous.

Margaret Bourke-White was an American photographer known for her extensive contributions to photojournalism. Margaret’s interest in photography began when she was studying zoology at the Colombia University. After the University, she moved to New York where she was running a small commercial photography studio. She was taking industrial photographs when Fortune Magazineemployed her as associate editor and staff photographer. Asastaffphotographer,shewent totheSovietUnionin1930,whereshewastakingphotographs of the Soviet industry during a couple of years. Later she also traveled to Europe to record how Germany, Austria, and Czechoslovakia were surviving under Nazism and how Russia was surviving under Communism. While in Russia, she photographed a rare occurrence, Joseph Stalin with a smile, as well as portraits of Stalin’s mother and great-aunt when shewas visiting Georgia. Bourke-White was the first female war correspondent and the first woman who worked in combat zones during World War II. In 1941, she traveled to the Soviet Union just as Germanybrokeits pact of non-aggression and she was theonly foreign photographer in

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Moscow who was staying there during bombing. She was always at theright place at theright time and had intuition to be where news was happening: for example, she interviewed and photographed Mohandas K. Gandhi just a few hours before his assassination in 1948.

5.Fill in the gaps with Past Simple or Present Perfect.

The Solomon R. Guggenheim Museum, often referred to as The Guggenheim, is an art museum located in New York City. Solomon R. Guggenheim Foundation established the museum in 1939. Over eight decades the museum’s collection of Impressionist, PostImpressionist, early Modern and contemporary art has grown significantly. In 1926 Solomon R. Guggenheim an American businessman, art collector and philanthropist, met an artist Hilla von Rebay,who introduced him to European avant-garde art and turned his interest to the work of Wassily Kandinsky. Since then Solomon Guggenheim started his collection of Kandinsky, Piet Mondrian, Marc Chagall, Robert Delaunay, Fernand Léger, Amedeo Modigliani and Pablo Picasso and eventually founded the museum. In 1959 an American architect and designer Frank LloydWright designed the cylindrical building for the collection. Since then the building itself has become widely praisedas it has inspired many other architects. Recent years the Guggenheim Foundation has opened its branches in other countries. The New York based Guggenheim has got two sister museums in Bilbao and Venice, and a third is planned for Abu Dhabi. Meanwhile, in 2016 Helsinki city council rejected a plan to build the Guggenheim museum in the country, saying the project was too expensive.

6. Fill in the gaps with Present Simple, Present Continuous, Past Simple and Present Perfect forms.

One ofAmerica’s foremost art critics Dave Hickey has launched an aggressive attack on the contemporary art world, saying that nowadays “anyone who has read a Batman comic” is qualifying for a career in the industry. This month Dave Hickey, a curator, professor and author known for a passionate defense of beauty in his collection of essays is walking away from a world which belongs to rich collectors who have no respect for what they are doing. “If I go to London, everyone wants me to talk about Damien Hirst. I’m just not interested in him.And never have been. But I’m interested in Gary Hume and I have written about him quite a few times”. Moreover, a number of other contemporary art curators at world famous museums and galleries have already complained that works by artists such as Tracey Emin, Antony Gormley and Marc Quinn are the result of “too much fame, too much success and too little critical sifting”. These opinions can be the start of something that breaks the system.At the moment it feels like the Paris salon of the 19th century, where bureaucrats and conservatives influenced art. It was the Impressionists who established a new system, led by the artists themselves. It created modern art and a whole new way of looking at things. “Lord knows today we need artists to work outside the establishment who are looking at the world in a different way –challenging conceptions instead of reinforcing them”. Hickey says his change of heart came when he was asked to sign a 10-page contract before he could sit on a panel discussion at the Guggenheim Museum in NewYork. Despite his retirement Hickey is planning to complete a book, “PaganAmerica” and a second book of essays titled “Pirates and Framers”.

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7.Fill in the gaps with the appropriate tense.

Tim Burton was bornAugust 25 in 1955. He grew up in California, near Hollywood. From a young age, Burton liked popular culture and loved horror films. It was a horror-genre actorVincent Price who influenced and inspired Burton. Burton was studying at CalArts as an animator, when he met Disney. Disney invited him as an assistant animator and a concept artist on Disney films. From 1980 to 1985 Burton was working on The Fox and The Hound (1981) and The Black Cauldron (1985). While Burton was cooperating with Disney, his tastes were standing off the “house style” and he created his animated stop motion short, Vincent (1982) and the live action short horror drama Frankenweenie (1984). Burton studied the works of Courbet, Goya and the post-impressionists, especially Vincent Van Gogh. Van Gogh influenced his early movies a lot. Thus, Burton invented his “Burtonesque” gothic, expressionist cinema.

8.Translate from Russian into English using the appropriate Grammar tenses.

Valery Koshlyakov. Outstanding RussianArtist.

Valery Koshlyakov is one of the most famous contemporary artists. He has got the first place in the ranking of the Russian artists according to Forbes magazine. Since the end of 90-s his exhibitions have taken place in Russia, Europe, andAmerica, and such museums as the Tretyakov Gallery, the Russian Museum in Russia, the Museum of ModernArt in France and KolodzeiArt Foundation in theUSAhave bought his works. His first exhibition took place in 1988 in Rostov city public WC when he was a member of avant-garde group of Rostov artists “Art or death”: “we were young and wanted to have all but nobody wanted to see us”. That time Koshlyakov painted in a style of Italian trans-avan-garde, theGerman artistic group of “new wild”, and Leningrad “new artists”. In 1992 when the radical social and economic reformsweretakingplace in Russiahe joinedagroupof Moscow artists.Recently Koshlyakov has moved to Paris where he is working now on a series of “TheAncient Ruins”.

UNIT 5

1.Design Elements

2.Match the English word partnerships to their Russian equivalents.

3.Which of the statements are true? Correct the false ones.

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4.Match the types of lines to the states of mind.

5.Match the terms to their definitions.

1.– b.

2.– c.

3.– a.

6.Fill is the gaps with the appropriate terms.

1.typeface family, typefaces

2.typeface

3.font

4.typefaces’

7.Translate from Russian into English.

All graphic design is about form manipulation. Form is lines, shapes, types and

images. A designer creates a beautiful form for conveying a message. A beautiful form adds value to a message.Aword “beautiful” in design can mean energy, stability, pride, relaxation or any emotion a designer intends to convey in his message. In order to create beautiful forms adding value to a product a designer should know the main rules and know how to manipulate them. Due to a variety of forms the designed products differ from each other.

8.Fill in the gaps with the correct comparative or superlative forms.

1.simple, simpler, the simplest

2.complicated, more complicated, the most complicated

3.happy, happier, the happiest

4.thin, thinner, the thinnest

5.extraordinary, more extraordinary, the most extraordinary

6.new, newer, the newest

7.emotional, more emotional, the most emotional

8.energetic, more energetic, the most energetic

9.wavy, wavier, the waviest

10.stable, more stable, the most stable

11.old-fashioned, more old-fashioned, the most old-fashioned

12.popular, more popular, the most popular

13.old, older (elder), the oldest (eldest)

14.distinctive, more distinctive, the most distinctive

15.free, freer, the freest

16.smart, smarter, the smartest

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