
English: 
This is Michael Bierut.
“I’m Michael Beirut.
I'm a graphic designer” You might be familiar
with is work, but interestingly he thinks
that logos are just kind of overrated.
"I'm actually often very ambivalent about
them."
Let’s back out a second.
What is a logo?
Basically a face of a company.
"Some are beloved.
Some... the swastika is a logo and it's reviled.
You know?"
They have to work at tiny sizes, and huge.
There are three specific types.
First type is the Wordmark.
"the wordmark is the easiest one.
And it's the one we're all the most familiar
with.
I mean John Hancock's signature is kind of
a word mark.
It can look crisp clean and modern like the
new Google logo looks.
Or it can look somehow that it has roots in
a shared heritage the way the coca cola logo
looks.
You know?"
The second is PICTORAL.
"Pictoral logos often function as a kind of
rebus.

Chinese: 
这是 Michael Bierut “我是 Michael Bierut，一个平面设计师“
你可能会熟悉这些logo，但是有趣的是他认为这些logo有些被过度评价了
”实际上，我对它们感到十分矛盾“
让我们暂停一下。
什么是logo？
大体上说logo是一个公司的脸面
”一些logo被人们喜爱，另一些...纳粹标志被人们所憎恨”
纳粹标志有小号的和大号的
logo具体可以分为三类
第一种是用文字来做为logo
“文字logo是最简单的一种，同时也是我们所最为熟悉的，
John Hancock's的签名也是一种文字logo
文字logo可以十分简洁和现代，就像新的谷歌logo那样
或者文字logo可以看起来来自于某种公共文化认识，就像可口可乐的logo那样“
第二种logo是图片
”图片logo常常被当作一种画谜

English: 
It's a picture, and it's identifying the name
of the company.
Sometimes directly like Target.
Sometimes indirectly like LaCoste."
The third kind is kind of the holy grail.
Abstract inconography.
"The third type is favorite kind of category
because it just seems almost like magic."
As a designer people will come to me and they'll
say I want something like the Nike swoosh.
They think the Nike swoosh was the Nike Swoosh
the day it was drawn.
But it was nothing the day it was drawn."
The company that birthed nike commissioned
a design student named Carolyn to draw some
ideas.
The Nike founders didn't really like it.
"They sort of said awww let’s use that one."
It wasn’t an overnight success.
And then they started putting it on the sides
of shoes.
The shoes were good and then the genius of
Nike's marketing apparatus made us further
associate that product not merely with performance
athletic gear but with the very idea of athletic
achievement itself.
And that's how over a long time a little mark
means something big.

Chinese: 
logo是一张图片，同时隐含着公司名字的意义，一些直白的像Target公司的logo
另一些则十分隐晦比如LaCoste公司“
第三种是某种意义上的圣杯，由抽象图像组成
”我最喜欢第三种logo，因为它们简直就像魔法一些“
”作为一个设计者，人们常常来找我，然后说想要一个像nike钩子那样的logo
他们认为nike的标志在它被设计出来那天就是nike的标志了，但在它被设计出来是，它什么也不是”
Nike标志是被外包公司委托给一个叫Carolyn的学生设计的
Nike的创始人并不喜欢这个标准
“他们就像是—好吧，让我们用这个标志”
它并不是一夜之间成功
之后他们开始把标志放在鞋子的两侧，
鞋子非常好
然后NIke天才的市场营销部不只是吧Nike标志和运动员的装备联系起来，
而是把标志和运动员的成就联系起来
这就是一个小标志如何
经历时间后承载许多意义
”这也是宗教符号怎么运作的

Chinese: 
-很明显这些符号不是天生就有那么多意义
而是人们在看着它时心中赋予其意义”
但是这里还有第四种logo，胜于前面三种符号
而且可以使用前面三种符号的元素
这就是—logo体系
就像是一种框架，但是可以有着无穷的变换方式
第一个有名的logo体系应该是MTV
谷歌的doodles是另一个有名的体
系—一系列相似的标志
同时可以带有其它的含义
科技的进步带来logo体系的产生
“过去一个公司使用它们的logo
会把它刻在其武器装备上
印在他们生产的飞机上
放在他们生产的零售商品上，在金针上，在袖扣上还有那些制服上
印在在烟灰缸和痰盂中，放在城市摩天大楼的顶端，写在他们的商务名片上“
现如今它们没有你用在电子邮件中的logo重要
，或者是你的推特标志

English: 
"That’s exactly how religious symbols work
– it’s obviously not just anything inherent
in about these shapes, but what these shapes
have come to represent in the minds of the
people who are looking at them."
But there's a fourth type of logo that goes
beyond these three types, and can use elements
of each of them: The Logo System.
A kind of framework, but one that can have
endless permutations.
The first huge, popular example of the logo
system would be MTV.
But google’s daily “doodles” are another
great example the logo system – a familiar
mark that also can point to other ideas and
issues.
This approach all has to do with technological
change.
"It used to be if a company was doing a logo
there'd be this military operation by which
it would be inscribed on all their equipment
and on their airplanes and their retail facilities
and gold pins and cufflinks would be made
for the executive suite and put on spitoons
in ashtrays, the top of the skyscraper, and
everyone’s business card.
Right?
Nowadays none of that’s important as an
email signature or your twitter avatar or

Chinese: 
或者在你网站名称边小小的URL
这些东西更加常见
而且可以被轻易更换
Bierut的Hillary Clinton使用logo体系
“我们想要一个可以反应每一个个体，可以反应重大问题的logo
这个由H和箭头组成的简单标志，
实际上不是仅仅为了由红蓝颜色组成
而是你想要的任何颜色
对logo系统的使用趋势好像正在上升
大概是因为
它允许商标包含更多的含义，而不是停留在他的本名
这种logo体系同时提醒着人们什么是我们如今的方向
不拘泥形状，风格或者系统
logo是什么样子不重要
真正重要的是
这些符号只是空的容器
而你将意义赋予这些符号
一些容器擅长承载某些意义
所以当它们相加起来呢
总的来说，人们常常因为新logo具有误导性而争执

English: 
the little thing that sits next to your URL.
Those things are much more ubiquitous and
they can be changed at the drop of a hat.”
Bierut used this system approach for his Hillary
Clinton logo. "we wanted to have a mark that
could reflect the electorate, and reflect
the issues.
The simple forms that comprise the H with
the arrow in it are actually designed to hold
not just two colors such as red and blue,
but any colors you want" The use of logo systems
seems to be continually on the upswing – probably
because it allows the the brand using it to
expand the conversation beyond it’s own
name.
"The logo really reminds people that’s what
our priority is today."
But at the end of the day, regardless of the
shape, style or system, it might not matter
what the logo is.
"It really is about thinking of these symbols
as being empty vessels in a way.
And then you pour the meaning into them.
Some vessels are better at holding one kind
of meaning."
So what’s this all add up to?
Basically, those fights people get in about
new logos are pretty misguided.

Chinese: 
他们认为这是一场跳水比赛
但是实际上所有的这些组织实在游泳比赛
不是取决于当你触水时你溅起的水花是什么样的
而是关于你能让你的头处于水面上多久
logo需要时间来沉淀
它不是赢得一场争论。
在Nike标志诞生12年后
Nike找到哪个平面设计学生Carolyn
送给他一个”带有NIKE标志的指环“
—那个钩子  
”谢谢你们，它很好看“
还有一个未发售的NIKE产品
在1973年设计这个标志后，她只获得了35美元

English: 
"They think they’re judging a diving competition,
but actually all these organizations are in
swimming competitions.
It’s not what kind of splash you make when
you hit the water.
It’s about how long you can keep your head
above that water."
Logos need to have a long life, not win points
in a discussion.
12 years after the birth of the nike logo,
Nike came back to that graphic design student
Carolyn with a gift "A Nike ring with her
own trademark on it, the swoosh.
Thank you very much it's beautiful."
And an undisclosed amount of Nike stock.
"Wow."
In 1973 when it was designed, her was $35.
