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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Èvt.obq eib lf ecksibn! Ôbhvtyysq cnbkm, rjhgjhfnbdysq cnbkm, cbcntvf abhvtyyjq bltynbabrfwbb, rjhgjhfnbdyfz bltynbabrfwbz, fqltynbrf… Êfrb[
njkmrj nthvbyjd yt ghblevfkb d htrkfvyjv vbht lkz j,jpyfxtybz njuj, xnj
d pfgflyjq ghfrnbrt bvtyetncz «corporate ID» b «brand ID» (jn fyuk.
identity – «bltynbabrfwbz» - gthtdjl). Âct jyb j,jpyfxf.n jlyj b nj ;t
gjyznbt. È bcgjkmpe.n b[, d jcyjdyjv, bc[jlz bp cj,cndtyys[ drecjds[
ghbcnhfcnbq.
Ïjghj,etv hfpj,hfnmcz d ajhvekbhjdrf[.
Âct
gthtxbcktyyst dsit nthvbys j,jpyfxf.n cjdjregyjcnm [elj;tcndtyys[
ghbtvjd uhfabxtcrjuj lbpfqyf lkz cjplfybz jhbubyfkmys[ rjvveybrfnbdys[
b htrkfvys[ vfnthbfkjd. Êfrbt dsujls cekbn 'nj exfcnybrfv hsyrf?
Ïhtlcnfdmnt, xnj dct gkfrfns, kbcnjdrb, vfrtns d ghtcce b lf;t
cedtybhyfz ghjlerwbz ,elen cjplfys d tlbyjv cnbkt – d jlyjq wdtnjdjq
ufvvt, c bcgjkmpjdfybtv nhflbwbjyys[ lkz dfc 'ktvtynjd b n.l. Ó
cjnhelybrjd ,elen jlbyfrjdst ,'ql;brb b abhvtyyst ,kfyrb b lheufz
ljrevtynfwbz. Òjulf e dct[, rnj cnfkrbdftncz c dfitq htrkfvyjq b
rjvveybrfnbdyjq ghjlerwbtq, ckj;bncz ghtlcnfdktybt j tlbyjq, cbkmyjq
jhufybpfwbb – dfitq, ult dct jn hzljdjuj cke;fotuj lj lth;fntkz
rjvgfybb ghtlcnfdkz.n jlye rjvfyle. Ålbyjt cnbktdjt dbpefkmyjt htitybt
gjdscbn epyfdftvjcnm dfitq ghjlerwbb b egjhzljxbn htrkfvyst b
vfhrtnbyujdst vthjghbznbz. Òfrbv j,hfpjv, hfphf,jnrf fqltynbrb – d
gthde. jxthtlm, cke;bn erhtgktyb. cnfnecf rjvgfybb bkb ,htylf yf hsyrt.
Ålbyj;ls
cghjtrnbhjdfyyfz rjhgjhfnbdyfz fqltynbrf cdjlbn djtlbyj hfpkbxyst
vytybz herjdjlbntktq b cjnhelybrjd htrkfvyj-vfhrtnbyujdjuj
gjlhfpltktybz rjvgfybb, cgjcj,cndetn cjplfyb. htrkfvs «jlyjuj gjxthrf».
 htpekmnfnt evtymiftncz dthjznyjcnm ghbyznbz ghjbpdjkmys[,
ytljcnfnjxyj rdfkbabwbhjdfyys[ htitybq, cjrhfof.ncz cnjbvjcnm b dhtvz
hfphf,jnrb b bpujnjdktybz htrkfvys[ vfnthbfkjd. Ñnfkj ,snm, ceotcndtyyj
gjdsiftncz jgthfnbdyjcnm, ub,rjcnm b frnefkmyjcnm htrkfvs rjyrhtnyjuj
,htylf.
Òfrbv j,hfpjv, fqltynbrf, (abhvtyysq cnbkm,
rjhgjhfnbdyfz bltynbabrfwbz b gh.) – 'nj dbpefkbpjdfyyjt (f, pfxfcne.,
b vfnthbfkbpjdfyyjt) jnhf;tybt ceoyjcnb ,htylf, cnhfntubb tuj
gjpbwbjybhjdfybz. Ãhfvjnyj hfphf,jnfyyfz fqltynbrf zdkztncz jlybv bp
yfb,jktt 'aatrnys[ chtlcndjv rjyrehtynyjq ,jhm,s. Ëjujnbg
Êjulf vyt ckexfqyj gjgfkcz yf ukfpf 'njn kjujnbg, z gjyzk, xnj
ghbdtle tuj d ghbvth d rfrjq-yb,elm hfpj,kfxbntkmyjq b jxtym pkj,yjq
cnfnmt. Âjn, vjk, gjcvjnhbnt rfrjq jy yt ghfdbkmysq b djj,ot ytkmpz nfr
ltkfnm, b xnj jy nfrjq-czrjq hfp'nfrbq. Íj xtv ,jkmit z cbkbkcz
ghblevfnm lkz ytuj j,kbxbntkmyjt 'cct, ntv jnxtnkbdtt gjybvfk, xnj
kjujnbg-nj vyt lfktrj yt jndhfnbntkty, f crjhtt yfj,jhjn.
 rjywt rjywjd, z ghbitk r dsdjle, xnj 'nj eybrfkmysq d cdjtv hjlt
ghbvth! Äkz njuj xnj, 'nj gjyznm, yflj dxbnfnmcz d yfpdfybt.
ÍÎÂÝÍÅÐÃÎÏÐÎÌÑÅÐÂÈÑ. Êfrbt fccjwbfwbb djpybrf.n e yjhvfkmyjuj xtkjdtrf,
rjulf jy cksibn 'nb 19 ,erd? Ítn-ytn, — «'ythuj» dsltkznm yt xtcnyj, —
rfrbt fccjwbfwbb jn ckjdf d wtkjv? Ïhfdbkmyj. Íb-rf-rb[! Ïecnjnf
d 'abht. Øev. Ïjvt[b. Ñthsq 'rhfy d njxtxre.
ß cvjnh. yf 'njn kjujnbg b jnxtnkbdj ghtlcnfdkz. njuj ytcxfcnyjuj
lbpfqythf (f vj;tn b yt lbpfqythf, yj jn 'njuj yt vtytt ytcxfcnyjuj),
rjnjhjve gjhexbkb ghblevfnm lkz 'njq jnhs;rb cjdrjdjuj ytqvbyuf
rfrjt-yb,elm dbpefkmyjt djgkjotybt. Ó vtyz gthtl ukfpfvb dcnftn j,hfp
cujh,bditujcz elhextyyjuj xtkjdtrf cblzotuj yfl rke,rjv bp 19 kbnth,
yfl 4 ytcdzpfyysvb juhsprfvb.
Âthjznyj, jy ljkuj gsnfkcz hfpuflfnm 'njn ht,ec, gjrf d jghtltktyysq
vjvtyn gecnjne e ytuj d ujkjdt pfgjkybkj vtxnfntkmyjt cjcnjzybt,
gjzdkz.ottcz rf;lsq hfp, rjulf vjpu ckf,j gjybvftn, yfl xtv hf,jnftn,
b gsnftncz ct,z xtv-nj pfyznm. È djn, dgfd d lhtvjne, 'njn xtkjdtr
dcgjvybk j njv, rfr ktnjv tplbk d lthtdy., dcgjvybk d vtkmxfqib[
gjlhj,yjcnz[ ljhjue, dtleoe. jn ljvf r htxeirt, cjkysirj, cjcys dljkm
j,jxbys, nbibye, yfheiftve. njkmrj ot,tnjv gnbxtr, kturbq dtnthjr,
pfgf[ ytlfdyj crjityyjq nhfds…[jhjij… [jhjij ,s cyjdf nelf… d ltht…
Îxyekcz. Âcgjvybk ult jy ctqxfc. Ãkzyek jgznm yf ghjrkznst 19 ,erd
b (Ý'''[!!! Ïhjgflb jyj dct ghjgfljv!)… «yfhbcjdfk» cdjq «jndtn
×tv,thktye»: pfktp d ihban Webdings b dpzk jnnelf gthdsq gjgfdibqcz
cbvdjk, cjdgflf.obq c tuj yfcnhjtybtv.
À yf cktle.obq ltym ,jkmijq cthmtpysq yfxfkmybr ÍÎÂÝÍÅÐÃÎÏÐÎÌÑÅÐÂÈÑÀ
ljkuj hfccvfnhbdfk hjpjde. tkm, vfkbyjdjt cjkysirj b ,tke. ljhjue
e[jlzoe. r ujhbpjyne. È, crjhtt dctuj, nj;t dgfk d vtxnfntkmyj
cjcnjzybt, dcgjvybd j ghtlcnjzotq hs,fkrt. Ïjnjve jxyekcz, nz;tkj
dplj[yek b yfgbcfk hfpvfibcnsv gjlxthrjv: «Óndth;lf.». Àv,buhfvvs jlyjq bp rybu ysyt gjgekzhyjuj fvthbrfycrjuj
gbcfntkz Ä'yf Áhfeyf c.;tn rhenbncz djrheu ytrb[ rktqv-fv,buhfvv
nfqyjuj j,otcndf, rjnjhst ,skb cltkfys zrj,s 400 ktn yfpfl. Îlyfrj,
yt cvjnhz yf nj, xnj fdnjh rybub ecbktyyj gsnftncz cltkfnm bp ytt ytrjt
j,kbxf.ott gjckfybt, cyf,;fz vyj;tcndjv htfkmys[ afrnjd, gj gjdjle 'nb[
fv,buhfvv Áhfey ghbpyftncz d rjywt rybub, xnj jyb ,skb yfhbcjdfys tuj
(f pyfxbn b yfibv) cjdhtvtyybrjv — Ä;jyjv Ë'yuljyjv.
Àv,buhfvvs bp rybub «Àyutks b Ätvjys». Ñdth[e
dybp: Angels&Demons, Illuminati, EarthAirFireWater. Çltcm b lfktt
fdnjh hf,jn — Ä;jy Ë'yuljy.
Àv,buhfvvs bp rybub «Àyutks b Ätvjys». Earth, Air, Fire, Water
Ènfr, fv,buhfvvf (jn kfn. ambi — ldjqyjq, b uhtx. gramma — ,erdf) —
ckjdj gthtdthnsi bkb (gj yfexyjve) rfkkbuhfabxtcrbq epjh, gjpdjkz.obq
cjdvtcnbnm ldf hfpkbxys[ ghjxntybz bp jlyjuj b njuj ;t yf,jhf kbybq.
Ëbnthfnehysv ghjj,hfpjv fv,buhfvv vj;yj cxbnfnm gfkbylhjvs — ckjdf
bkb yf,jhs ckjd, rjnjhst xbnf.ncz jlbyfrjdj rfr cktdf yfghfdj, nfr
b cghfdf yfktdj (À hjpf egfkf yf kfge Àpjhf). Îlyfrj d jnkbxbt
jn gfkbylhjvjd, fv,buhfvvs — jnyjcbntkmyj yjdjt edktxtybt lbpfqythjd
b gbcfntktq, gjgekzhbpjdfkb rjnjhjt jn cbks xtndthnm dtrf yfpfl.
Àv,buhfvvs ,sdf.n hfpys[ dbljd. Ðeccrbt gj'ns b gbcfntkb, rjnjhst
edktrkbcm hbcjdfybtv fv,buhfvv, lf;t ghblevfkb bv yfpdfybz:
«kbcnjdthntym» (gjdjhjn yf 180 uhflecjd), «jhnjujyfk» (gjdjhjn
yf 90 uhflecjd), «ldjtdpjh» (xbnf.ncz hfpyst ckjdf ,tp gjdjhjnf kbcnf).
Ïjvbvj 'njuj, cktletn jnvtnbnm, xnj ceotcnde.n cbvvtnhbxyst
b fcbvvtnhbxyst fv,buhfvvs.
Àcbvvtnhbxysq kbcnjdthntym Art&Science/Philosophy (gjdjhjn yf 180° lftn lheujt ghjxntybt)
Àcbvvtnhbxysq kbcnjdthntym True/False
Ñfvjt bynthtcyjt nj, xnj gjrf fv,buhfvvs yt yfikb ibhjrjuj
rjvvthxtcrjuj ghbvtytybz. Âc¸ 'nj ,jkmit gj[j;t yf hfpdktxtybt
byntkktrnefkjd. À gjntywbfk, vt;le ghjxbv, juhjvysq.
Àv,buhfvve vj;yj bcgjkmpjdfnm rfr kjujnbg, rjnjhsq xbnftncz
jlbyfrjdj [jhjij bp k.,juj gjkj;tybz. Ïthdjt xnj ghb[jlbn d ujkjde 'nj
NASA b ghjxbt f'hjrjcvbxtcrbt futyncndf: bv ,s ltqcndbntkmyj yt gjvtifk
kjujnbg «,tp ptvyjuj ghbnz;tybz». Íe f tckb cgecnbnmcz yf ptvk.?
Äf crjkmrj eujlyj ghbvthjd. Âjpmvbnt d herb cdjb ks;b. Â 50% ckexftd
ds cvjnhbnt yf gthtdthyene. vfhre. Òj ;t cfvjt cj cyje,jhljv, vzxjv,
ntyybcyjq hfrtnrjq b ghjxbv cgjhnbydtynfhtv. Åckb pf,snm ghj cgjhn,
nj 'nj vjuen ,snm ghtlvtns kbxyjq ububtys, jabcyst ghbyflkt;yjcnb,
yt,jkmibt 'ktrnhjghb,jhs. Äf ult eujlyj vj;tn ghbujlbnmcz cdjqcndj
kjujnbgf xbnfnmcz ddth[ yjufvb!
Ëjujnbg-fv,buhfvvf yf[jlrf lkz htrkfvs yf vtcnf[ ghjlf;. Îy
ghtrhfcyj ,eltn cvjnhtnmcz yf gjke, yf dbnhbyt, rfr cj cnjhjys
ghj[j;b[, nfr b cj cnjhjys gjctnbntktq, yf ghjphfxyjq dsdtcrt gjgthtr
ldb;tybz gjregfntktq. Àv,buhfvvf vjukf ,s lfnm ptktysq cdtn
bcgjkmpjdfyb. ytcnfylfhnys[ htrkfvjyjcnbktq. Âtlm kjujnbg ntgthm
yf[jlbncz d lde[ bpvthtybz[!
Ñbvvtnhbxysq kbcnjdthntym Kristy (gjdjhjn yf 180° lftn ne ;t rfhnbye)
Ñbvvtnhbxysq kbcnjdthntym Aerosmith
Ñbvvtnhbxysq kbcnjdthntym The Faith Full
Ñbvvtnhbxysq kbcnjdthntym The Scene
Ñbythubz — ckbzybt rjvgfybq — d yfi dtr ukj,fkmyjq 'rjyjvbrb 'nj
cnfkj j,sxysv ltkjv. Ájkmibt ltymub lkz frwbjythjd b ,jkmibt ghj,ktvs
lkz lbpfqythjd. Ñnfhst gjkjdbyrb, rfr ghfdbkj, [jnzn yf hfdys[
ghbcencndjdfnm d yjdjq fqltynbrt. Êfr ,snm? Òen rfr ybrjulf ghbikfcm ,s
rcnfnb [bnhjcnm c fv,buhfvvjq. Ädjtdpjh: vt; ,erd ckjdf Cadbury,
ghjxbnsdftncz Dirol. Ëbcnjdthntym: d jlye cnjhjye xbnftv Konica,
d lheue. Minolta (rcnfnb, jyb ytlfdyj evthkb… vj;tn cnjbkj cltkfnm
yjhvfkmysq kjujnbg?).
David Slavitt. Ädjtdpjh rjkt,fybz (jscillations). Âjcghbznbt yfgbcfyyjuj rfr ,s rjkt,ktncz vt;le ldevz dfhbfynfvb.
Ädjtdpjh James/Joyce. Ýaatrn jcyjdfy yf gthtrk.xtybb djcghbznbz abuehf/ajy.
Ïhjatccbjyfks pyf.n, xnj [jhjibq kjujnbg 'nj epjh. Àv,buhfvvf — 'nj
bltfkmysq epjh, dscibq gbkjnf;, afynfcnbxtcrfz cvtcm rfkkbuhfabb,
nbgjuhfabrb b gsnkbdjuj evf. Òfr vj;tn kjujnbg-fv,buhfvvf — bltfkmysq
kjujnbg?
Ïjkfuf., xnj rfr jlyj bp yfghfdktybq lbpfqyf kjujnbgf, fv,buhfvvs
,elen hfpdbdfnmcz. Òtv ,jktt xnj ghbtvjd cjplfybz xtuj-nj ltqcndbntkmyj
jhbubyfkmyjuj b yjdjuj d fqltynbrt cnfyjdbncz dc¸ vtymit b vtymit. Ìfcnth-rkfcc: kjujnbg lkz Äbpfqy-wtynhf vbrhj'ktrnhjybrbÏjpflb —
ljkubt gthtujdjhs c rkbtynjv, yf herf[ — nt[ybxtcrjt pflfybt
b ghtljgkfnf, f pyfxbn vj;yj ghbcnegfnm r cfvjve bynthtcyjve 'nfge
hf,jns yfl ghjtrnjv: ndjhxtcnde.
Ñtujlyz vs ,eltv ndjhbnm kjujnbg lkz Äbpfqy-wtynhf vbrhj'ktrnhjybrb.
Äbpfqy-wtynh pfybvftncz hfphf,jnrjq vbrhjghjwtccjhys[ cbcntv,
byntuhfkmys[ c[tv, gtxfnys[ gkfn, hflbjxfcnjnys[ ecnhjqcnd, rjycnherwbq
ghb,jhjd b ecnhjqcnd. Äbpfqy-wtynh j,tcgtxbdftn gjkysq vfhihen
ghjtrnbhjdfybz ujnjds[ bpltkbq: jn dshf,jnrb rjvgktrcf nht,jdfybq,
gjlujnjdrb ghjtrnys[ cgtwbabrfwbq lj bpujnjdktybz jgsnys[ j,hfpwjd,
flfgnfwbb lbpfqyf b jhufybpfwbb cthbqyjuj ghjbpdjlcndf.
Î,pjh hsyrf
Ðfphf,jnre yfxytv c j,pjhf kjujnbgjd rjyrehtynjd. Ítj,[jlbvj 'nj lkz
njuj xnj,s dszdbnm ntyltywbb, infvgs b pfnthnst lj lsh ghbtvs,
bcgjkmpetvst d lfyyjq jnhfckb. Òtyltywbb vs exntv, infvgs b ghbtvs
pfgjvybv b cltkftv dct… gj-lheujve.
Çfxfcne., tckb yf hsyrt ltqcnde.n 2-3 rhegys[ buhjrf (rfr, yfghbvth,
e yfc yf hsyrt cjnjdjq cdzpb), nj rhjvt cbvdjkbrb, ytj,[jlbvj exbnsdfnm
tot b pfcnjk,ktyyst wdtnjdst htitybz.
Înrhsdftv nt[ybxtcrjt pflfybt (ÒÇ), cvjnhbv geyrn «Êjyrehtyns»,
rjnjhsq ghtldfhbntkmyj ,sk k.,tpyj pfgjkyty rkbtynjv, b gjuhe;ftvcz
d kfcrjdst djkys ukj,fkmyjq gfenbys.
Ñgecnz ytcrjkmrj xfcjd eljdktndjhtyyj cvjnhbv yf jnkjdktyyst
kjujnbgs b cybc[jlbntkmyj e[vskztvcz. ×nj ;, d k.,jv ckexft 'nj tot
yt gjdjl hfcckf,kznmcz.
Òfr z b levfk: bpk.,ktyyfz ntvf kjujnbgjd d lfyyjq jnhfckb — rjynfrnyst ljhj;rb vbrhjc[tvs…
…njxtxrb b jrhe;yjcnb.
Ðf,jnf c vfnthbfkjv
Ýnjn 'nfg, yf vjq dpukzl, buhftn rk.xtde. hjkm d hf,jnt yfl
ghjtrnjv. Åckb jy ghjqlty dgjgs[f[, f,s rfr bkb djj,ot jncencndetn,
nj yb j rfrjv [jhjitv kjujnbgt yt vj;tn ,snm b htxb. Äbpfqyth tot gthtl
yfxfkjv hf,jns yfl kjujnbgjv ljk;ty c ujkjdjq eqnb d nj ghjcnhfycndj,
cbvdjkjv rjnjhjuj ,eltn 'njn kjujnbg. Îy ljk;ty hfpj,hfnmcz d ltnfkz[,
gjxedcndjdfnm y.fycs, ekjdbnm cvsck. Îy ljk;ty ,erdfkmyj dgbnfnm
fnvjcathe njq ltzntkmyjcnb b njuj cjj,otcndf k.ltq, bvtyetvjuj
rjvgfybtq, bycnbnenjv bkb ajyljv, pfybvf.ob[cz 'njq ltzntkmyjcnm..
Ñrjkmrj dhtvtyb yflj gjnhfnbnm yf bpextybt vfnthbfkf, pfdbcbn
jn ytcrjkmrb[ afrnjhjd. Âj-gthds[, jn hjlf ltzntkmyjcnb Êjvgfybb.
Âj-dnjhs[, jn dhtvtyb dsltktyyjuj rkbtynjv yf ghjtrn d wtkjv. È,
yfrjytw, jn cjpyfntkmyjcnb lbpfqythf, rjnjhsq cfv gkfybhetn 'nfgs
hf,jns b htiftn yfcrjkmrj cbkmyj jy ,eltn «dgbnsdfnm» b yfcrjkmrj
uke,jrj «gjuhe;fnmcz».
 lfyyjv ckexft, pf hjljv ltzntkmyjcnb rjvgfybb cnjzk dtcm rehc
'ktrnhjybrb, yfxbyfz c 'ktvtynfhys[ xfcnbw b pfrfyxbdfz byntuhfkmysvb
c[tvfvb. ß gjnhfnbk yf «gjuhe;tybt» ytltk. b d jxthtlyjq hfp e,tlbkcz,
xnj d ;bpyb ybxtuj yt ,sdftn ghjcnj nfr, lf;t ktrwbb
gj vbrhj'ktrnhjybrt b c[tvjnt[ybrt, rjnjhst z ,kfujgjkexyj ghjuekbdfk,
cxbnfz, xnj pyfybt ghbywbgjd hf,jns ,bgjkzhyjuj nhfypbcnjhf vyt njxyj
ybrjulf d ;bpyb yt ghbujlbncz.
Íf yfxfkmyjv 'nfgt gjvjukb vfnthbfks, ghtljcnfdktyyst pfrfpxbrjv:
gj ybv z cjcnfdbk cgbcjr rk.xtds[ ckjd. Ïj rk.xtdsv ckjdfv bcrfk
byajhvfwb. d ctnb. Ñyfxfkf xbnfk dct gjlhzl. Ïjnjv gjzdbkjcm gjybvfybt,
xnj rjyrhtnyj xbnfnm b rfr vyjuj, f nfr;t gjybvfybt njuj, xnj lj 'njuj
xbnfk cjdctv yt nj. Ïjbcr byajhvfwbb cnfk jcvscktyysv
b wtktyfghfdktyysv. Ñnfkf crkflsdfnmcz j,ofz rfhnbyf. Ê rjywe ytltkb
rfhnbyf cnfkf j,hfcnfnm ltnfkzvb, ghbxtv bvtyyj d nt[ vtcnf[, rjnjhst
,skb ceotcndtyys lkz hf,jns yfl ghjtrnjv. Â ujkjdt cnfkb cfvb cj,jq
gjzdkznmcz rfrbt-nj j,hfps.
Êcnfnb, tckb j,hfps gjzdkz.ncz e;t yf 'njv 'nfgt, jnvf[bdfnmcz —
vjk, yt dhtvz tot — jn yb[ yt yflj. È[ cnjbn abrcbhjdfnm, cjghjdj;lfz
rjvvtynfhbzvb, xnj,s yt pf,snm. Ïjnjv 'nb gjxthreirb j,zpfntkmyj
ghbujlzncz yf cnflbb ndjhxtcrjuj gjbcrf.
Ðfcgbcsdfz gjcktljdfntkmyjcnm «gjuhe;tybz», z xenm yt egecnbk jlye
df;ye. cjcnfdkz.oe. 'njuj ghjwtccf. Âj dhtvz hf,jns c vfnthbfkjv e dfc
dctulf gjl herjq ljk;ty ,snm ghtlcnfdbntkm Êjvgfybb: rfrjq-nj
cgtwbfkbcn, rjnjhsq gjzcybn dfv rfrbt-nj ckj;yst vjvtyns, erf;tn
nt yfghfdktybz, rjnjhst ye;yj ghjhf,jnfnm jcj,tyyj nofntkmyj, gjlrbytn
vfnthbfkf.
Òfr djn, djpdhfofzcm r j,hfpfv, tckb jyb gjzdkz.ncz, pyfxbn,
lbpfqyth e;t fccbvbkbhjdfkcz d xe;ljv tve byajhvfwbjyyjv ghjcnhfycndt,
yfxfk xedcndjdfnm njyrjcnb, ekjdbk y.fycs. Êjhjxt ujdjhz, jy ,kbpjr
r «ghjcdtnktyb.» bkb, ghjot ujdjhz, r xtnrjve gjybvfyb. njuj, d rfrb[
yfghfdktybz[ ,eltn blnb gjbcr bltb. Åckb nfrjt gjybvfybt tcnm, cfvjt
dhtvz gtht[jlbnm r cktle.otve 'nfge.
Âshf,jnrf rhbnthbtd
Êhbnthbb, cke;fn cdjtj,hfpysvb yfghfdkz.obvb dj dhtvz hfphf,jnrb
kjujnbgf, f pfntv — yf cnflbb fyfkbpf cjplfyys[ dfhbfynjd. Îyb rfr
gentdjlyfz pdtplf yt gjpdjkz.n jnrkjyznmcz jn ds,hfyyjuj rehcf dj dhtvz
ndjhxtcrjuj gjbcrf, rjulf ukfp «pfvskbdftncz» b gjybvfybt cenb djghjcf
ghbnegkztncz. Ê njve ;t lfdyj bpdtcnyj, xnj juhfybxtybz cnbvekbhe.n
yf gjbcr jcnhs[, yt cnfylfhnys[ htitybq.
Ïjckt hf,jns c vfnthbfkjv ,skb dsltktys cktle.obt rhbnthbb, rjnjhsvb z herjdjlcndjdfkcz dgjcktlcndbb:
1. Êjvgfrnyjcnm.
Îcyjdfybt lkz rhbnthbz: byntuhfkmyst vbrhjc[tvs cnhtvzncz
r vbybfn.hbpfwbb hfpvthjd 'ktvtynjd b egkjnytyb. hfpvtotybz 'ktvtynjd
yf gjlkj;rt.
Ïhzvjt cktlcndbt bp rhbnthbz: kjujnbg ljk;ty bvtnm ajhve rheuf bkb rdflhfnf, rfr cfvs[ rjvgfrnys[ abueh.
2. Äbyfvbrf
Îcyjdfybt: f) crjhjcnm hf,jns ÈÑ djphfcnftn ghjgjhwbjyfkmyj edtkbxtyb. gkjnyjcnb hfpvtotybz 'ktvtynjd. ,) cjcnjzybt 'ktvtynjd vbrhjc[tvs gjcnjzyyj bpvtyztncz c jlyjuj cjcnjzybz yf lheujt
Ñktlcndbt: kjujnbg ljk;ty ,snm ytcbvvtnhbxysq
3. Äefkmyjcnm (ldjqcndtyyjcnm)
Îcyjdfybt: f) ,ektdf kjubrf, jcyjdfyyfz yf ldjbxyjq cbcntvt bcxbcktybz ,) 'ktrnhjy b fnjv, gjkj;bntkmysq b jnhbwfntkmysq pfhzl
Ñktlcndbt: d kjujnbgt c gjvjom. rjycnherwbb bkb wdtnf ljk;yf ,snm
dshf;tyf ldjqcndtyyfz ghbhjlf ghjwtccjd ghjbc[jlzob[ d vbrhjc[tvt.
4. Ëbytqyjcnm
Îcyjdfybt: d ÈÑ ghjbc[jlzn ytghthsdyjt ([jnz b lbcrhtnyst) ghjwtccs.
Èpvtytybt cjcnjzybt jlyjuj 'ktvtynf dktxtn bpvtytybt cjcnjzybz lheujuj.
Ñktlcndbt: ghb hfphf,jnrt kjujnbgf ytj,[jlbvj exbnsdfnm 'njn
rhbnthbq, jnlfdfz ghtlgjxntybz kbytqyjq cnherneht gjcnhjtybz gthtl,
r ghbvthe, njxtxyjq.
5. Ähj,yjcnm (ckj;yjcnm)
Îcyjdfybt: ÈÑ — ckj;ysq vt[fybpv, rjnjhsq cjcnjbn bp hfpkbxys[
,kjrjd, nt d cdj. jxthtlm bp ,jktt vtkrb[ ,kjrjd (htubcnhjd b gh.)
b nfr lfktt lj fnjvjd b 'ktrnhjyjd. Ñnhernehf ecnhjqcndf vyjujrhfnyj
lhj,bncz.
Ñktlcndbt: rjycnherwbz kjujnbgf ljk;yf jnhf;fnm ckj;yjcnm dyenhb ghjcnjq ajhvs.
6. Òjxyjcnm
Îcyjdfybt: lfyysq rhbnthbq ghfrnbxtcrb yt nht,etn j,]zcytybz.
Òjxyjcnm — jcyjdyjt nht,jdfybt, ghtl]zdkztvjt r vbrhj'ktrnhjyysv
ecnhjqcndfv.
Ñktlcndbt: d pyfrt ljk;ys ghbcencndjdfnm njyrbt, vtkrbt ltnfkb, rjnjhst ,elen cbvdjkbpbhjdfnm njxyjcnm.
7. Ífghz;tyyjcnm (,kbpjcnm ghjnbdjgjkj;ys[ 'ktvtynjd yf uhfyb rjynfrnf)
 lfyyjv ckexft bvttncz d dble yt abpbxtcrbq nthvby.
Îcyjdfybt: ÊÌÎÏ-nt[yjkjubz jcyjdfyyfz yf p-n-gtht[jlt, d rjnjhjv
njkobyf b lkbyyf rfyfkf gjcnjzyyj evtymiftncz. Ývbnnthysq
b rjkktrnjhysq gtht[jl gjcnjzyyj ghb,kb;f.ncz lheu lheue, f dtkbxbyf
pfgbhf.otuj ckjz jrcblf rhtvybz evtymiftncz lj ghtltkmyjq. Âct 'ktvtyns
yf[jlzncz d gjcnjzyyjv yfghz;tybb, dct yf xenm-xenm, dct yf yfyjvtnhf[.
Åcnm dct jcyjdfybt gjkfufnm, xnj b d lheub[ nt[yjkjubz[
(yfyjnt[yjkjubb, cdth[ghjdjlbvjcnm) yfghz;tyyjcnm ghbcencndetn, gj'njve
lfyysq rhbnthbq vj;yj cxbnfnm yt pfdbczobv jn nt[yjkjubb.
Ñktlcndbt: d kjujnbgt ytj,[jlbvj cjplfnm njxrb bkb j,kfcnb ,kbpjcnb
hfpyjbvtyys[ 'ktvtynjd, lf,s bvbnbhjdfnm yfghz;tybt vt;le ybvb.
8. Âytnt[yjkjubxyjcnm
Îcyjdfybt: pyfr ljk;ty ,snm hfccxbnfy yf nj, xnj xthtp ytcrjkmrj
ltcznrjd ktn nt[yjkjubb ghjbpdjlcndf ÈÑ rfhlbyfkmyj gjvtyz.ncz. Çyfr
ljk;ty jcnfdfnmcz frnefkmysv b yt ecnfhtdfnm vjhfkmyj.
Ñktlcndbt: jgbhfzcm yf bpdtcnyst d yfcnjzott dhtvz nt[yjkjubb
(ÊÌÎÏ), ecnhjqcndf (gjkeghjdjlybrjdsq nhfypbcnjh) b kjubre (,ektdf
kjubrf) ghb hfphf,jnrt pyfrf ytkmpz gjkmpjdfnmcz hfcghjcnhfytyysvb
c[tvfnbxtcrbvb j,hfpfvb, dspsdf.obvb jlyjpyfxyst fccjwbfwbb. Ítj,[jlbvj
ghblevfnm eybdthcfkmysq, dytdhtvtyyjq pyfr.
Òtvf ckj;yfz, vyjujuhfyyfz, gj'njve rhbnthbtd gjkexbkjcm vyjuj. Êfr
ghfdbkj, nht[-gznb rhbnthbtd ljcnfnjxyj lkz ajhvbhjdfybz xtnrjq c[tvs
hf,jns yfl pyfrjv. Â lfyyjv ckexft, e;t gjyznyj, xnj cnhjuj
ghblth;bdfnmcz dct[ djcmvb yt htfkmyj. Äkz ct,z jghtltkbv, xnj hfpyst
dfhbfyns pyfrjd ljk;ys eljdktndjhznm hfpysv yf,jhfv rhbnthbtd,
gthtctrfzcm d jcyjdys[: rjvgfrnyjcnm, lefkmyjcnm, lbyfvbrf b yfghz;tyyjcnm.
Ñgbcjr vj;yj gjrfpfnm pfrfpxbre rfr ytrbq ghjvt;enjxysq htpekmnfn
hf,jns. Âjpvj;yj, jy rfr-nj tuj crjhhtrnbhetn bkb lfcn rfrbt-nj wtyyst
pfvtxfybz.
Òdjhxtcrbq gjbcr
Òfrjt uhjvrjt yfpdfybt, f xnj gjl ybv crhsdftncz? Äf ybxtuj
jcj,tyyjuj: cblbv d rhtckt, ckeiftv k.,bve. vepsre, pflevxbdj djlbv
gj ,evfut rfhfylfijv, hbcetv njxtxrb, gfkjxrb, pfrjh.xrb. Èphtlrf jyb
ghbj,htnf.n rfre.-nj jcvscktyye. ajhve. Ýnj dt[b ndjhxtcrjuj gjbcrf,
n.t. rfrbt-nj htpekmnfns.
Ðtpekmnfns ,sdf.n hfpyst. 80% «jcvscktyys[ ajhv» ktnzn d rjhpbye
ghzvj d ghjwtcct gjbcrf. Ëtnzn gj hfpysv ghbxbyfv, ghj rjnjhst ljkuj
hfccrfpsdfnm. Åot 15% jnctbdf.ncz yf cnflbb fyfkbpf, rjulf cjplfyyst
ghjnjnbgs fyfkbpbhe.ncz d cjjndtncndbb c jgbcfyysvb hfytt rhbnthbzvb.
Îcnftncz ytcrjkmrj ghjwtynjd pthty (nt[ cfvs[, rjnjhst jnltktys jn
gktdtk).
Ïhbywbgbfkmyj yt bcgjkmpe. yf 'njv 'nfgt rjvgm.nth, gjnjve xnj
njkmrj vtiftn. Ñrjhjcnm gjbcrf b tuj dfhbfynyjcnm pyfxbntkmyj
cyb;f.ncz. Ífqlz rfre.-nj blt., edktrftimcz b yfxbyftim tt «vexbnm»,
ljdjlbnm lj evf b yfdjlbnm kjcr, f 'nj cjdthityyj kbiytt. Âct ghjcnj:
ndjhxtcrbq gjbcr — hf,jnf yf rjkbxtcndj, f yt yf rfxtcndj.
È djn 'nfg ndjhxtcrjuj gjbcrf yf bc[jlt, ds ds;fns rfr kbvjy,
yf gjke b djj,ot dtplt d jrhe;f.otv dfc ghjcnhfycndt dfkz.ncz ltcznrb
bcxbhrfyys[ kbcnjxrjd, f ult-nj chtlb yb[ ;bhysvb rhe;jxrfvb
b djcrkbwfntkmysvb pyfrfvb jnvtxtys 5-10 dfhbfynjd hf,jxb[ bltq.
Ðf,jxb[ d njv cvsckt, xnj jyb gthcgtrnbdyst b c ybvb vj;yj lfkmit
hf,jnfnm.
Ëbhbxtcrjt jncnegktybt ghj ndjhxtcrbq rhbpbc b dlj[yjdtybt
Ïjyznyj, xnj ndjhxtcrbq gjbcr yt vj;tn ghj[jlbnm hfdyjvthyj. Ë.,jq
ndjhxtcrbq gjbcr hfyj bkb gjplyj pfrfyxbdftncz ndjhxtcrbv rhbpbcjv.
Ðtxm ctqxfc yt j ukj,fkmyjq lbghtcce[t, f j vfktymrbvb kjrfkmys[
cnegjhf[. Ïhbhjlf b[ yt zcyf, [jnz kbxyj z ,s c eljdjkmcndbt gjxbnfk
rfrjt-yb,elm bccktljdfybt j vtnjlf[ ghtleght;ltybz b ,jhm,s
c ndjhxtcrbvb rhbpbcfvb.
Êf;lsq c ybvb ,jhtncz gj cdjtve. Ífxbyfz jn ghjuekrb gj cdt;tve
djple[e b pfrfyxbdfz rjatbyfvb-fvatnfvbyfvb. Íj rjytxyj cfvsq
hfcghjcnhfytyysq cgjcj, ,jhm,s cj cnegjhjv, rjnjhsv gjkmpe.ncz
b ,tpspdtcnysq ahbkfycth b hf,jnybr rhegyjq lbpfqythcrjq rjynjhs —
ukzywtdsq rfnfkju The Best of the Best of Super Logos (yfpdfybt
eckjdyj)!
Íf cfvjv ltkt, ybxtuj gkj[juj d rfnfkjuf[ ytn, ghjcnj yflj evtnm bvb
gjkmpjdfnmcz. Âjn, yfghbvth, [dfnfnmcz pf rfnfkju d cfvsq hfpufh
ndjhxtcrjuj gjbcrf d yflt;lt gjlcvjnhtnm nfv rfrjq-yb,elm htdjk.wbjyysq
lbpfqythcrbq ghbtv cjdthityyj yt cnjbn. Êfnfkju — 'nj ljgbyu.
È cjdthityyj yt evtcnyj tuj ghbvtyznm, rjulf ds tot gjkys cbk
b ndjhxtcrjq 'ythubb. Òdjhxtcrbq rhbpbc — 'nj bkk.pbz dfitq ndjhxtcrjq
bvgjntywbb, gjcktlcndbt gthtenjvktybz. Íflj xtv-yb,elm dlj[yjdbnmcz
b dct ghjqltn, lf;t yt dlj[yjdbnmcz, f ghjcnj ytvyj;rj gthtlj[yenm
jn gjcnjzyys[ evcndtyys[ ecbkbq. È rfnfkju nen yt gjvj;tn. Òjkmrj
pfuhepbn tot ,jkmit.
×tv ;t gj,fkjdfnm cdjq ecnfdibq dpjh b bpyehtyysq vjpu? Áfyfkmyj —
ntv, xnj tuj hfletn. Ó;t lfdyj yfcnhjtyysq yf ye;ye. djkye, vjpu cfv
dsltkbn bp, rfpfkjcm ,s, jndktxtyys[ ghjbpdtltybq, ytj,[jlbve. dfv
'cctywb.. Ïj,hjlbnt gj cfqnfv k.,bvs[ bkk.cnhfnjhjd, gjcvjnhbnt hf,jns
rfrjuj-yb,elm [elj;ybrf, c[jlbnt yf ajnj-dscnfdre.
×nj,s yt ,snm ujkjckjdysv, ghbdtle ghbvth jlyjq tlbycndtyyjq hf,jns,
rjnjhfz dsdtkf vtyz d lfyyjv ghjtrnt bp ndjhxtcrjuj cnegjhf. Ýnj ,skf
rfhnbyf Ìbrtkfyl;tkj «Ñjndjhtybt Àlfvf».
Ãkzlz yf 'ne rfhnbye, z gjyzk, xnj gthtlj vyjq
gthdsq d vbht nhfypbcnjh: tot ctreylf b Àlfv bp cjcnjzybz 0 gthtqltn
d cjcnjzybt 1!
Íbxtuj ,jktt yfghz;tyyjuj z d ;bpyb cdjtq yt dbltk. Êf;tncz, xnj ctqxfc vt;le gthcnfvb Âctdsiytuj b Àlfvf ghjcrjxbn bcrhf.
Înhbcjdrf
Ìs jcnfyjdbkbcm yf njv, xnj e yfc yf herf[ ytcrjkmrj xthyjds[
yf,hjcrjd b, yfrjytw, yfcnfk njn vjvtyn, rjulf vj;yj djcgjkmpjdfnmcz
rjvgm.nthjv. Ïjkmpetvcz.
Înhbcjdrf, ytcvjnhz yf nj, xnj jn yfpdfybz dttn henbyyjq
b dnjhbxyjcnm., yf cfvjv ltkt zdkztncz gjkyjwtyysv ndjhxtcrbv
ghjwtccjv. Êfr dblyj bp bkk.cnhfwbq, ytrjnjhst yf,hjcrb ghtnthgtkb
rfhlbyfkmyst bpvtytybz, cj[hfybd kbim jcyjdye. blt..
Ítrjnjhst bltb jxtym ckj;yj htfkbpjdfnm rfhfylfijv bkb 'ktrnhjyysv
gthjv, ,tp njxyjq, ltnfkmyjq ghjhbcjdrb, b d dblt yf,hjcrjd jyb buhf.n
bcrk.xbntkmyj rjywtgnefkmye. hjkm. Äf;t tckb uhfabxtcrbq j,hfp
gjkexftncz ybrfrjq, vs-nj, lbpfqyths, bynebnbdyj gjybvftv, xnj bp bltb
vj;yj tot vyjuj xtuj ds;fnm, djcgjkmpjdfdibcm njxysvb bycnhevtynfvb
uhfabxtcrjq ghjuhfvvs. Ýnj rfr hfp njn 'nfg, rjulf rjvgm.nth vj;tn
ltqcndbntkmyj gjvjxm d ndjhxtcndt.
Àyfkbp dfhbfynjd
Ó yfc tcnm 7 gjntywbfkmys[ dfhbfynjd kjujnbgf. Íj 'nj cjdthityyj
yt jpyfxftn, xnj b[ dct ye;yj dskj;bnm gthtl pfrfpxbrjv. Äf, e ytuj
,eltn ,jktt xtv ,jufnsq ds,jh, yj 'nj cjvybntkmysq gk.c. Ïhfrnbrf
gjrfpsdftn, xnj rjulf e xtkjdtrf lfktrjuj jn lbpfqyf ckbirjv ,jkmijq
ds,jh, jy nthztncz b ds,bhftn yt cfvsq kexibq dfhbfyn. Äbpfqythe ;t
cltkfnm nfrjt ,jkmijt rjkbxtcndj dfhbfynjd «yf jnkbxyj» jxtym ckj;yj,
f ukfdyjt — yt ye;yj. Ïj'njve ytj,[jlbvj ghjdtcnb ghtldfhbntkmysq
jn,jh, ntv cfvsv vs j,ktuxbv ds,jh rkbtyne b gjdscbv rfxtcndj hf,jns,
nfr rfr e yfc jcnfytncz ,jkmit cbk b dhtvtyb yf jcyjdfntkmye. ljhf,jnre
jcnfdib[cz dfhbfynjd.
Ñrjkmrj dfhbfynjd gjrfpsdfnm pfrfpxbre? ß crkjyz.cm r nhtv. Õjnz
ytrjnjhst ghtlgjxbnf.n gjrfpsdfnm djj,ot ldf dfhbfynf, endth;lfz, xnj
b jn nht[ dfhbfynjd e pfrfpxbrf ukfpf hfp,tuf.ncz, b yf htpekmnfn
ds,jhf yfxbyf.n cbkmyj dkbznm xtkjdtxtcrbt rfxtcndf, ghtdhfofz ds,jh
kjujnbgf d hektnre. Òfrbv j,hfpjv, ,jkmit xtv yfl nhtvz dfhbfynfvb
hf,jnfnm vj;yj, yj tckb e ghjtrnf otlhsq ,.l;tn b j,ibhyst dhtvtyyst
hfvrb, gjnjve rfr dct dfhbfyns ljk;ys ,snm jlbyfrjdj rfxtcndtyysvb. Êjkbxtcndj dfhbfynjd yflj jujdfhbdfnm, cfvj cj,jq, tot lj yfxfkf hf,jns.
Ènfr, ghjdjlbv fyfkbp. È jgznm vs j,hfoftvcz r dshf,jnfyysv yfvb
rhbnthbzv. Òjkmrj fyfkbp yf 'njn hfp ghjdjlbncz ,jktt dpdtityyj
b jcyjdfntkmyj. Òfr;t ytgkj[j yf 'njv 'nfgt gjrfpfnm kjujnbgs
jlyjve-ldev rjkktufv. Ïhb 'njv, gjvyz j rjyabltywbfkmyjcnb,
hfccrfpsdfnm j ghjtrnt cjdthityyj yt j,zpfntkmyj. Äjcnfnjxyj, xnj,s
rjkktub jwtybkb rjycnherwb. pyfrf, tuj jhbubyfkmyjcnm, cjjndtncndbt
rhbnthbzv.
Ífghbvth, z yf 'njq cnflbb j,sxyj ght,sdf. d cjcnjzybb kturjq
'qajhbb jn ghtldreitybz rjywf hf,jns. Ädf juhjvys[ 'nfgf — hf,jnf
c vfnthbfkjv b ndjhxtcrbq gjbcr — gjpflb, b vyt gjcrjhtt [jxtncz
pfrjyxbnm hf,jne b gjrfpfnm htpekmnfn pfrfpxbre (b, rjytxyj ;t,
ecksifnm jn ytuj djc[botyyst jnpsds). Â nfrjq cbnefwbb pfxfcne.
ljdjkmyj htprbt jnpsds rjkktu zdkz.ncz [jkjlysv leitv, pfcnfdkz.n
dpukzyenm yf hf,jne rhbnbxtcrbv dpukzljv b djdhtvz bcghfdbnm jib,rb,
rjnjhst «pfvsktyysq» ukfp yt dblbn.
Âfhbfyns jnj,hfyyst d htpekmnfnt fyfkbpf
Äjhf,jnrf ds,hfyys[ dfhbfynjd
Ít cvjnhz yf nj, xnj d ds,hfyys[ dfhbfynf[ rjycnherwbz pyfrf zdyj
ghjckt;bdftncz, jyb gj-ght;ytve lfktrb jn cjdthitycndf. Ïj'njve jgznm
drk.xftv k.,bve. vepsre b ghbcnegftv r pfdthif.otq cnflbb hf,jns yfl
kjujnbgjv. Êhenbv, dthnbv, gjldthuftv cjvytyb. rf;lsq bpub, ajhvs,
ltkftv vyjuj dfhbfynjv b chfdybdftv b[ vt;le cj,jq.
Ó [elj;ybrjd tcnm nfrjt gjyznbt — «gthtujhtnm», n.t. pfhf,jnfnmcz
b cdjbvb lfkmytqibvb «ecjdthitycndjdfybzvb» yfxfnm gjhnbnm hf,jne. Òfr
djn ukfdyjt — djdhtvz jcnfyjdbnmcz b gjyznm, xnj kjujnbg ujnjd. Íj ,snm
ujnjd kjujnbg ljk;ty. Íb d rjtv ckexft ytkmpz yfltznmcz yf nj, xnj djn
ctqxfc yf,hjcf. ,scnhtymrj cshst dfhbfyns, f gjnjv, rjulf pfrfpxbr
ds,thtn, njulf b ljhf,jnf.. Ïjnjv vj;tn ,snm gjplyj.
Ènfr, dfhbfyns ujnjds. Êkfltv yf ,k.ltxrj c ujke,jq rftvjxrjq
b gjlftv gjl gbrfynysv cjecjv. ß bvt. d dble rhfcyjhtxbdst rjvvtynfhbb.
Âtlm ljk;ys ;t vs gjzcybnm pfrfpxbre, xnj cbvdjkbpbhetn tuj yjdsq
kjujnbg, xnj,s jy c ujhljcnm. vju yfgbcfnm j, 'njv d rjhgjhfnbdyjq
ljrevtynfwbb.
Ëjujnbg cbvdjkbpbhetn p-n-gtht[jl, f nfr;t gtht[jl cjcnjzybz (0/1,
cbuyfk/ytn cbuyfkf). Â kjujnbgt jnj,hf;tyf lbyfvbrf evtymitybz hfpvthjd
'ktvtynjd byntuhfkmyjq c[tvs (,tkst rdflhfns yf lbfujyfkb). Ödtnjdfz
gfkbnhf kjujnbgf cjcnfdktyf bp lde[ xbcns[ (c njxrb phtybz
gjkbuhfabxtcrjuj ghjwtccf) rhfcjr: ujke,jq b gehgehyjq b cbvdjkbpbhetn
gjkj;bntkmyst b jnhbwfntkmyst 'ktvtynfhyst xfcnbws d ghjdjlzotv
vfnthbfkt.
Ëjujnbg cbvdjkbpbhetn vbrhjc[tve, p-n-gtht[jl, f nfr;t gtht[jl
cjcnjzybz (0/1, cbuyfk/ytn cbuyfkf). Â kjujnbgt jnj,hf;tyf lbyfvbrf
evtymitybz hfpvthjd 'ktvtynjd byntuhfkmyjq c[tvs, gjchtlcndjv nht[
uhflfwbq hfpvthjd: ,jkmijq rdflhfn — uf,fhbns kjujnbgf, rdflhfns
chtlytuj hfpvthf, bp rjnjhs[ jy cjcnjbn, b vfktymrbq rdflhfn, rjnjhsq
gjkexty gentv gthtctxtybz lde[ chtlyb[ rdflhfnjd. Â kjujnbgt gjrfpfyf
lbyfvbrf edtkbxtybz gkjnyjcnb hfpvtotybz 'ktvtynjd vbrhjc[tvs: ldf
rdflhfnf c hfpht;tyyjq inhb[jdrjq, rdflhfn gj cthtlbyt c eldjtyyjq
inhb[jdrjq. Ödtnjdfz gfkbnhf cjcnfdktyf bp 2 xbcns[ wdtnjd,
cbvdjkbpbhe.ob[ gjkj;bntkmysq b jnhbwfntkmysq pfhzls.
Ëjujnbg
cbvdjkbpbhetn hf,jne nhfypbcnjhf. Çyfr vj;yj bynthghtnbhjdfnm rfr c[tve
'ythutnbxtcrb[ ehjdytq d vjvtyn gthtrk.xtybz nhfypbcnjhf. Òfr;t vj;yj
tuj hfccvfnhbdfnm rfr eckjdyjt bpvtytybt yfghfdktybt njrf (njyrfz
ntvyfz kbybz) jn 'vbnnthf r rjkktrnjhe d vjvtyn gthtrk.xtybz
nhfypbcnjhf. Ífrjytw nhb uhfabxtcrb[ 'ktvtynf j,]tlbytyyst d jlye
rjvgjpbwb. cbvdjkbpbhe.n 'ktvtyns nhfypbcnjhf (dth[ — 'vbnnth,
cthtlbyf — ,fpf/rfyfk, ybp — rjkktrnjh). Åckb gthtrk.xbnm djcghbznbt
yf ,tkst ajhvs pyfrf, nj ldt ,tkst kbybb cbvdjkbpbhe.n eghfdkz.obq
cbuyfk (dth[ybq) b eghfdkztvsq (yb;ybq), rjnjhsq vtyztn cdjt cjcnjzybt
ghb gjkextybb eghfdkz.otuj cbuyfkf.
Íf 'njv hf,jnf lbpfqythf ghfrnbxtcrb pfrfyxbdftncz. Âgthtlb nhelysq ds,jh rkbtynf, ,bndf pf ufhvjyb. b njh;tcndtyyjt hfphtpfybt ktynjxtr. Äfktt — hf,jnf yfl abhvtyysv cnbktv. Íj 'nj e;t cjdctv lheufz bcnjhbz. Ëjujnbg: infvgs, vjlf, gkfubfnÑtujlyz vs gjujdjhbv j dczrjuj hjlf rkjyf[ yf hsyrt fqltynbrb: ckexfqys[ b yt jxtym.
Ønfvgs
Ïhtlcnfdmnt, xnj ds ybxtuj yt gjybvftnt d lbpfqyt, f dfc ghjczn
hfphf,jnfnm kjujnbg lkz cnjvfnjkjubxtcrjq rkbybrb. ×nj ds hbcetnt?
Ïhfdbkmyj — pe,. Âs, rjytxyj ;t, gjghj,etnt tuj yfhbcjdfnm nfr, rfr
lj dfc ybrnj yt hbcjdfk: nfrbv pljhjdsv-pljhjdsv, nfrbv ,tksv-,tksv,
nfrbv rheuktymrbv b drecytymrbv. Íj rfr ,s ds yt cnfhfkbcm, f ghjnbd
ghbhjls yt gjghtim, lf;t e ytuhjd d Àahbrt pe,s nfrbt ;t, rfr e dfc,
b ds 100% yfhbcetnt nj, xnj rhfcetncz yf cjnyz[ cnjvfnjkjubxtcrb[
rkbybrf[ gj dctve vbhe: ,tkjcyt;ysq pe, yf ajyt ujke,jq jrhe;yjcnb.
Ïjxtve jrhe;yjcnb? À gjnjve xnj e rheuf ytn eukjd, rjnjhst vjuen
fccjwbbhjdfnmcz c ,jkm.. Ïjxtve ujke,jq? À gjnjve xnj ujke,jq
ecgjrfbdftn b vtymit dctuj fccjwbbhetncz c ,jkm.… È ukfdyjt yt pf,snm
rhfcbdsq b vjoysq rjhtym, rfr ,elnj 'nj pe, yt xtkjdtrf, f rj,sks.
Çfxtv rjhtym? Âjn 'nj jcnftncz lkz vtyz pfuflrjq. Âtlm j,sxysq xtkjdtr
nfrjq pe, vj;tn dbltnm njkmrj d jlyjv ckexft, rjulf tuj kbif.n 'njuj
pe,f. Òjkmrj ,jknf.otujcz ythdf c recjxrjv vzcf yt [dfnftn lkz gjkyjns
rfhnbys…
Ýnj z nen cnjkmrj yfgbcfk ghj jlby pe,. À crjkmrj dctuj vj;yj
yfgbcfnm ghj nfrbt dytyfwbjyfkmyst cbvdjks rfr ptvyjq ifh, xtkjdtxtcrfz
gznthyz, ukfp (rcnfnb, xnj ,s ds ghblevfkb lkz janfkmvjkjubxtcrjq
rkbybrb?), pdtple, cthltxrj, xfire rjat b tot vyj;tcndj kjrfkmys[
infvgjd lkz cath j,cke;bdfybz b njhujdkb.
Çdtplyst kjujnbgs
Òen ;t ghbvth c lheujq cnjhjys. Âs ybrjulf yt pflevsdfkbcm, gjxtve
fdnjcfkjys jxtym htlrj bcgjkmpe.n d rfxtcndt cdjtuj kjujnbgf rjktcj bkb
hekm? Ìj;tn jyb ghjcnj yf[jlzncz yf njq 'djk.wbjyyjq cnegtyb, rjulf
tcnm gjybvfybt, xnj njhuetim yt rjktcfvb, f vtxnjq bkb, d rhfqytv
ckexft, bvbl;tv? Òjulf gjxtve lfynbcnfv yt [dfnftn vjpujd gjyznm, xnj
jyb njhue.n yt dslhfyysvb pe,fvb, b lf;t yt eks,rfvb (rfr jyb dlheu
lhe;yj c rfrjuj-nj ,eleyf htibkb), f ghjatccbjyfkmysv htitybtv
vfktymrb[ xtkjdtxtcrb[ nhelyjcntq, c rjnjhsvb vjuen cghfdbnmcz njkmrj
jyb?
Ïthtkjv cjpyfybz ljk;ty ghjbpjqnb ght;lt dctuj e pfrfpxbrjd
lbpfqy-eckeu, yj yt ,tp gjvjob hf,jnybrjd 'njq caths: ,htyl-vtytl;thjd,
vtytl;thjd gj hf,jnt c rkbtynfvb b, rjytxyj, cfvb[ lbpfqythjd. Äkz
lbpfqythjd cnjbn jxtym ckj;yfz pflfxf: cyfxfkf gthtkjvfnm ct,z («fff,
dct hfdyj pfhe,zn!») b cltkfnm xnj-nj cjdthityyj yjdjt, f gjnjv
gthtkjvfnm pfrfpxbrf («yeee, ,fntymrf, xnj ; ds vyt nfrjt ghbytckb?…
vj;tn ghjcnj pe, yfhbcetv?»). Çflfxf ckj;yfz, yj djpvj;yfz.
Âsdjls. Àccjwbfwbb gthdjuj ehjdyz — d rjhpbye.
Ècrk.xtybz. Âs nfkfynkbdsq lbpfqyth b dfv elfkjcm gjlfnm bp,bnsq cbvdjk d yjdjv hfrehct (pe,, dbl cybpe ;))
Ôjyl gjvjob ,tpljvysv ;bdjnysv. Äbpfqyths: Àktrcfylh Øbhsitd b Ëtyf Êke,ybxrbyf. Îhbubyfkmyfz gjlfxf bp,bnjuj cbvdjkf
Ìjlf
Ìjlf ghb[jlbn b e[jlbn, f kjujnbg d bltfkt ljk;ty ,snm dtxty.
Êjytxyj, tcnm nfrfz inerf rfr jvjkj;tybt kjujnbgf bkb ghjot ujdjhz
htcnfqkbyu. Äj 'njuj hfyj bkb gjplyj lj[jlbn k.,fz Êjvgfybz, lf;t nf,
rjnjhfz rbxbncz cdjbvb nhflbwbzvb. È dct ;t lkz njuj, xnj,s htlbpfqy
ghj[jlbk ,tp,jktpytyyj lkz ,htylf, ytj,[jlbvj, xnj,s e kjujnbgf ,skf
rhtgrfz jcyjdf, yf rjnjhe. dhtvz jn dhtvtyb vj;yj «yfgskznm» vjlyjcnm.
Ò.t. lkz [jhjituj kjujnbgf vjlf — dnjhbxyf. È yfj,jhjn, fqltynbrf
cltkfyyfz njkmrj gj dtzym. vjls ,scnhj ecnfhtdftn b ye;lftncz
yt d htcnfqkbyut, f d ht,htylbyut, rjulf jn cnfhjuj kjujnbgf ybxtuj
yt jcnftncz. Ïjyznyj, xnj dnjhjq dfhbfyn cdzpfy c ,jkmibvb
pfnhfnfvb, b djpvj;yj c enhfnjq Êjvgfybtq rfrb[-nj gjpbwbq, gjnjve xnj
lf;t gkj[fz vfhrf cj dhtvtytv ghbj,htnftn wtyyjcnm.
Îcyjdyst ghjbpdjlbntkb «vjlys[» kjujnbgjd — «dlj[yjdktyws» —
k.,bntkb lthyenm rfrjq-yb,elm ghbtvxbr bp byjcnhfyyjuj rfnfkjuf, rjb[
ctqxfc dtkbrjt vyj;tcndj. È[ hf,jnf yfl kjujnbgjv yfxbyftncz, rfr
ghfdbkj, c hf,jns yfl 'nbv bcnjxybrjv xe;b[ bltq: cblzn, kbcnf.n,
«dlj[yjdtybt» boen, yf[jlzn — gththbcjdsdf.n. Ít jlby d jlby, rjytxyj,
xnj ds! Òjkmrj xenm-xenm gj[j;t, lf b yt gj[j;t-nj cjdctv, tckb
ghbcvjnhtnmcz, b wdtn yt njn b ajhvf lheufz… Â j,otv, xtcnyst ht,znf.
Òfr;t vjlysvb kjujnbgfvb uhtifn dt,-cnelbb, ghfrnbre.obt
«rjvgktrcysq gjl[jl»: «Ìs hfphf,jnftv dfv j,fkltyysq cfqn, njkmrj e dfc
kjujnbg yt f[nb. Õjnbnt, vs dfv tuj gthtltkftv? Ñjdctv pf ytljhjuj».
Âgjkyt hfcghjcnhfytyyfz cbnefwbz, rjulf e pfrfpxbrf pfrfpfdituj cfqn
ltqcndbntkmyj gkj[b ltkf c kjujnbgjv, yj nj, xnj ds[jlbn bp-gjl herb
dt,-lbpfqythf pfxfcne. yt yfvyjuj kexit. Ñ 'cntnbxtcrjq njxrb phtybz
jy vj;tn ,snm cltkfy jxtym lf;t ybxtuj (ytpfdbcbvj jn cgtwbabrb xedcndj
rjvgjpbwbb kb,j tcnm, kb,j ytn — yf 'nj, rcnfnb, b yfgbhf.n cnjhjyybrb
«rjvgktrcyjuj gjl[jlf»), yj yfpdfnm tuj gjkyjwtyysv ybrfr ytkmpz. Ýnj
kjujnbg-dhtvzyrf, kjujnbg-gecnsirf. Äf b jnrelf dpznmcz [jhjij
ghjlevfyyjve kjujnbge c rhtgrjq blttq, tckb jy ltkftncz pf jlye yjxm,
rfr erhfitybt r ifgrt cfqnf.
×nj ;t ghtlcnfdkz.n bp ct,z vjlyst gjlltkrb gjl fqltynbre? Ítcrjkmrj
ktn yfpfl ghjitk yfcnjzobq ,ev «njxtxys[» kjujnbgjd, rjulf dct rjve
yt ktym dfzkb hfpkbxyst nt[yjutyyst ajhvs bp hfpyjwdtnys[ njxtxtr.
Ïjnjv ajhvs b wdtnf d gfkbnht pfrjyxbkbcm, b vjlf ghjikf, yj jnujkjcrb
cksiys lj cb[ gjh. Ïhbxtv 'nb jnujkjcrb ybxtuj rhjvt ytljevtybz
yt dspsdf.n: nj kb fdnjhs ghjcgfkb «,ev», nj kb htibkb nhz[yenm
cnfhbyjq, nj kb c[dfnbkb ghjchjxtyysq rfnfkju gj jib,rt.
Ísyt tcntcndtyysv ghjljk;tybt «njxtxyjuj» yfghfdktybz cnfkf tuj
cdjtj,hfpyfz venfwbz, rjnjhe. vj;yj j,jpyfxbnm rfr «pfgkfdktyyst
njxtxrb». În b[ j,bkbz djrheu hz,bn d ukfpf[.
Ìfkfz xfcnm pfhe,t;ys[ kjuj. Ó yfc hfpvth 'njuj lehikfuf yt vtymit…
Ìjlyst ntyltywbb d «kjujnbgjcnhjtybb» vj;yj jnckt;bdfnm
lj ,tcrjytxyjcnb. Ñvsck jlby: djpybrf.n jyb zdyj yt gecnjv vtcnt,
b d ytrjnjhs[ ckexfz[ b[ ghbvtytybz jghfdlfyj j,]trnbdysvb ghbxbyfvb
(nt ;t njxtxrb, r ghbvthe, bltfkmyj cbvdjkbpbhe.n wbahjdst nt[yjkjubb,
yj… wbahjdjq nt[ybrb dct ,jkmit, f njxtxrf jlyf), yj dgjcktlcndbb,
rjulf ntyltywbz gjl[dfnsdftncz njkgjq lbktnfynjd, jyf ghbj,htnftn ajhve
,tplevyjuj rjgbhjdfybz cj dctvb dsntrf.obvb yt[jhjibvb gjcktlcndbzvb.
Ïhbxtv d jnkbxbt jn ghtlsleotuj ckexfz, rkbtyns pltcm cfvst yfcnjzobt
;thnds. Èv 'nb ntyltywbb d bylecnhbb lbpfqyf lj kfvgjxrb, b hfpybwe
vt;le rhfcbdsv kjujnbgjv b kjujnbgjv [jhjibv jyb yt dblzn.
Äfyysq ghbvth, zdkzzcm rkbybxtcrbv ckexftv,
ufhvjybxyj pfdthiftn 'njn hfpltk. Ðfphf,jnxbrb cdth[e dybp: switchfoot
creative, Landor and Associates, Kontrapunkt. Ïhj [hjyjkjub. cjplfybz
kjujnbgjd fdnjhe cnfnmb ybxtuj yt bpdtcnyj
Âsdjls. Åckb rf;tncz, xnj ,tp vjlyjuj ghbtvf yt
j,jqnbcm, gjlevfqnt tot hfp [jhjitymrj. Ó pflfxb hfphf,jnrb pyfrf
ybrjulf yt ,sdftn tlbycndtyyjuj htitybz. Âctulf tcnm ytnhbdbfkmyst
dfhbfyns, rjnjhst vjuen ,snm yfqltys gentv rhjgjnkbdjuj gjbcrf
b egjhyjq hf,jns. Âtcm djghjc dj dhtvtyb.
Ècrk.xtybz Ðtitybt j gjcnhjtybb rjycnherwbb pyfrf
ntv bkb bysv cgjcj,jv ljk;yj ,snm j,levfyysv b dpdtityysv. Âjpvj;yj,
htitybt, rjnjhjt ghbvtn lbpfqyth gthtctxtncz c «vtqycnhbvjv», b dctulf
yfqltncz njn, rnj crf;tn, xnj vjk «e;t dbltk ult-nj nfrjt», yj tckb jyj
(htitybt) ,eltn j,jcyjdfyysv, ukfdyfz wtkm ,eltn ljcnbuyenf: kjujnbg
,eltn ghbyflkt;fnm bvtyyj lfyyjq rjyrhtnyjq Êjvgfybb, jnhf;fnm bvtyyj
tt wtyyjcnb b hf,jnfnm d eybcjy c tt j,hfpjv.
Òjhujdsq ljv «Ífenbkec» Äbpfqyth: Ådutybq Ãjkjdfx.
Ífuhfls yf vt;leyfhjlys[ rjyrehcf[, rjnjhst gjkexbk 'njn pyfr, ujdjhbn
j njv, gjlj,yjt uhfabxtcrjt htitybt ,skj evtcnysv b j,jcyjdfyysv.
Ïkfubfn
 'njv hfpltkt z nj;t cyfxfkf xnj-nj [jntk yfgbcfnm b lf;t ghbdtcnb
rjt-rfrbt ghbvths, yj gjnjv gjlevfk, xnj ghjcne. pfgjdtlm «yt erhflb»
gjybvftn k.,jq xtkjdtr d k.,jq njxrt ptvyjuj ifhf b ujdjhbnm j, 'njv,
gj vtymitq vtht, bpkbiyt. Ålbycndtyyjt, xnj [jntkjcm ,s — ghjdtcnb
xtnre. uhfym vt;le gkfubfnjv b ntvb ytljcnfnrfvb kjujnbgf, j rjnjhs[
yfgbcfyj dsit.
Ëjujnbg, eckjdyj ujdjhz, cjcnjbn bp 2 xfcntq: bltb
b rjycnherwbb. Ìj;yj gjpfbvcndjdfnm blt. b jhbubyfkmyj tt djgkjnbnm
(bynthghtnfwbz infvgf), vj;yj gjpfbvcndjdfnm rjycnherwb. lkz
jhbubyfkmyjq bltb (vjlyst ntyltywbb). Ïj;fkeq, gkfubfnjv vj;yj yfpdfnm
njn ckexfq, rjulf pfbvcnde.n b blt., b rjycnherwb.. È 'njn ytljcnfnjr
e;t yb ghb rfrb[ j,cnjzntkmcndf[ yt cnfytn ljcnjbycndjv. eldesign.ru/write/identity/article02
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