未登录,请登录后再发表信息
最新评论 (0)
播放视频

为什么企业正在“去品牌化”

Why Companies Are 'Debranding'

In recent years,
近年来
some of the world’s biggest companies
一些全球最大型的企业
have discarted depth and detail to debrand.
摒弃了立体化与细节 来去品牌化
Burger King lost weight.
汉堡王的标志删繁就简
RollingStone found a cleaner edge.
滚石的标志有了更简洁的边线
VW shed its depth and shadow.
大众的标志去除了立体化和阴影
As to Kia,
至于起亚
Pfizer,
辉瑞
Nissan,
尼桑
Durex,
杜蕾斯
intel, Toyota
英特尔 丰田
and a host of other major brands.
以及众多其他大品牌也是如此
Even the munchable hero Julius Pringle
就连薯片的领军者品客
had a flattening make-under
也换了个平面化的素颜造型
with shaved head,
剃了光头
dyed moustache,
染了胡子
dilated eyes and new pre-sprung eyebrows.
睁大了双眼 新加了弯弯的双眉
But what prompted this landslide of logo debranding?
然而是什么导致了商标去品牌化一边倒的趋势?
Several interlocking forces are at work,
有几种相互交织的力量在起作用
the most immediate of which is the pressure of mobile-first design.
其中最直接的就是移动优先设计的要求
Clients used to ask,
客户过去常常要求
“Can you make the logo bigger?”
“能把标志做得更大吗?”
Now the trick is to shrink an entire identity
现在 决窍是把整个标志缩小到
into a tiny digital box.
一个小小的数字图像方块中
Such Pixel Pressure usually means
这样的像素要求通常意味着
returning to the 2D look of old.
回归旧式的平面外观
Of course, this 2D look
当然 这种平面外观
was more or less the norm until computers took over
在使用计算机做设计和无节制地追求繁复之前
and design inflation spiralled out of control.
或多或少都是常态
Anyone who has over-filtered an Instagram sunset
在Ins上给照片加过夕阳滤镜的人
knows the seductive lure of visual excess.
都懂得过度视效的诱惑力
And it’s a seduction to which the pros are not immune.
这种诱惑连专业人士也难以扺抗
The ability to round corners, drop shadows,
平滑圆角 添加阴影
customize gradients and create complex lighting effects
自定义渐变 创建复杂光效
can easily overpower the creative brief,
可以轻易地压倒简洁的创意
and often does.
且常常如此
So, many recently brands represent a return to sobriety
而近期 许多品牌标志
after a spasm of software abetted intoxication.
从利用软件过度修饰的沉醉中醒来
There was also the question of maturity.
还有品牌成熟度的问题
Many of our biggest brands
许多最大腕的品牌
were born in a spirit of playful innocence
都在充满童趣的天真精神中诞生
that burst forth from their early branding.
这种精神迸发于其品牌创立初期
Take Foursquare,
以Foursquare
AirB&B,
爱彼迎
GoDaddy,
狗爹
Google,
谷歌为例
as these companies grew and the stakes rose,
随着这些公司的成长和资本扩大
so their logos were obliged to mature —
公司标志也不得不成熟起来——
from cartoonish to corporate,
从卡通化到企业化
flamboyance to flat,
从华丽到单调
wacky to bland,
从滑稽可笑到平淡乏味
illustrating the power of debranding to professionalize.
这说明了去品牌化能打造专业化的企业形象
And then there is fashion.
还有时尚潮流的影响
Company graphics are as susceptible to trends as any other design
公司图标和其他设计一样易受潮流影响
as we see in the stampede of fashion’s
我们看到这股潮流席卷时尚界
little black dress logos heralded by Yves Sanit Laurent in 2012,
2012年 YSL率先为小黑裙推出简化的标志
and followed by Diane von Furstenberg, Calvin Klein, Berluti, Burberry and Balmain.
DVF CK Berluti Burberry Balmain紧随其后
In the most intriguing element of the debranded logo
去品牌化的标志最吸引人的要素
is its potential to become a portal.
是其为公司打开新局面的潜力
Warner Bothers didn’t just strip back
华纳兄弟的标志不仅摆脱了
its theatrical golden guilt,
金光闪闪的夸张模样
it unlocked a world of possibility
还开启了一个充满可能性的世界
that is increasingly vital to brands that span genres,
这对那些跨流派 展现多样性
showcase variety, or offer 31 flavors.
或提供31种口味的品牌而言越发重要
For all these reasons,
基于上述原因
it seems likely that debranding will be with us for a while.
“去品牌化”似乎还会陪伴我们一段时间
But who knows when the pendulum will swing,
但谁知道钟摆何时会摆动
and the trend revert to detail, complexity and personality?
品牌趋势何时重回注重细节 复杂性和个性化?
After all, once a critical mass is zagged against the prevailing zig,
毕竟 一旦大众的流行审美发生急转
the margin becomes mainstream,
边缘成为主流
the template flips,
标准转换
and the dance begins afresh.
新的舞蹈将会登台
I’m Ben Schott,
我是本·肖特
the branding and advertising columnist for Bloomberg Opinion.
《彭博观点》的品牌和广告专栏作家
[Music]
[音乐]

发表评论

译制信息
视频概述

近年来,一些大牌公司放弃了商标上的部分细节,简化品牌标志以去品牌化,让我们一起看看是为什么吧。

听录译者

羡羡

翻译译者

Kris

审核员

审核员LJ

视频来源

https://www.youtube.com/watch?v=e1bjkPerpPs

相关推荐