宜家換了個新logo,結果幾乎沒人看出來

滬江英語2019-05-18 09:31:11


2019.05.12

週日 Sunday

updated

 /ʌp'detɪd/ 

adj. 最新的



洗眼

暈眩

圖片來源:Dior


When no one was looking, Ikea, the world’s largest furniture retailer, launched a new logo.

趁沒人注意的時候,全球最大的傢俱零售商宜家發佈了一個新Logo。


The change can be tough to spot by the naked eye. In fact, it went largely unnoticed until spotted by Brand New. 

肉眼很難發現這種變化。事實上,直到被Brand New網發現,大家才看出來。


The updated version was designed by by Stockholm’s Seventy Agency, which confirmed over email that Ikea started using its new logo earlier this year and “implementation will run for the next six to 12 months.” 

新版Logo由斯德哥爾摩的Seventy Agency設計,該公司在電子郵件中證實,宜家今年早些時候開始使用新Logo,並“將在未來6至12個月內實施”。


You’d be forgiven for not taking note, though: The logo still spells out Ikea in all-caps, blue block lettering with the familiar yellow oval sitting behind them. So what’s new?

不過,如果你沒發現也是情有可原的:宜家的標識仍然是全大寫的IKEA,藍色的方塊字體,後面是熟悉的黃色橢圓。所以變了哪裏?


The aspect ratio of the updated logo has been reduced so that it appears less stretched, like an old CinemaScope film translated to television. 

新版Logo降低了長寬比,使它看起來更緊湊,就像一個老版寬銀幕電影壓縮成電視比例。


The minuscule serifs sitting on the corners of each letter appear ever-so-sanded-down. And the white space within each letter has been increased for legibility–just look at the “counter” (or the triangular hole in the “A”) to spot the small but dramatic difference.

每個字母的角上都有襯線,看起來就像被磨掉了一樣。還增加了每個字母間的間距,便於閲讀——只要看看“拐角處”(或者“A”上的三角形空洞)就能發現細微但神奇的區別。


The changes make the logo much more clear when it’s shrunk down tiny, as it is on Ikea’s website or on your smartphone screen. 

當logo縮到很小的時候,比如在宜家官網上或者在你的手機屏上,這些改變會讓logo更加清晰。


Ikea is thinking beyond the big blue box, and continues its push into digital sales–which makes the subtly tweaked logo a smart move. Simply put, it’ll function better on screens without sacrificing Ikea’s strong brand identity.

宜家正在考慮走出他們的那個大藍房子,並繼續推進其電商之路——如此一來,微調Logo實在是機智之舉。簡而言之,在不犧牲宜家強大品牌形象的前提下,它在屏幕上的表現會更好。


今日詞彙

 

updated

 /ʌp'detɪd/ 

adj. 最新的




這個詞由up+date組成。adj. 最新的;更新的


updated information新信息,文中the updated version(of design)是指“設計的最新版”。


常見用法to update sb. on sth.為…提供最新信息



參考資料:

https://www.fastcompany.com/90335018/ikea-has-a-new-logo-and-you-probably-didnt-even-notice

編輯:梅園西牆的王半仙

翻譯:Scarlett



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