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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.


  • I am actually often very ambivalent about them.


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


  • Basically the face of a company.


  • 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.


  • There are three specific types.


  • First type is the wordmark.


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


  • 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?


  • The second is pictorial.


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


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


  • 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.


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


  • 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.


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


  • It wasn't like an overnight success.


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


  • 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.


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


  • That's exactly how religious symbols work.


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


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


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


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


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


  • 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.


  • 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,


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


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


  • 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.


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


  • 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.


  • 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.


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


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


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


  • So what's this all add up to?


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


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


  • 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.


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


  • 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.


  • And an undisclosed amount of Nike stock.

    以及數目未知的 Nike 股票。

  • Wow.


  • 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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