Name: 為什麼3D商標一夜之間失寵了？商標設計的潮流 (Why 3D Logos Fell Out of Favor Overnight - Cheddar Explains)
Uploaded: 2021-11-06T21:01:20.000Z
Duration: 5 min 25 s

In 1997, Google introduced their first logo and it looked like this. Yikes.

1997 年，Google 採用了他們的第一個商標，長這樣。矮額。

But after a few redesigns at the turn of the century, they landed on this 3D logo.

但在 20 世紀末時，他們經過了數次重新設計之後，最後訂定了 3D 立體的商標。

3D logos were all the rage in the early 2000s.

3D 立體商標在 21 世紀初十分盛行。

But fast forward 10 years, and logos started to look like this.

但經過 10 年之後，商標開始變成這樣。

Everybody was changing to 2D design, and before we knew it, 3D logos were a thing of the past.

每一個都變成了 2D 平面的設計。在我們不知不覺中，3D 商標已成為了過去式。

But, did you ever wonder why we had the sudden change to flat design?

但是你有沒有想過，為什麼會突然變成這種平面的設計？

When you're searching the Internet today, you'll scroll past a lot of the same logos over and over again.

今天當你在網路搜尋時，你會看到很多相似的商標一直出現。

Head to Google and you see this guy. Open Instagram and you have to click this. YouTube, Netflix.

打開 Google 你會看見這玩意。打開 Instagram 你要按這個。還有 YouTube、Netflix。

The thing these logos all have in common? They're all 2D.

這些商標的共通點？他們都是平面的設計。

In the mid 1900s, the logos were for the most part all flat design.

在 20 世紀中期，商標幾乎都設計為平面圖形。

Rather than just trying to get the names out there, companies realized how impactful symbols were.

但是公司開始意識到，商標上不僅是對外展示品牌名稱，其附帶的符號也非常有影響力。

They started to put a lot more thought into the design process.

於是他們開始在設計中注入許多想法。

With the 1970s came CGI, and from there, logo started to come to life.

1970 年 CGI (電腦產出影像) 的出現，讓商標們如獲新生。

But the real change came at the turn of the century.

但真正的改變發生在世紀交錯間。

Adobe developed InDesign and Photoshop, and digital graphic design tools were at everybody's fingertips.

Adobe 研發了 InDesign 與 Photoshop 軟體，而數位的平面設計工具人人都能輕易使用。

In the early days of the worldwide web, people started to use the Internet for every little thing.

在全球網際網路的早期年代，人們開始在每件事上都使用網路。

And designers wanted to help people easily navigate these new devices.

設計師想要幫助人們能更便利地使用這些新的設備。

They used what's called Skeuomorphism, which when we're talking about user interface design, means making digital features resemble real life objects.

他們運用了「擬真技術」，而從使用者介面設計的角度來看，這指的是在數位圖像上仿造實體物品的印象。

儲存圖標就是擬真設計的一種。

But after we stopped using the floppy disk in real life, it became less so.

不過隨著我們不再使用磁碟片，儲存圖標也越來越不算是擬真設計。

People wanted technology, specifically touch screen technology to be intuitive and easy to use, and dragging a file to the trashcan on your screen felt instinctive.

人們希望各種科技能夠直覺且容易地使用，特別像是觸控螢幕科技這種科技。將檔案直接拖曳至螢幕上的垃圾桶丟棄，是個很直觀的體驗。

Skeuomorphism was brought to life by using gradients, drop shadows, and fake textures to mimic depth.

擬真技術設計運用了色彩梯度、陰影和仿造紋理來模擬現實的深度。

The iPhone and iTouch were the first big time Capacitive Touch Screens.

iPhone 和 iTouch 是世界上第一款熱銷的電容式觸控螢幕。

They had no buttons and no feedback, unlike the resistive touch screens you use at grocery stores or ATMs.

他們沒有按鈕，按下後也不會有回應。這和超商或 ATM 所使用的電阻式觸控螢幕不一樣。

The 3D designs combined with vibrations and clicking sounds made users feel like they were pressing real buttons.

3D 立體設計搭配震動和觸控聲音，讓使用者就像是在按真的按鍵一樣。

3D logo designs were vital to make people feel comfortable in the new developing age.

3D 商標設計對於讓人在新技術仍在發展的時代中，逐漸適應新科技來說非常重要。

As the world got more comfortable using these technologies, skeuomorphism and 3D design became less important, and designers started to shift back towards 2D.

而當人們越來越適應這些科技時，擬真技術和 3D 設計便開始變得不再那麼重要，讓設計者再度把焦點轉回 2D 平面設計。

Critics of skeuomorphism argued that it was cluttered and harder to use because of the excessive gradients, beveled edges, and reflections.

評論擬真技術的人們覺得因為它過度使用了梯度、 斜邊以及反射的效果，使得畫面混亂又不好使用。

Flat design conserved space in a limited user interface, and provided a cleaner feel.

平面設計在有限的使用者介面上保留了空間，也給人較乾淨的感受。

擬真技術也可能會限制住設計構思。

When you go flat, you are no longer tied to the physical world, and ideas and interfaces can take on a more abstract form.

當使用平面設計時，你便不用和實體世界連結，能讓構思和介面都變得更為抽象化。

Take the hamburger menu scene a lot in flat design.

「漢堡選單」是種平面設計中很常使用的元素。

It is the opposite of skeuomorphism because there are no hamburger menus in real life.

但它其實是與擬真主義完全相反的概念，因為它並不是遵循著現實中的漢堡菜單來設計的。

But the menu design was sleeker and incredibly easy to use while saving space on the screen.

但這樣的選單設計能讓畫面更加整潔，並且在螢幕上騰出較多空間，讓操作更加容易。

People were teetering between flat and skeuomorphic designs for a little bit before the world changed overnight. Literally.

有段時間人們在平面與擬真設計間躊躇不定，直到某天世界在一夕之間天翻地覆。不開玩笑。

On September 18th, 2013, Apples iOS updated overnight to iOS 7, and we woke up to a flat world.

2013 年的 9 月 18 日，Apples 在這天晚上間將系統更新至 iOS 7， 而當我們醒來之後，赫然發現自己進入一個平面的世界。

At first, people were not happy with the new operating system.

一開始人們並不喜歡新的作業系統。

They didn't know what was clickable and what wasn't, and more than anything, who likes change?

他們不知道哪個按鍵能打開，哪個不能。更重要的是，誰喜歡改變啊？

The glossy textures from the operating systems before it were gone.

有光澤紋理的設計從系統中消失了。

所有程式都使用了平面設計的圖標。

That meant logos needed to switch to 2D to keep up with the times.

這代表商標也需要轉化成平面以跟進時代。

And logos everywhere started to change from 3D to flat design over the next few years.

在往後幾年裡，商標從立體變成平面設計的案例處處皆是。

Not only was 2D perceived to be easier for users, but it was also a lot easier on the designers too.

平面設計不僅對使用者來說較容易使用，對於設計者來說也輕鬆許多。

They can create logos that are high quality but required less time to make, and a simple vector design can be expanded and shrunk for any device or medium easier than 3D logos ever could be.

他們可以花較少的時間創造出高品質的商標，而簡單的向量設計能夠任意縮放，比 3D 商標更容易放到任何的裝置或媒體上。

Today, almost everything we see around the Internet has a flat design.

我們今天在網路上看到的所有東西幾乎都有著平面設計。

Like all branches of design, logos are cyclical.

但如同所有其他領域的設計一樣，商標設計的潮流也是有循環性的。

2D was in, then it was out, and now it's in again.

以前使用的是平面設計，經過一段時間沒落後，現在又再次流行起來。

But don't count skeuomorphism out just yet.

但可不要以為擬真技術會就此消亡。

With the rise of augmented and virtual reality, skeuomorphism has to stay alive so that we can touch and feel digital objects in a very real way.

隨著擴增與虛擬實境技術興起，我們需要擬真技術才能讓我們在碰觸數位物件時能有真實的回饋。

What will these logos look like in the future?

這些商標在未來又會變成怎麼樣呢？

It's hard to tell, but for now, I'm just hoping I don't wake up with a whole new interface on my phone.

這很難說，但現在，我只希望明早起床時，我的手機不會一夕之間變成了全新的介面。

Thank you for watching. Please be sure to like, comment, and subscribe to our channel, and ring the bell below.

謝謝你的觀賞。記得按下喜歡、留言，並追蹤我們的頻道，還有點擊下方的小鈴鐺。

That way, you're notified whenever we post a new video.

這樣我們上傳新影片時你便能馬上收到通知。