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  • This is Michael Bierut.

    這是 Michael Bierut。

  • I'm Michael Bierut. I'm a graphic designer.

    我是 Michael Beirut,我是個平面設計師。

  • You might be familiar with his work, but interestingly, he thinks that logos are just kind of overrated.

    你可能對他的作品不陌生,不過有趣的是,他覺得這些商標都被吹捧過頭。

  • I am actually often very ambivalent about them.

    我其實對他們是有點矛盾的心態。

  • Let's back out a second: What is a logo?

    我們先來討論一下,什麼是商標?

  • Basically the face of a company.

    基本上就是一個公司的門面。

  • Some are beloved. Some... the swastika is a logo and it's reviled, you know?

    有些商標備受愛戴,有些則被厭惡,像是 卍 (納粹的黨徽)。

  • They have to work at tiny sizes, and huge.

    他們要在不同大小都可通用。

  • There are three specific types.

    一共有三種類型。

  • First type is the wordmark.

    第一種是文字。

  • The wordmark is the easiest one, and it's the one that we're all the most familiar with.

    文字商標是最簡單的,也是我們最熟悉的。

  • I mean, John Hancock's signature is kind of a wordmark.

    你看 John Hancock (獨立宣言上很有型的一個簽名) 就有點像是一個文字商標。

  • And it can look crisp, clean, and modern, like the new Google logo looks.

    文字商標可以看起來俐落、乾淨,就像 Google 的新商標一樣很現代。

  • It can look, somehow, that it has roots in a shared heritage, the way the coca cola logo looks, you know?

    或者是他可能有歷史傳承,就像是可口可樂的商標。

  • The second is pictorial.

    第二個是圖像。

  • Pictorial logos often function as a kind of Rebus, you know.

    圖像商標像是個畫謎。

  • It's a picture, and you say the... what's in the picture, and it sort of is identifying the name of the company.

    他是個圖片,你要去體會圖片裡的意象,並可以跟公司的名字有所連結。

  • Sometimes directly like Target, sometimes more indirectly like LaCoste.

    有些圖像商標可以讓你很直接地聯想,像是 Target,有時則不然,像是 Lacoste。

  • The third kind is kind of the holy grail, abstract iconography.

    第三個是人人追求的境界,抽象的象徵。

  • It's everyone's favorite kind of category because it just seems almost like magic, you know.

    他是每個人最喜歡的類別,因為它具有種魔力。

  • As a designer, people come to me and they'll say, "Oh, I want, like, something like the Nike swoosh."

    身為一個設計師,有人會跟我說他們想要設計像是 Nike 勾勾的商標。

  • They think that the Nike swoosh was the Nike swoosh the day it was drawn, but it was nothing the day it was drawn.

    他們以為 Nike 勾勾在被畫出來的那一刻就成了商標了,不過這不是事實。

  • The company that birthed Nike commissioned a design student named Carolyn to draw some ideas.

    在公司改名為Nike前委託一位叫 Carolyn 的設計系學生設計一些商標。

  • And the Nike founders didn't really like them.

    但當時的創辦人都不太喜歡。

  • They sort of said, "Uh... let's use that one."

    他們說「好吧,不然就用那個吧。」

  • It wasn't like an overnight success.

    這個設計當初並非一舉成名。

  • And then they started putting it on the sides of shoes.

    然後他們開始把這個圖像放在鞋子側面。

  • The shoes were good and then the genius of Nike's marketing apparatus made us further associate that product,

    這些鞋子很不錯,後來 Nike 天才的行銷團隊更進一步強化商標與商品的連結。

  • not merely with performance athletic gear but with the very idea of athletic achievement itself.

    不只是一個運動品牌,而是代表著運動家精神和成就。

  • And that's how over a long time, a little mark means something big.

    這小小的標誌經過一段時間後,更加意義重大。

  • That's exactly how religious symbols work.

    這也同樣是宗教圖像的運作方式。

  • It's obviously not just anything inherent in shapes.

    很明顯地,單看那些形狀並沒有任何意義。

  • But it's about what those shapes have come to represent in the minds of the people who are looking at them.

    形狀的意義是來自於那些看到形狀的人們心裡所反映出的想法。

  • But there is a fourth type of logo that goes beyond these three types and can use elements of each of them.

    不過有第四種商標是超越了前三個類別,並且活用這三個類別的元素。

  • The logo system, a graphical framework that can have endless permutations.

    那就是商標系統,它是一個可以組合變幻出無限可能的視覺架構。

  • The first gigantically popular example of the logo system would be MTV.

    第一個極度成功的例子是音樂電視網。

  • But Google's daily doodles are another great example of the logo system⏤a familiar mark that can also point to other ideas and issues.

    不過 Google 的「每日塗鴉」也是另一個很棒的例子,我們可以看到這個熟悉的標誌被賦予各種不同意義或議題。

  • This approach all has to do with technological change.

    這種商標的興起與科技的發展息息相關。

  • It used to be if a company was doing a logo, there'd be this, you know, military operation by which it would be inscribed on all their equipment and on their airplanes and their retail facilities,

    以往若一個公司要有商標,它會是一個標準化的程序,商標會出現在所有的裝備、飛機、零售設備上,

  • and gold pins and cufflinks would be made for the executive suite and put on spittoons, in ashtrays, and the top of the skyscraper,

    以及專門給經理主管部門的金夾子、袖夾上,甚至是在痰盂、煙灰缸上,或高樓大廈的頂端,

  • and would say "dwell" on everyone's business card, right?

    也會印在所有人的名片上,對吧?

  • Nowadays, none of that's as important as an email signature, or your Twitter avatar, or the little thing that sits next to your URL.

    不過現在那些都不比一個電郵簽名、推特顯圖或那個在網址旁邊的小圖示來得重要。

  • Those things are much more ubiquitous and they can be changed at the drop of a hat.

    那些東西更常見而且可以隨時更換。

  • Bierut used this system approach for his Hillary Clinton logo.

    Bierut 用了一樣的系統來設計希拉蕊的助選圖像。

  • We wanted to have a mark reflect the electorate and reflect the issues.

    我們希望這個商標可以代表全體選民,也能反映重要議題。

  • Those simple forms that comprise the H with the arrow in it are actually designed to hold not just two colors, say red and blue, but any colors you want.

    這個簡單的商標由 H 跟箭頭所組成,我刻意將它設計成不只有紅、藍兩色 (象徵美國的元素),而是加入任何想要的顏色 (各式各樣的議題)。

  • The use of logo systems seems to be continually on the upswing now, probably because it allows the brand using it to expand the conversation beyond it's own name.

    商標系統日趨流行,可能因為這讓商標不僅代表一家公司的名字,而是更寬廣的世界。

  • The logo kind of reminds people that that's... that's what we're... that's what our priority is today.

    這樣的商標可以提醒人們,我們此刻最應該重視的是什麼。

  • But at the end of the day, regardless of the shape, style, or system, it might not matter what your logo is.

    不過最終,不管是形狀、風格、或是系統,商標長得怎麼樣無關緊要。

  • It really is about thinking of these symbols as being empty vessels in a way, and then you pour the meaning into them.

    可以想像這些商標為空的器皿,你要做的是賦予它們意義。

  • So what's this all add up to?

    所以結論是?

  • Basically, those fights people get in about new logos are pretty misguided.

    基本上,這些在網路上戰新商標的人都沒有搞清楚。

  • They think they're judging a diving competition, but actually, all these organizations are in swimming competitions.

    他們都認為他們在觀賞跳水比賽,但這些公司其實是在進行游泳比賽。

  • It's not what kind of splash you make when you hit the water, it's how long you can keep your head above that water.

    重點不是跳水時你濺起了多少水花,而是你可以持續游多久。

  • Logos need to have a long life, not win points in a discussion.

    商標需要歷久不衰,而不是在討論中爭贏。

  • 12 years after the birth of that Nike logo, Nike came back to that graphic design student Carolyn with a gift.

    Nike 商標設計出來的十二年後,他們送平面設計學生 Carolyn 一份禮物。

  • A Nike ring with her own trademark on it, the swoosh.

    禮物是只戒指,上面有著她所設計的 Nike 招牌勾勾。

  • Thank you very much, it's beautiful.

    謝謝你們,這真的是太美了!

  • And an undisclosed amount of Nike stock.

    以及數目未知的 Nike 股票。

  • Wow.

    哇!

  • In 1973 when it was designed, her pay was $35.

    在 1973 年她設計 Nike 的商標時,她的報酬只有 35 美金。

This is Michael Bierut.

這是 Michael Bierut。

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偷偷告訴你:商標背後的秘密! (What makes a truly great logo)

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    Ray 發佈於 2021 年 06 月 17 日
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