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So Jobs and Wozniak were invited to have a meeting with, as his impish business cards read, "Regis McKenna, himself."
于是喬布斯和沃茲尼亞克獲邀去拜訪 "麥肯納，本人"--他的名片上就是這么寫的。
This time it was the normally shy Wozniak who became prickly.
這一次，一貫羞澀的沃茲尼亞克變成了刺兒頭。
McKenna glanced at an article Wozniak was writing about Apple and suggested that it was too technical and needed to be livened up.
麥肯納瞥了一眼沃茲正在寫的關(guān)于蘋果公司的文章，提出文章的技術(shù)性太強(qiáng)，需要修改得生動一些。
"I don't want any PR man touching my copy," Wozniak snapped.
"我不想任何公關(guān)人員碰我的稿子。"沃茲惡狠狠地說。
McKenna suggested it was time for them to leave his office.
麥肯納于是讓他們離開了自己的辦公室。
"But Steve called me back right away and said he wanted to meet again," McKenna recalled.
"但史蒂夫立刻給我打了電話，說他想再跟我見一面，"麥肯納說，
"This time he came without Woz, and we hit it off."
"這一次他是一個人來的，我們聊得很投機(jī)。"
McKenna had his team get to work on brochures for the Apple II.
麥肯納讓自己的團(tuán)隊為 Apple II設(shè)計宣傳冊。
The first thing they did was to replace Ron Wayne's ornate Victorian woodcut-style logo,
團(tuán)隊要做的第一件事就是換掉羅恩·韋恩設(shè)計的維多利亞木版畫風(fēng)格的華麗標(biāo)志，
which ran counter to McKenna's colorful and playful advertising style.
因為它不符合麥肯納色彩斑斕、活潑頑皮的廣告風(fēng)格。
So an art director, Rob Janoff, was assigned to create a new one.
于是，藝術(shù)指導(dǎo)羅布·雅諾夫被指派 去設(shè)計一個全新的標(biāo)志。
"Don't make it cute," Jobs ordered.
"不要設(shè)計成可愛風(fēng)格的。"喬布斯命令。
Janoff came up with a simple apple shape in two versions, one whole and the other with a bite taken out of it.
雅諾夫想出了 兩個版本，都是筒單的蘋果圖標(biāo)，一個是完整的蘋果，另一個則是被咬了一口的蘋果。
The first looked too much like a cherry, so Jobs chose the one with a bite.
第一個看上去太像櫻桃了，于是喬布斯選擇了第二個。
He also picked a version that was striped in six colors,
喬布斯還挑選了另一個版本，其中的蘋果由六種顏色的水平色條構(gòu)成，
with psychedelic hues sandwiched between whole-earth green and sky blue, even though that made printing the logo significantly more expensive.
在大地的綠色和天空的藍(lán)色 中間夾著另外四種炫麗的顏色，但這一版本的印刷費用也因此大大提髙了。
Atop the brochure McKenna put a maxim, often attributed to Leonardo da Vinci, that would become the defining precept of Jobs's design philosophy:
在宣傳冊頂端，麥肯納放上了一句格言，這句話被普遍認(rèn)為出自列奧納多·達(dá)·芬奇,也成為了喬布斯設(shè)計理念的決定性準(zhǔn)則：
"Simplicity is the ultimate sophistication."
"至繁歸于至簡。"
