Logo Design
商標設計與品牌文化

Dialogue 1

Jingjing: What's happening, Mark. Did you go shopping earlier today?
京晶: 怎么，馬克，你今天早些時候去購物了嗎?
Mark: Actually, no. I'm just using this bag to carry my stuff.
馬克: 并沒有啦，我只是用這個購物袋裝點自己的東西。
Jingjing: Oh. Well, that's kind of a cool logo there on the bag. I haven't seen it before.
京晶: 哦。袋子上的商標設計很酷，我怎么以前沒見過呀。
Mark: That's just the logo for the supermarket where I got this bag. Yeah, it is pretty cool.
馬克: 那只是我去的一家超市的標志。確實很酷。
Jingjing: I sometimes think about what makes a good logo.
京晶: 我有時會想，到底什么樣的商標才算是好的。
Mark: So do I. That's a good topic.
馬克: 我也是。這是個好話題。
Jingjing: Until a few years ago, most companies in China just used their names.
京晶: 直到幾年前，中國的大多數公司還只是僅有名稱（沒有商標）。
Mark: It's a pretty new thing to have logos that can be recognized without a company name.
馬克: 不展示名稱、僅通過商標就能識別一家公司還是一件很新的事情。
Jingjing: Companies are learning that a good logo needs to be simple, related to the business they do, and attractive.
京晶: 現在很多公司都逐漸意識到，一個好的商標應該簡潔明了，與他們的業務直接相關，而且還要有吸引力。
Mark: Speaking of attractive, I remember reading an article about kids tested for spelling and logos. They could write Esprit with the three lines for the "E" and yet couldn't spell words like "spirit", "sight" and "sprint".
馬克: 說到吸引力，我記得我讀過一篇關于孩子們被測試拼寫和商標的文章。他們可以寫出Esprit這個品牌且用三條橫線代表其中 “E”這個字母（Esprit是美國休閑服裝品牌，其商標中的“E”是用三條橫線體現的），但卻不能拼寫“spirit”、“sight”和“sprint”等詞。
Jingjing: I don't know if good logos take away from people's ability to spell. But it goes to show that a good logo sticks in people's minds.
京晶: 我不確定好的標識是否會影響人們的拼寫能力。但它的確表明，一個好的商標會讓人容易記住。
Mark: That's right. And they're valuable too. Did you know the Nike logo is worth $26 billion?
馬克: 沒錯，而且商標也很有價值。你知道耐克的商標價值260億美元嗎?
Jingjing: That's the value of the logo alone?
京晶: 這是商標本身的價值嗎?
Mark: You got it.
馬克: 沒錯。
Jingjing: Wow!
京晶: 哇!

New words: 習語短語

logo 商標，徽標
a symbol used by a company along with their name (like the Nike "swoosh"), or a special way of writing their name (as with Coca-Cola)
take away from 減少
reduce
go to show 使清楚、明晰
make clear, demonstrate
stick in people's minds 容易記住
easily remembered

Dialogue 2

Mark: Jingjing, have you ever tried making a logo for a company?
馬克: 京晶，你試過為一家公司設計商標嗎?
Jingjing: Yes, I have. I've got a bit of a flair for graphic design.
京晶: 是的，我在平面設計方面還有點天分。
Mark: Were any of your designs used?
馬克: 那你有設計被實際應用嗎?
Jingjing: One or two. They're not very big companies.
京晶: 有一兩個吧。但他們不是很大型的公司。
Mark: Still, it must make you proud to know your work is out there. Tell me how you go about designing a logo.
馬克: 即便如此，知道你的設計正在某處展示著，也一定讓你感到很驕傲吧。跟我說說你是如何設計商標的吧。
Jingjing: Ok, so let's use that hippo on your shopping bag as an example.
京晶: 好，那我們就拿你購物袋上河馬的圖標作為例子吧。
Mark: Yeah, it passes the test in terms of being simple and attractive.
馬克: 它符合了簡潔明了和吸引人的要求。
Jingjing: Right, so I'd take a picture of a hippo from the Internet, or draw one with a pen. Then I'd go over it with a draw program I have on my PC.
京晶: 嗯，在設計這樣一個商標之前，我可以在網上找個河馬的圖像拍個照，或者自己用鋼筆畫一只。然后我會在電腦上使用一個繪制程序加以潤色。
Mark: Do you use Photoshop?
馬克: 你是用Photoshop嗎?
Jingjing: For photos, yes, but not for design. I have a draw program. It lets me use any picture as a base, and then draw shapes over it.
京晶: 為了處理照片時會，但為了設計不會。我有一個繪制程序。它能容許我以任何圖片作為基礎，然后在上面勾勒出圖形。
Mark: So you'd put together shapes to make the hippo?
馬克: 就是說你會通過繪制圖形拼出一個河馬的造型來?
Jingjing: That's right. I'd try to do it with as few lines as possible.
京晶: 沒錯。我會盡可能用最少的線條完成。
Mark: Wow, that sounds pretty cool.
馬克: 哇，聽起來很酷。

New words: 習語短語

a flair for 有興趣并做某事有天賦
interest in and talent at doing something