【翻譯轉載】設計:越簡單,卻說的更多

以下文章轉載自 Before&After | Design Talk: “Too Many Messages",我花了幾小時,全文翻譯如下:

A car dealer approached us recently asking for help designing an image to commemorate its 100th anniversary next year.This dealer had started selling cars out of the local general store in 1911 and has been at it ever since. That’s a long time!

But they were stuck.

最近有一家車商找上我們,想委託設計明年度歡慶100週年的形象圖。這家車商從1911年就開始銷售車子到現在,真的是老字號啊!
但是,他們也有卡住的時候。

What they’d hoped for was an image that would convey three character attributes of their company — integrity, resilience and commitment.These are wonderful qualities.Problem is, any one of them is almost impossible to convey in a graphic (quick! what does resilience look like?), not to mention all three.

他們原先希望這款形象圖能傳達出象徵公司的三個意義:誠實、活力、信守承諾,這些都顯示出他們的優質特色。問題是,這三個意義都很難分別用圖像傳達出來(來!想想「活力」會是長什麼樣子啊?),更何況是三個結合一起…

Not only that, but they’re inward-facing; that is, they have meaning not to the customer but only to the company.

不只如此,這比較像是對公司內部精神喊話,而不是以「客戶」為宣傳對象。

My recommendation: Turn and face the customer.One hundred years in business, all by itself, speaks plenty about values and vision.The company has stood the test of time and all that that implies — and the customer will get it.I cobbled together a rough and said how about if we picture it this way:

我的建議是:轉過身來面對客戶吧!「100年」的經營,本身就傳遞出豐富的價值與理念。這也代表這家公司經過時間的考驗,客戶會明白這一點的。
於是我急忙弄出一個草稿,問說,這樣的發想方向是否ok:


It’s a Model T wheel and a modern car wheel, a compact image that spans a century of automobiles. Use it as a badge and stick it on everything all year — Web site, stationery, print advertising, signs, posters, invoices, all of it, wherever the company name or logo also appears.

這是福特T型車和現今汽車車輪的結合,象徵著橫跨了一世紀的汽車產業。把這圖形當作一種標誌,附加在整年度的網站、文具、印刷品廣告、立牌、海報、單據上,只要公司名稱或logo出現的地方就有它。


It of course needs refinement, and whether they use the image or not remains to be seen, but I pass along the idea because I’m sure there are many old-new topics that can be depicted in a similar way.
Think about yours.

當然,這標誌還需要修飾,而且不管對方是否採用,我提供想法作交流,因為我認為:話題不論新舊,都能用類似的手法表現出來。

留下回應

Leave a Comment.