shields 徽标_是什么让徽标很棒

shields 徽标

重点 (Top highlight)

“I’ll know it when I see it.”

“看到它我就会知道。”

Yuck.

uck

To a designer, this non-specific direction can be frustrating to receive — but there is a glimmer of value hiding in those shadows. Most people can identify an objectively great logo when they see one, even if they can’t tell you exactly why it’s great.

对于设计师而言，接受这个非特定的方向可能会令人沮丧-但是在这些阴影中隐藏着一丝价值。 大多数人看到一个徽标就可以客观地识别出一个很棒的徽标，即使他们无法确切告诉您它为什么很棒。

That’s the thing about logos. The quality of a logomark is mostly subjective. Mostly. But great brand identity is designed to stand out. It sets itself apart, both from the drafts left on the cutting room floor and from competitor brands.

徽标就是这样。 徽标的质量主要是主观的。 大多。 但是出色的品牌形象旨在脱颖而出。 无论是在裁缝室地板上留下的草稿还是在竞争对手品牌中，它都与众不同。

Brand identity designers are challenged with catching lightning in a bottle. They must create a symbol that is at once simple, unique, relevant, meaningful, memorable, adaptable, and brand-appropriate. (Whew.)

品牌识别设计师面临的挑战是如何在瓶子中捕捉闪电。 他们必须创建一个既简单又独特，相关，有意义，令人难忘，适应性强且与品牌相称的符号。 (哦)

Distilling that many qualifiers into one purified, vectorized mark can seem like a tall task — but it isn’t an impossible one.

将许多预选赛提炼成一个纯化的矢量化标记似乎是一项艰巨的任务，但这并非不可能。

I thought I’d share the rubric I use to evaluate my identity work before a client ever sees it. Bear in mind, this is neither an exhaustive way to gauge the quality of a logo, nor is it a quantitative measure. Logo design is admittedly a squishy science.

我以为我会与客户分享身份评估工作时所用的专栏。 请记住，这既不是衡量徽标质量的详尽方法，也不是定量方法。 徽标设计是一门糊糊的科学。

My ultimate goal is a happy client running a successful business, and that success must begin with a solid brand identity. As I work through a client’s design brief, here are three qualifiers that keep us headed in the right direction.

我的最终目标是让一个快乐的客户经营一个成功的企业，而成功必须始于坚实的品牌形象。 在我处理客户的设计简介时，以下三个限定词使我们朝着正确的方向前进。

可以从内存中手动有效地重新创建徽标吗？ (Can the logo be effectively recreated by hand from memory?)

This is the single most effective test I’ve found to determine if a logo hits the mark. If a logo can be replicated from memory by the average person with a Sharpie and a little imagination, it is both simple enough to stand for a complex idea (like a company) and remarkable enough to plant its flag in the wrinkles of the human brain.

这是我发现的最有效的测试，用于确定徽标是否符合要求。 如果一个普通的人可以用一个Sharpie和一点点想象力从记忆中复制徽标，那么它既简单到足以代表一个复杂的想法(如一家公司)，又足以将其标志植入人脑的皱纹中。

Need an example? Let’s think for a moment about the Nike logo. Unless you were raised by wild hogs away from Wi-Fi and sneakers, you’re almost certainly able to recall the shape of the Nike logomark. If challenged, you could probably hand-draw a fairly accurate “swoosh.”

需要一个例子吗？ 让我们考虑一下耐克徽标。 除非您被远离Wi-Fi和运动鞋的野猪抚养长大，否则您几乎可以肯定会记得Nike徽标的形状。 如果受到挑战，您可能会手工绘制一个相当准确的“耐克”。

Simplicity is not absolute and minimalism is not a mandate; there are some great logos that have a lot of moving parts. But the more complex a logo becomes in concept or execution, the more subjectivity the designer introduces, and therefore the more opportunities for imperfections and missteps the designer creates.

简单不是绝对的，简约不是强制性的。 有一些很棒的徽标，其中包含很多活动部件。 但是徽标在概念或执行上变得越复杂，设计师引入的主观性就越高，因此，设计师设计的瑕疵和失误的机会就越多。

Likewise, simple ideas are easier for people to remember; they are “stickier.” Since one of the goals in developing any brand identity should be to register brand recognition, this simple test demonstrates how real live human beings will experience your logo in the wild — and remember it afterward.

同样，简单的想法更容易让人记住。 它们“更粘”。 由于开发任何品牌标识的目标之一应该是注册品牌知名度，因此这项简单的测试演示了真实的人类将如何在野外体验您的徽标-并在以后记住它。

(None of this even begins to touch on how a simpler logo is more scalable and replicable across media, print, embroidery, etc., but that’s a conversation for another article.)

(这甚至都没有涉及到更简单的徽标如何在媒体，印刷品，绣花等上具有更大的可扩展性和可复制性，但这只是另一篇文章的话题。)

徽标标识而不是描述吗？ (Does the logo identify rather than describe?)

While the logomark is a fundamental element of brand identity, it is but one weapon in a company’s communications arsenal, and you need the full allotment to conquer the hearts, minds, and wallets of potential customers.

虽然徽标是品牌标识的基本要素，但它只是公司传播工具中的一种武器，您需要全额分配来征服潜在客户的心，思想和钱包。

Just as you’re unlikely to use a jackhammer to insert a nail into the wall of your living room, you can’t expect a single tool to solve every business or branding problem.

正如您不太可能使用手提钻在客厅的墙壁上钉钉子一样，您不能指望有一个工具能够解决所有业务或品牌问题。

Your logo is a tool. Its job is to identify your company — not describe it. A truly great logo conveys the idea of your business at a glance.

您的徽标是一种工具。 它的工作是识别您的公司，而不是对其进行描述。 真正出色的徽标可以一目了然地传达您的业务理念。

Just as spoken language has evolved by imbuing sound with meaning, the language of brand identity breathes meaning into simple shapes and type, conjuring the idea of your business using only a symbol. Magical stuff, really.

正如口头语言通过向声音中注入含义而演变而来的那样，品牌标识语言将含义呼吸成简单的形状和类型，仅用一个符号就可以使您的业务构想变幻无常。 神奇的东西，真的。

When you read the word “horse,” visions of the animal enter your mind’s eye. Maybe yours is brown with white spots; maybe it’s jet black and galloping off into the sunset. Next, you might think of tangentially horse-related concepts — horseback riding, saddles, cowboys, the Kentucky Derby.

当您阅读“马”一词时，动物的视线便进入您的大脑。 也许你的皮肤是棕色的，上面有白色的斑点； 也许是乌黑的，飞奔入日落。 接下来，您可能会想到与马相关的概念-骑马，马鞍，牛仔，肯塔基德比。

The word “horse” conjures up a specific thing in a human’s mind; but the word “horse” is not the script of the movie Seabiscuit. There is a distinction in that Seabiscuit is a whole story, while the word “horse” is an idea.

“马”一词 让人联想到特定的事物； 但是“马”这个词 不是电影Seabiscuit的剧本。 区别在于Seabiscuit是一个完整的故事，而“ horse”一词 是一个主意。

There are plenty of tools to help you tell the story of your brand, so don’t make your logo a Swiss Army knife. Logos are meant to identify, not describe. They should be a single word, not a novel.

有很多工具可以帮助您讲述品牌故事，所以请不要将徽标用作瑞士军刀。 徽标用于标识而不是描述。 它们应该是一个单词，而不是小说。

徽标是否结构合理且合适？ (Does the logo feel well-constructed and appropriate?)

When reviewing potential logos for your company, ask yourself a few questions about how it looks and feels to you.

在查看公司的潜在徽标时，请问自己几个关于徽标外观和感觉的问题。

Is it balanced? Does it feel grounded? Sturdy? If you tried to push it over, would it fall over like a house of cards? Is there some degree of symmetry? If not, is there a good reason for asymmetry?

是否平衡？ 感觉扎根吗？ 坚固？ 如果您尝试将其推倒，它会像纸牌屋一样倒下吗？ 有某种程度的对称性吗？ 如果不是，是否存在不对称的充分理由？

There are a lot of ways to ask these questions — and a lot more questions you can ask — but the point is this: Your logo is the foundation for your company’s brand identity. Foundations have to be damn near unbreakable. Otherwise the whole thing will collapse on itself. You want your logo to feel unbreakable, strong, and resilient too.

有很多方法可以问这些问题，也可以问更多的问题，但是重点是：徽标是公司品牌形象的基础。 基金会必须在牢不可破的情况下被诅咒。 否则整个事情都会崩溃。 您还希望徽标也感觉牢不可破，坚固而富有弹性。

On a different but equally important note, does the logo feel right for your brand? Do the basic shapes and typefaces align with the character of the brand you’re building? Does it set an appropriate tone? Does it answer the brief as you delivered it to your designer? Does it say what you want to say about your company?

从另一个不同但同样重要的角度来看，徽标是否适合您的品牌？ 基本形状和字体是否与您所建立品牌的特征相符？ 是否设置适当的语气？ 当您将摘要提交给设计师时，它是否能够回答摘要？ 它说出您想对贵公司说些什么？

A bank shouldn’t have branding that makes it feel like a sporting goods store, and a sports team shouldn’t come off looking like a hospital. Make sure that the font choices, colors, iconography, and overall look and feel of your logomark are appropriate for your industry and the personality of your company.

银行不应该拥有使其像体育用品商店的品牌，体育队也不应像医院一样冒出来。 确保徽标的字体选择，颜色，图标和徽标的整体外观适合您的行业和公司的个性。

Again, let’s use Nike as an example (in this case, an exception to the rule). The swoosh is asymmetrical, but that serves a purpose in this case, its shape conveying motion and precision. The shape of the swoosh is a perfect visual metaphor for what Nike stands for as a company. It’s appropriate, well-constructed, and memorable.

同样，让我们​​以耐克为例(在这种情况下，是规则的例外)。 旋风是不对称的，但在这种情况下，其目的是传达运动和精度。 耐克公司的代表人物是耐克公司。 这是适当的，结构合理且令人难忘的。

So there you have it: three of the qualifiers I use to develop brand identity solutions that work for my clients.

如此，您便拥有了：我用来开发适用于我的客户的品牌标识解决方案的三个限定词。

Whether you are evaluating your current logo, trying to get your bearings during a redesign, or starting your own business, I truly hope this rubric helps give you perspective and some new ways to think about your brand.

无论您是评估当前徽标，尝试在重新设计时了解自己的方位，还是开始自己的生意，我都希望此专栏能为您提供观点和一些思考品牌的新方法。

翻译自: https://modus.medium.com/what-makes-a-great-logo-5fb68d6d1082

shields 徽标