Soccer fans have seen this before.
足球迷们以前见过。
The city’s team enters a new league, breaks affiliation with a franchise or exchanges ownership. The team needs a bold visual statement to reflect the fresh start.
该市的球队进入了一个新的联盟，以特许经营方式打破了隶属关系或交换了所有权。 团队需要大胆的视觉声明来反映新的开始。
The owners unveil a new brand and it flops. Badly.
业主推出了一个新品牌，但失败了。 不好
It fails to capture the character of the city and the hearts of the supporters (and they will let you know). The criticism comes as a shock at first, but the owners conveniently have an epiphany: they are not the only stakeholders in the team. To make amends, the owners perform a public expression of humility and invite the team’s supporters to be part of the redesign process.
它无法抓住城市的特色和支持者的心( 他们会让您知道 )。 批评一开始是令人震惊的，但是所有者很方便地顿悟：他们不是团队中唯一的利益相关者。 为了弥补损失，业主公开表达了谦卑，并邀请团队的支持者参与重新设计。
That is where Louisville City FC finds itself today: they unveiled a new identity, everyone hates it and they’re starting over.
这就是路易斯维尔市足球俱乐部今天找到自己的地方：他们推出了一个新的标识 ， 每个人都讨厌它，并且他们从头开始 。
There are a lot of things wrong with the new identity. I am going to focus on three things and offer solutions to each: the name, the color and the crest.
新身份有很多问题。 我将专注于三件事，并为每件事提供解决方案：名称，颜色和波峰。
I know these are difficult design challenges and I am confident people worked hard to create tenable solutions. Appeasing fans and looking good is not an easy task. That said, Louisville City FC could have avoided this misstep.
我知道这些都是艰巨的设计挑战，并且我相信人们会努力创建可行的解决方案。 使粉丝满意并看起来不错并不是一件容易的事。 话虽如此，路易斯维尔市足球俱乐部本可以避免这种失误。
名字 (The Name)
惩罚：词源，语音和流行 (Penalty: Etymology, Phonetics and Fads)
Louisville has a handful of nicknames, including: Falls City, Derby City, River City, The ’Ville, The Gateway to the South and even The City of Beautiful Churches. No one has ever called it Louisville City or LouCity. This is probably because ville is the French word for city, and, as the city was named for a French king named Louis, Louisville has always seemed sufficient. Adding city is redundant, superfluous, inessential and particularly tautological.
路易斯维尔(Louisville)有很多昵称，包括：福尔斯城(Falls City)，德比城(Derby City)，河城(River City)，'威乐(Ville)，通往南方的门户，甚至美丽教堂城市(The City of Beautiful Churchs)。 从来没有人称它为路易斯维尔市或LouCity。 这可能是因为ville是法语中的“城市”一词，而且，由于该城市以法国国王路易斯命名， 路易斯维尔似乎一直足够。 添加城市是多余的，多余的，无关紧要的，尤其是重言式的。
Another reason no one has ever called it LouCity is phonetic. It sounds like Lose City. It’s an apt name for a downtrodden industrial town in a dystopian graphic novel that spells doom and gloom for the protagonist. It is not a good name for a sports team, especially one that has won two USL Championships.
没有人称其为LouCity的另一个原因是语音。 听起来像是“ 失落之城” 。 这是反乌托邦图画小说中一个被压倒的工业城镇的恰当名称，该小说为主人公带来厄运与悲观。 对于运动队来说，这不是一个好名字，尤其是赢得了两次美国橄榄球锦标赛冠军的运动队。
Lastly, LouCity is stylized in camelCase, a fatuous trend that boomed along with the dot com era. The trouble with trends is they fall out of fashion. The whimsy once conveyed in camelCase is now a gauche curiosity without inherent significance.
最后，LouCity在camelCase中风格化，这是一个致命的趋势，随着互联网时代的来临而蓬勃发展。 趋势的麻烦在于它们已经过时。 曾经在camelCase中传达的异想天开，如今已成为一种怪异的好奇心，没有内在的意义。
解决方案：瀑布城足球俱乐部 (Solution: Falls City Football Club)
The reason Louisville exists is a waterfall. Travelers had to exit the water and walk their boats around the Falls of the Ohio. Some travelers stuck around. That community grew into a city they named Louisville. Some years later, Louisville hosted a soccer team. By extension, that team only exists because of a waterfall.
路易斯维尔存在的原因是瀑布 。 旅行者不得不离开水面，然后在俄亥俄州的瀑布周围漫步。 一些旅客呆在附近。 这个社区成长为一个他们命名为路易斯维尔的城市。 几年后，路易斯维尔接待了一支足球队。 顺便说一句，该团队仅因瀑布而存在。
Falls City Football Club honors Louisville’s origins. Falls City Football Club adopts a beloved nickname that is already part of the Louisville lexicon. Falls City Football Club contains the apparently requisite word city.
Falls City Football Club纪念路易斯维尔的起源。 瀑布城足球俱乐部(Falls City Football Club)采用了一个受欢迎的昵称，该昵称已经属于路易斯维尔词典。 瀑布城足球俱乐部包含看似必要的词城 。
And Falls City Football Club’s repeating initials FCFC look and sound cool, too.
还有福尔斯城足球俱乐部(Falls City Football Club)的首字母缩写FCFC外观和声音也很酷。
颜色 (The Color)
罚款：紫色 (Penalty: Purple)
Louisville’s first professional sports team was a baseball team named after the color they wore (and presumably newspaper that funded their existence): The Louisville Grays. Since then, the city’s professional sports teams have worn reds, blues, yellows and greens. The only team in recent memory that dared to don purple was the Louisville Bats, which adroitly changed their colors to red and navy blue ahead of the 2016 season.
路易斯维尔的第一支职业运动队是一支以他们所穿的颜色命名的棒球队(可能是为其生存提供报纸的名字)： 路易斯维尔格雷斯 。 从那时起，该市的专业运动队就穿了红色，蓝色，黄色和绿色。 在最近的记忆中，唯一不敢穿紫色的球队是路易斯维尔蝙蝠队(Louisville Bats)， 他们在2016赛季之前Swift将其颜色更改为红色和海军蓝色 。
“Nothing says ‘I don’t get it’ quite like purple.”
“什么也没说'我不明白'，就像紫色。”
Purple does not make sense. The affiliation with Orlando City SC has been severed, so that doesn’t cut mustard. The attempt to appeal to UofL and UK fans by mixing red and blue to become simultaneously both and neither is a Judgment of Solomon that leaves no one happy.
紫色没有意义。 与奥兰多城SC的隶属关系已被切断，因此不会减少芥末味。 试图通过将红色和蓝色同时变成两种颜色来吸引UofL和英国球迷，但对所罗门的判决都没有让人感到高兴。
解决方案：穿匹兹堡，穿红色 (Solution: Be Pittsburgh, Wear Red)
Pittsburgh, Louisville’s neighbor up the river, got it right. They picked a color scheme and ran with it. The Penguins, Pirates and Steelers are all the black and yellow. Can you guess what colors USL cohorts Pittsburgh Riverhounds SC wear? How about the Pittsburgh Forge Rugby Club?
匹兹堡是路易斯维尔河上的邻居，没事。 他们选择了一种配色方案并使用它。 企鹅，海盗和钢人都是黑色和黄色。 你能猜出USL匹兹堡Riverhounds SC穿什么颜色？ 匹兹堡锻造橄榄球俱乐部怎么样？
A Penguins fan can slip into a Riverhounds game already dressed for the occasion, and a Steelers fan can wave their towel at a Forge match. Wherever you go in Pittsburgh, kindred fans wear black and yellow, a sign of camaraderie no matter what the sport. They are fans of Pittsburgh, which means they are fans of every team in their city.
企鹅球迷可以溜入已经为此场合穿着的Riverhounds游戏中，而钢人球迷可以在Forge比赛中挥舞毛巾。 无论您在匹兹堡到哪里旅行，同志球迷都会穿黑色和黄色，无论运动是什么，这都是友爱的标志。 他们是匹兹堡的球迷，这意味着他们是所在城市每支球队的球迷。
Wear red.
穿红色。
Muhammad Ali wore red. The Redbirds wore red. The University of Louisville—host to the most sports teams in the city—wears read. The Bats wear red now. Even the bourbon wears red!
穆罕默德·阿里(Muhammad Ali)穿着红色。 红鸟穿着红色。 路易斯维尔大学(University of Louisville)是该市最多运动队的主办地，着装经典。 蝙蝠现在穿红色。 甚至波旁威士忌都穿红色！
Red is passion. Red is danger. Red is love and adventure, violence, fire, blood and a blanket of 554 roses. Red is visceral. It’s already a vital part of the visual vocabulary of Louisville. When you head to a Louisville game—Cards, Bats or Falls City FC—you know to wear red.
红色就是激情。 红色是危险。 红色代表爱与冒险，暴力，火，鲜血和554朵玫瑰 。 红色是内脏的。 它已经是路易斯维尔视觉词汇的重要组成部分。 当您前往路易斯维尔游戏(纸牌，蝙蝠或瀑布城足球俱乐部)时，您会穿红色。
Update: Also, red scores more. (Thanks, Grey J.)
波峰 (The Crest)
罚则：一切 (Penalty: Everything)
The crest is crowded and confusing. Where to begin? I’ll address each item in the logo explainer above.
顶峰拥挤而混乱。 从哪里开始？ 我将在上面的徽标解释器中介绍每个项目。
Stars & Fleur-de-lis · If the fleurs-de-lis look peculiar, it’s because they are cribbed from bad clip art of a former Louisville flag. The actual fleurs-de-lis of the former flag of Louisville (1934–2003) look very different.
星星与鸢尾花(Fleurs-de-lis)·如果鸢尾花看起来很奇特，那是因为它们是从前路易斯维尔国旗的剪贴画中抽出来的。 前路易斯维尔国旗(1934–2003)的实际fleurs-de-lis看起来非常不同。
The 13 stars do not represent Louisville. They represent 13 states—none of which are Kentucky, the commonwealth in which Louisville resides. And even if the stars were a crucial design element (they are not), these are aligned pointing up instead of out (because clip art).
13星并不代表路易斯维尔。 它们代表了13个州，其中没有一个州是肯塔基州，路易斯维尔所在的英联邦。 即使星星是关键的设计元素(不是)，它们也要朝上而不是朝外对齐(因为剪贴画)。
Five Sides · The five sides “represent the five bridges that cross the Ohio River.” That’s just a shield crimped into a clunky pentagon. The only bridge anyone cares about is the Second Street Bridge because it’s forever tied to a story about being second place.
五面·五面“代表穿越俄亥俄河的五座桥梁。” 那只是一个卷曲成笨拙的五边形的盾牌。 第二大街桥是任何人唯一关心的桥梁，因为它永远与第二名的故事联系在一起。
LouCity · The name is set in Gotham Bold, a lovely typeface whose ubiquity in recent years has rendered it flavorless. Why is the y kerned so far away? Why is there a space between Lou and City if it’s supposed to be LouCity? Why use the familiar LouCity and the formal Football Club (as opposed to FC, or just not mentioning it)?
LouCity·名称取自 Gotham Bold，这是一种可爱的字体，近年来它的普及使它变得无味。 为什么是Y kerned那么远？ 如果应该是LouCity，为什么Lou和City之间会有空间？ 为什么要使用熟悉的LouCity和正式的足球俱乐部 (而不是使用FC ，或者只是不提及它)？
Purple Triangle · It’s not a triangle; it’s a quadrangle. Check that bottom right “corner.” Why doesn’t the diagonal vector meet the corner? The stated logic behind the triangle—“our city’s rise as a professional market”—implies the existence of our city as an unprofessional market. What are you saying? Has Louisville been an amateur market this whole time? Does the black “triangle” evoke the city’s fall as a professional market?
紫色三角形·它不是三角形； 这是一个四边形。 检查右下角的“角”。 为什么对角矢量不与拐角相交？ 三角形后面所说的逻辑“我们的城市作为专业市场的崛起”意味着我们的城市是一个非专业市场。 你在说什么？ 路易斯维尔一直以来都是业余市场吗？ 黑色的“三角形”是否唤起这座城市作为专业市场的衰落？
Diagonal Line · The line represents “the Ohio River, the primary driver for our city’s growth. The city emblems on both sides of the river unite the community.” The reality is diagonal lines are fashionable in soccer shields. The Ohio River is oriented in the opposite direction and this diagonal line is literally separating the other city emblems.
对角线·该线代表“俄亥俄河，是我们城市发展的主要动力。 河流两侧的城市标志使社区团结起来。” 现实是对角线在足球盾牌中很流行。 俄亥俄河的方向相反，这条对角线实际上分隔了其他城市标志。
Essentially, the crest is a disassembled clip art flag slapped on a shoddy pentagon with lazy typography. And purple.
本质上，波峰是用懒惰的排版打在伪劣的五边形上的拆卸的剪贴画旗帜。 和紫色 。
解决方案：Fleur-de-lis (Solution: Fleur-de-lis)
Logos are full of contradiction. They need to be fresh and new while maintaining historical equity. Keep it simple and make it say everything. They need to be bold and agile. It has to look good tiny, but make it bigger. The logo needs to be a tangible memento that captures Louisville’s ineffable spirit.
徽标充满矛盾。 它们必须是新鲜的，同时又要保持历史的公平。 保持简单，说出一切。 他们需要大胆而敏捷。 它必须看起来很小，但要使其更大。 徽标必须是切实的纪念品，以捕捉路易斯维尔无法言喻的精神。
Victor Hammer’s 1953 design of the seal of the City of Louisville is one of the most beloved and revered designs in Louisville. The stars are insignificant (as stated above), but the fleur-de-lis design and typography are perfect.
维克多·哈默(Victor Hammer)1953年设计的路易斯维尔市印章是路易斯维尔最受欢迎和受人尊敬的设计之一。 星星微不足道(如上所述)，但fleur-de-lis的设计和版式非常完美。
Adopted for a modern context and borrowing only the essential elements, a simple and familiar fleur-de-lis and elegant FC can communicate everything. Nothing more and nothing less.
简单而熟悉的fleur-de-lis和优雅的FC可以在现代环境中使用并且仅借用基本要素，从而可以传达所有信息。 一无所有。
One fleur-de-lis, one city. A symbol of Louisville since it’s inception. FC pulls double-duty, for Falls City and Football Club. The components can be reproduced large or small, together or individually, whole or cropped and still register as the brand (i.e. it’s well-suited for merchandise).
一棵鸢尾花，一座城市。 自成立以来就象征路易斯维尔。 FC取消了瀑布城和足球俱乐部的双重职责。 这些组件可以全部或单独地或大或小地整体或裁剪地复制，仍然可以注册为品牌(即非常适合用于商品)。
额外时间：套件 (Extra Time: Kits)
The best sports uniforms of all time look different from the rest, not the same. From the New York Yankees’ pinstripes to the Oregon Ducks’ 512 uniform combinations, kits that stand out have unique design elements. In soccer, whose outfits stand out? Bold colors and patterns.
有史以来最好的运动服看起来与其余的不同 ， 不同 。 从纽约洋基队的细条纹到俄勒冈鸭队的512制服组合 ，引人注目的套件具有独特的设计元素。 在足球比赛中，谁的服装脱颖而出？ 大胆的颜色和图案。
Fortunately, there’s already a long tradition of bold colors and patterns unique to Louisville: jockey silks.
幸运的是，路易维尔(Louisville)早就拥有大胆的颜色和图案：骑师丝绸。
This wink and nod to the city’s horse racing heritage adds another layer of Louisvilleness, and functions well to distinguish the team from the fairly conservative kits of their opponents in the NWSL and USL. Falls City FC could issue new variations each match. Of course, the shorts should be in the style of Ali’s single-striped boxers. And think of the merch!
对这座城市的赛马遗产的这种眨眼和点头又增加了路易斯维尔的层次，并且很好地将车队与NWSL和USL的对手相当保守的装备区分开来。 Falls City FC可以在每次比赛中发布新的版本。 当然，短裤应该采用阿里的单条纹 拳击手风格。 并想到商品！
I hope this critique clearly illustrates the shortcomings of the new Louisville City FC branding, and establishes a potential path for success.
我希望这种批评能清楚地说明新的路易斯维尔市足球俱乐部品牌的缺点，并为成功打下基础。
As a fan, I crave the best for and from my team. As a designer, I aspire to create intentional visual communication. In Louisville City FC’s flubbed brand rollout, I see a teachable moment that translates across industries and media. I hope this exercise in design thinking is helpful.
作为粉丝，我渴望从团队中获得最好的东西。 作为设计师，我渴望创建有目的的视觉交流。 在路易斯维尔市足球俱乐部混乱的品牌推广中，我看到了一个可以跨行业和跨媒体进行翻译的可教导的时刻。 我希望本设计思想练习对您有所帮助。
And may the powers that be at Louisville City FC find it in their eternal wisdom to correct course and step up to the big leagues in style.
也许路易斯维尔市足球俱乐部的力量会以他们永恒的智慧找到正确的路线，并在风格上迈向大联盟。
Michael Buchino is an art director, graphic designer, illustrator, animator, letterer, et ceterer born and raised in Louisville, Kentucky.
迈克尔·布奇诺 ( Michael Buchino) 是在肯塔基州路易斯维尔出生和长大的艺术总监，图形设计师，插画家，动画师，文字家等。
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翻译自: https://medium.com/@buchino/rethinking-louisvilles-soccer-brand-cb1e41d6e1bb
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