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<\/h4>\n<\/h4>\nAnd no, I'm not exaggerating. Because when we talk about revolutions, we usually imagine armies, barricades, kings and palaces.<\/strong><\/p>\n But this revolution was much quieter. It was contained\u2026 in the pocket.<\/strong><\/p>\n At the end of the 15th century he worked in Venice Aldus Manutius<\/strong> - one of the most outstanding publishers and printers of the Renaissance.<\/p>\n His main idea was surprisingly simple:<\/p>\n The book should not be huge, heavy, or the kind that can only be read at a table.<\/strong><\/p>\n<\/blockquote>\n Manutius began publishing small-format books - octavo<\/strong>.<\/p>\n The page was about three times smaller than in large manuscript and early printed folios.<\/p>\n Such a book could already be take with you.<\/strong><\/p>\n Put it in the bag.<\/p>\n Read on the go.<\/p>\n Hold in hands.<\/p>\n Today this seems perfectly obvious.<\/p>\n And then it was almost a revolution.<\/p>\n Before this, the book was primarily an expensive and prestigious item<\/strong>.<\/p>\n Large volumes were expensive, took up a lot of space, and were often associated with a library, monastery, or scholar's office.<\/p>\n But Manutius actually asked a completely different question: What if the book itself comes to the person?<\/strong><\/p>\n And she went.<\/p>\n But his revolution did not end there.<\/p>\n Manutius published not only contemporary texts.<\/p>\n He returned to the European reader ancient authors<\/strong> - Plato, Aristotle, Sophocles, Homer and many others.<\/p>\n And there's a very important point here. Venice was more than just a beautiful city with canals.<\/p>\n She became one of the main intellectual and publishing centers of Europe. <\/strong>Manuscripts, scholars, translators and publishers flocked here.<\/p>\n Met here: Greek antiquity, Latin culture, Byzantine tradition and new European humanistic thought.<\/strong><\/p>\n And around his printing house, Manutius created a real intellectual network.<\/p>\n He even founded Aldine Academy<\/strong> \u2014 a circle of humanists who worked with Greek texts.<\/p>\n Manutius understood one thing very well: A good book is not just about the content.<\/strong><\/p>\n It's also a form. It is with his publications that the famous italic<\/strong>.<\/p>\n It was created for the Aldine Press by an engraver and calligrapher. Francesco Griffo<\/strong>.<\/p>\n And italic wasn't just a pretty font. It allowed for more text to fit on a small page.<\/p>\n That is, even the font worked towards the main idea:<\/p>\n make the book compact, convenient and suitable for reading.<\/strong><\/p>\n Manutius's famous publisher's mark also appeared on his publications: a dolphin wrapping itself around an anchor.<\/strong><\/p>\n It is associated with the ancient motto: Festina lente \u2014 "make haste slowly."<\/strong><\/p>\n It creates: publishing logo, recognizable font, proprietary format, editorial policy and quality system.<\/strong><\/p>\n In fact - publishing brand<\/strong> long before the word "branding" even appeared in our vocabulary.<\/p>\n She did much more than just become more convenient. She changed the culture of reading itself. <\/strong>The book has ceased to be just an object to be kept.<\/p>\n She became an object that carry with them. <\/strong>And ideas began to travel with her.<\/p>\n From person to person.<\/p>\n From city to city.<\/p>\n From one generation to another.<\/p>\n We're used to thinking that big changes look big\u2014loud. impressive.<\/p>\n But sometimes a revolution starts quite differently. From a small page. <\/strong>From a new font. From good editorial work. From the idea of making a complex thing a little more accessible.<\/p>\n And one day it turns out that this small change has already changed the way millions of people read, think, and share knowledge.<\/p>\n So the next time you're walking around Venice and see an old printing house or just pick up a small book, remember:<\/p>\n there used to be such a small book a great technological and cultural revolution.<\/strong><\/p>\n And perhaps one of Venice's most important revolutions had nothing to do with ships, wars, or gold at all.<\/p>\n It started with a page that could finally be put in your pocket.<\/strong><\/p>\n And carry it further.<\/p>\n Along with the idea.<\/strong><\/p>","protected":false},"excerpt":{"rendered":" \u041c\u0430\u043b\u0435\u043d\u044c\u043a\u0430\u044f \u043a\u043d\u0438\u0436\u043a\u0430, \u043a\u043e\u0442\u043e\u0440\u0430\u044f \u043d\u0430 \u0441\u0430\u043c\u043e\u043c \u0434\u0435\u043b\u0435 \u0438\u0437\u043c\u0435\u043d\u0438\u043b\u0430 \u0432\u0441\u044e \u0415\u0432\u0440\u043e\u043f\u0443 \u0418 \u043d\u0435\u0442, \u044f \u0441\u0435\u0439\u0447\u0430\u0441 \u043d\u0435 \u043f\u0440\u0435\u0443\u0432\u0435\u043b\u0438\u0447\u0438\u0432\u0430\u044e. \u041f\u043e\u0442\u043e\u043c\u0443 \u0447\u0442\u043e, \u043a\u043e\u0433\u0434\u0430 \u043c\u044b \u0433\u043e\u0432\u043e\u0440\u0438\u043c \u043e \u0440\u0435\u0432\u043e\u043b\u044e\u0446\u0438\u044f\u0445, \u043c\u044b \u043e\u0431\u044b\u0447\u043d\u043e \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u044f\u0435\u043c \u0430\u0440\u043c\u0438\u0438, \u0431\u0430\u0440\u0440\u0438\u043a\u0430\u0434\u044b, \u043a\u043e\u0440\u043e\u043b\u0435\u0439 [\u2026]<\/span><\/p>","protected":false},"author":2,"featured_media":2991,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-2990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-avtorskaya-shkola"],"yoast_head":"\n
\nVenice and the Man Who Made Books Mobile<\/h3>\n
\n
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<\/p>\n
\n\ud83d\udcd6 The book that went to a man<\/h3>\n
\n\ud83c\udfdb\ufe0f Venice is bringing antiquity back to Europe<\/h3>\n
\n\u2712\ufe0f Even the font became part of the revolution<\/h3>\n
\n\ud83d\udc2c "Make haste slowly"<\/h3>\n
Just think about it. Venice at the end of the 15th century. A man creates more than just a printing press.<\/strong><\/span><\/h4>\n
\n\ud83d\udcda So what did the little book do?<\/h3>\n
\nAnd here's what I especially like about this story<\/h3>\n