Name: 隱藏在著名標誌中的含義｜BBC創意網 (The hidden meanings tucked inside famous logos | BBC Ideas)
Uploaded: 2020-10-27T19:55:38.000Z
Duration: 4 min 39 s

它們是日常生活的重要組成部分。

from the toothpaste we use in the morning,

most of the products we see and use are branded with some form

我們看到和使用的大多數產品都帶有某種形式的品牌。

Logos aren't just a label that shows who's responsible

標誌不僅僅是一個顯示誰負責的標籤。

people often choose products based on their perceived value

人們往往根據自己的感知價值來選擇產品。

Think of the celebrity who drives an Aston Martin instead of say,

想想開阿斯頓馬丁的名人，而不是說。

Skoda has often been ranked Car of the Year in many European countries

斯柯達在歐洲許多國家經常被評為年度最佳汽車。

and delivers much better mileage at one tenth of the price.

並以十分之一的價格提供更好的里程數。

But it's Aston Martin's identity that creates images of luxury and status

但是，阿斯頓-馬丁的身份卻為人們塑造了豪華和地位的形象。

and that is what usually clinches the sale.

and the environment in which the logo is displayed.

that draw attention to a brand name on its own.

引起人們對品牌名稱本身的關注。

The type design often gets a custom twist

字體設計往往會得到定製的扭曲

to capture the essence of what the brand does

That could be the loose, flowing feel of Cadbury's or Coca Cola

這可能是吉百利或可口可樂的鬆散、流暢的感覺。

or the more traditional vibe of The New York Times

或更傳統的《紐約時報》的氛圍。

Visual tricks such as the use of negative space

can be applied to add little design magic.

An example is the hidden FedEx arrow that conveys direction and movement.

一個例子是隱藏的聯邦快遞箭頭，傳達方向和運動。

that are usually initials of longer names.

These are about turning a mouthful into something

Another form a logo can take is that of a graphic symbol.

標誌的另一種形式是圖形符號。

Still representing the core of a brand's service,

還是代表著一個品牌的服務核心。

it's often used where space is at a premium -

它經常用於空間有限的地方------。

or that little area beside a website URL.

anything else becomes almost unnecessary.

其他任何東西都變得幾乎沒有必要。

Symbols are particularly well suited for incorporating subtle messages

符號特別適合融入微妙的資訊。

that act as talking points and heighten memorability.

The bear in the Toblerone logo is one example -

Toblerone標誌中的小熊就是一個例子------。

it adds meaning because the bear relates to an old coat of arms

that represents the town where the Toblerone chocolate

代表著Toblerone巧克力誕生地的城市。

It takes its meaning from the entity it represents

它的意義來自於它所代表的實體

This is why, when logos first enter the world,

這就是為什麼，當logo剛進入這個世界的時候。

the mark gets filled with every association people have

whether that's positive, negative or something in between.

不管是積極的，消極的還是介於兩者之間的。

That's exactly how religious symbols work.

but it's about what those shapes have come to represent

但這是關於這些形狀所代表的東西。

in the minds of the people who are looking at them.

Another form of logo is that of a combination mark -

另一種形式的商標是組合商標----------。

essentially a wordmark and symbol together.

本質上是一個字標和符號的結合。

This lets you communicate messages in a slightly different way.

這讓你可以用一種稍微不同的方式來傳達資訊。

Look at how the Amazon logo has it all from A to Z

看看亞馬遜的標誌是如何從A到Z都有的

and even adds a little smile into the mix.

So how can you tell a good logo from bad?

那麼，如何才能分辨出一個好的標誌和壞的標誌呢？

I judge the strength of an idea on the following criteria -

我根據以下標準來判斷一個想法的強弱------。

By appropriate I mean the design needs to be relevant

我說的合適是指設計要有針對性

in shape and form to the client in question.

For example, a logo for a toy maker may need to be fun

例如，一個玩具製造商的標誌可能需要有趣味性。

or a logo for a car racing team may need to appear sleek and dynamic.

或一個賽車隊的標誌可能需要顯得時尚和動態。

By simple I mean that the design can't say too much.

我說的簡單是指設計不能說的太多。

so it's adaptable enough for use in all applications

所以它有足夠的適應性，可以在所有的應用中使用。

from on a billboard or the side of the building

to a social media avatar or a website favicon.

到社交媒體的頭像或網站的圖標。

By memorable I mean that the design also needs to be distinctive -

我所說的難忘是指設計也要有特色------。

A good way of testing this is to describe the design to someone

測試這個問題的一個好方法是向別人描述設計的情況。

and see if they can sketch a fairly accurate likeness.

看看他們能不能畫出相當準確的肖像。

Some of my favourite logos aren't particularly well-known

我最喜歡的一些標誌並不是特別有名的

but they've stuck with me because they all share those same traits.

但他們已經堅持了我 因為他們都有相同的特點。

Telling a relevant story with simplicity and distinction.

用簡單而有特色的方式講述一個相關的故事。