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星巴克商标的故事

The Story Behind the Starbucks Mermaid

星巴克商标背后的故事
The design of this logo began in Seattle in 1971.
这个商标的设计始于1971年的西雅图
With three university friends who really liked coffee.
由三位非常喜欢咖啡的大学生设计
They also really liked the Herman Melville novel Moby Dick.
他们也非常喜欢赫尔曼•梅尔维尔的小说《白鲸》
So much so, they decided to name their company after Captain Ahab’s ship.
以至于决定以船长亚哈的船来命名他们的公司
But branding exec Terry Heckler decided Pequod coffee didn’t sound quite right.
但是品牌执行总裁特里•赫克勒觉得皮廓德咖啡听上去不太对
So they went with the name of the first-mate: Starbuck.
所以他们用了大副的名字:星巴克
Heckler then trawled through maritime books
之后赫克勒翻遍了航海书籍
and found a 15th century woodcut of a two-tailed siren.
发现了一幅15世纪绘有双尾海妖的木版画
Instead of luring sailors onto the rocks, this mythical mermaid
这个传说中的美人鱼不会引诱水手到岩石上
would call people to come and grab a cup of coffee.
而是吸引人们前来喝杯咖啡
Initially her chest was bare,
最初她袒胸露乳
but after some complaints Heckler redrew the design with
但有顾客表示不满后赫克勒重新绘制了图案
long hair that covered her body.
用长发遮挡了她的裸体
The logo also went from brown to green,
商标也从棕色变为绿色
a symbol of freshness and growth.
象征着活力和成长
In 2011, the Starbucks siren was redesigned with rounder details,
2011年 星巴克海妖被重新设计了更全面的细节
a longer shadow was also introduced on the right side of her nose.
她的鼻子右侧也有了一个较长的阴影
A small element of asymmetry which made her feel more human.
不对称的小元素让她看上去更有人情味
She can be spotted in 76 countries and markets,
76个国家和市场里都能看到她的身影
helping Starbucks to reach a brand value of more than 8.7 billion dollars.
使星巴克的品牌价值超过了87亿美元
Bold and alluring,
这是一个大胆而诱人的设计
this is the design that started with a myth and became a coffee legend.
始于一个神话 后来成为咖啡界的传奇

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视频概述

本文讲述了星巴克商标背后的故事,包括它的设计理念和演变过程。

听录译者

收集自网络

翻译译者

Chaya_Gu

审核员

审核员LJ

视频来源

https://www.youtube.com/watch?v=l1BUJxUhNKM

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