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I’ve always been intrigued by the proverb “Different is better than better”. It’s the kind of life-hacky, too-weird-not-to-work kind of advice that I’m usually drawn to. But, the perfectionist in me had always denied me the opportunity to test it on anything. Then 2020 struck and I was forced to.
我一直对谚语“不同总比总好”着迷。 这是我通常会想到的那种生活琐事，太古怪而不上班的建议。 但是，我内心的完美主义者一直拒绝让我有机会对任何事物进行测试。 然后2020年到来，我被迫这么做。
April turned into May and Melbourne’s COVID lockdowns tightened. Business owners like myself were rattled and like many entrepreneurs, I immediately got to work on a side project. A backup plan in case the impending recession was unkind to my other businesses.
4月变成5月，墨尔本的COVID锁定政策收紧。 像我这样的企业主感到不安，和许多企业家一样，我立即开始了一个副项目。 一个备用计划，以防即将来临的经济衰退对我的其他企业不利。
During a late-night Zoom session with my business partner, Karl, the idea just fell out of the sky. For me, ideas never come when I want them to but this time was different. Maybe we can thank the anxiety-induced adrenaline flowing through our brains for the breakthrough, but whatever it was, lightning struck hard and fast. We were going to start an unlimited subscription service like Design Pickle or Penji, but for app development.
在与我的业务合作伙伴Karl进行的深夜Zoom会议中，这个主意刚刚浮出水面。 对我来说，当我想要它们时，想法永远不会出现，但是这次却有所不同。 也许我们可以感谢由焦虑引起的肾上腺素在我们的大脑中流动所带来的突破，但是无论它是什么，闪电都在不断轰动。 我们将开始提供无限订阅服务，例如Design Pickle或Penji，但用于应用程序开发。
We knew the offering would be irresistible. We’ve run app agencies long enough to know an attractive business model when we see one. Plus we’d be operating in an untapped blue ocean market. It was a no-brainer. But, we still needed to figure out how to grab people's attention and create instant brand recognition — Enter the dinosaurs.
我们知道此次发行将不可抗拒。 我们已经运营应用程序代理足够长的时间，以便在我们看到一种有吸引力的业务模型时就知道它。 另外，我们将在尚未开发的蓝色海洋市场中运营。 这很容易。 但是，我们仍然需要弄清楚如何吸引人们的注意力并建立即时的品牌知名度-输入恐龙。
Our first three company name choices were taken, so we settled on Appasaurus. It was a brand name too wacky to take too seriously; A perfect opportunity to test out “Different is better than better”.
我们选择了前三个公司名称，因此我们选择了Appasaurus。 这个品牌名称太古怪，不能太当真。 检验“不同总比总好”的绝好机会。
That became the mantra. ‘Different’ trumped all other brand objectives. I didn’t have time to do extensive brand research or muck around with dozens of logo ideas. In my paranoid and sleep-deprived mind we needed a site up yesterday. What did we have to lose anyway?
那成了咒语。 “不同”胜过所有其他品牌目标。 我没有时间进行大量的品牌研究，也没有足够的时间来研究数十个徽标创意。 在我的偏执狂和睡眠不足的头脑中，我们昨天需要一个站点。 无论如何我们要失去什么？
It needed to be memorable. Dinosaur mascots — check. But more than that, the style of the dinosaurs also needed to be unique.
它需要令人难忘。 恐龙吉祥物-检查。 不仅如此，恐龙的风格也必须独特。
I should be able to apply the style to any object and make it instantly identifiable as ‘Appasaurus’.
我应该能够将样式应用于任何对象，并使其立即可识别为“ Appasaurus”。
Due to the frenzy I had worked myself into, necessity became the mother of invention. With no time to waste I scribbled up some simple dinosaur sketches, hoping for inspiration to strike. Nothing came. A few minutes went by then I gave up on the primitive black outlines and moved on. I couldn’t sit around waiting for the perfect brand concept to reveal itself. I needed to keep moving, so I resolved to use the dino-sketches as placeholder graphics for now, so we could start building the website.
由于我努力工作，所以必然成为了发明之母。 我没有时间浪费，草拟了一些简单的恐龙草图，希望能激发灵感。 什么都没来。 几分钟后，我放弃了原始的黑色轮廓，继续前进。 我无法等待完美的品牌概念来展现自己。 我需要继续前进，因此我决定暂时使用dino-sketches作为占位符图形，以便我们可以开始构建网站。
I knew I wanted the brand to be fun and colourful, so, for the placeholder graphics to be useful, they should at least include my chosen palette. So, I selected the fattest photoshop brush in my toolbox and hurriedly filled in the black outlines with colour. To my surprise the colour brought my scribbles to life. It gave them a childish colouring book charm that was both familiar and unique at the same time. Was it professional? Would it stand the test of time? What on earth did it have to do with app development? Who cares? Different is better than better, right?
我知道我希望这个品牌既有趣又色彩丰富，因此，为了使占位符图形有用，它们至少应包括我选择的调色板。 因此，我在工具箱中选择了最胖的photoshop笔刷，然后急忙用颜色填充黑色轮廓。 令我惊讶的是，颜色使我的涂鸦变得栩栩如生。 它给了他们幼稚的图画书魅力，同时又熟悉又独特。 它是专业的吗？ 它经得起时间的考验吗？ 它与应用程序开发到底有什么关系？ 谁在乎？ 不同总会更好，对吧？
The colouring book style stuck and those placeholder graphics became the core of the Appasaurus brand. I ended up adding some funky repeatable patterns, which served to break up the dino-madness a little. They also provided a secondary texture I could use in cases where dinosaurs didn’t fit. But other than that, not much changed.
着色书的风格停滞不前，这些占位符图形成为Appasaurus品牌的核心。 最后，我添加了一些时髦的可重复图案，这些图案可以稍微消除恐龙的疯狂。 它们还提供了在恐龙不合适的情况下可以使用的辅助纹理。 但是除此之外，没有太大变化。
The sketchy style also made its way into the logo, which was scribble number forty-six on my artboard (below). I’m not sure if she’s a T-Rex or a Raptor or something in between but I gave her a little halo for good measure. Dinosaur angels who have come back from extinction to build awesome apps. Perfect. Different is better than better.
粗略的风格也进入徽标中，在我的画板上(下图)上的涂鸦编号为46。 我不确定她是霸王龙还是猛禽或介于两者之间的东西，但我给了她一点晕的感觉。 从灭绝中回来的恐龙天使们开发了很棒的应用程序。 完善。 与众不同总比不到好。
Why stop there?, I thought. If we are doing this dinosaur thing, let’s go all-in! The language and tone-of-voice we use should be dino-inspired. Our social content and ad creative should all be prehistoric. In fact, let’s refer to our team as dinosaurs as well, with job titles like ‘Devel-o-raptor’ and ‘Design-o-dactyl’. Too much? Maybe, but if different is better than better, then it’s more risky not to do it, I convinced myself.
我为什么要停在那里？ 如果我们正在做这种恐龙事情，那就全力以赴吧！ 我们使用的语言和语气应该受到恐龙的启发。 我们的社交内容和广告创意都应该是史前的。 实际上，我们也将我们的团队称为恐龙，其职位名称为“ Devel-o-raptor”和“ Design-o-dactyl”。 太多了？ 也许吧，但是如果不同要好，那么我坚信不这样做就更具风险。
And so, I set out on a Jurassic mission to dinofy absolutely everything. Nothing should be bland or corporate. Nothing should be stogy or conservative.
因此，我开始执行侏罗纪任务，以彻底消灭一切。 没有什么应该是平淡无奇的。 任何事情都不应该是卑鄙的或保守的。
If I was stuck on a piece of copy or artwork, I’d simply scrap it and throw in a stegosaurus.
如果我被困在复制品或艺术品上，我会简单地将其废弃并扔进剑龙中。
Designing with this rigid and almost nonsensical set of rules was actually surprisingly liberating. Doubt was all but eliminated. Everything made sense. It was easily the fastest brand design project I’ve undertaken in my 20-year design career and it is by far the easiest brand to apply.
使用这套僵化且几乎荒谬的规则进行设计实际上令人惊讶地解放了。 怀疑几乎消除了。 一切都说得通。 在我20年的设计生涯中，这很容易成为我完成的最快的品牌设计项目，也是迄今为止最容易应用的品牌。
“But did it work?” I imagine you asking. Did fully committing to the ‘Different is better than better’ mantra achieve the desired outcome? Let me answer by saying this —
“但是行得通吗？” 我想你问。 完全致力于“不同胜于雄”的口号是否达到了预期的结果？ 我这样回答：
I will never take another approach to brand design again. Different is way better than better!
我再也不会采用其他方法进行品牌设计了。 与众不同总比更好好！
This silly, rushed and restrictive little brand surpassed my expectations in pretty much every way.
这个愚蠢，仓促和限制性的小品牌几乎在所有方面都超出了我的期望。
The feedback has been extremely positive from both industry and consumers. The site received an honorable mention from the team at Awwwards.com
业界和消费者的反馈都非常积极。 该网站在Awwwards.com上获得了团队的荣誉奖
Brand recall is very high. We surveyed the public, giving them 10 app development agency banners to memorise. On average they recalled 3–4 business names. Appasaurus was one of them for over 90% of those surveyed.
品牌召回率很高。 我们对公众进行了调查，为他们提供了10条应用程序开发机构的横幅以供记忆。 他们平均回想了3-4个商户名称。 在90％以上的受访者中，Appasaurus就是其中之一。
We’ve seen Facebook ad CPCs as low as 40c for some of our ad creative, compared to click costs of over $2 for our more conservative agency brands.
我们已经看到一些广告素材的Facebook广告每次点击费用低至40分，而比较保守的代理品牌的点击费用则超过2美元。
Even trust in the brand is high among those surveyed and is resulting in strong sales. There’s something about giving a brand a personality that helps build consumer confidence. It breathes humanity into an organisation and people buy from people, as the saying goes.
在接受调查的受访者中，甚至对该品牌的信任度都很高，从而导致了强劲的销售。 为品牌赋予个性有助于建立消费者信心。 俗话说，它将人的气息渗透到组织中，人们从人们那里购买东西。
Surprisingly, we’ve found the brand resonates a lot better with men than women. Ad click-through rates are more than twice as high among male Facebook and Instagram users than they are for female users. So, clearly we still have work to do on that front.
令人惊讶的是，我们发现该品牌在男性中的共鸣比女性好得多。 Facebook和Instagram男性用户的广告点击率是女性用户的两倍。 因此，显然，我们在这方面仍有工作要做。
But the biggest takeaway for me was just how easy and enjoyable the whole process was. I’ve designed a lot of brands over the years. Some projects are easier than others. Some are more fun than others. But working in this fast, focused and highly restrictive manner was an absolute pleasure. There was none of the usual self-doubt. None of the endless options and blank canvas syndrome.
但是对我来说，最大的收获就是整个过程多么轻松和愉快。 这些年来，我设计了很多品牌。 有些项目比其他项目容易。 有些比其他有趣。 但是，以这种快速，专注和高度限制的方式工作绝对是一种乐趣。 没有通常的自我怀疑。 无休止的选择和空白的画布综合症都没有。
Pick a bold theme. It doesn’t need to be better than the competitor’s, just different. Then commit to it religiously, work fast and never look back. That’s my new brand design philosophy until another proverb comes calling.
选择一个大胆的主题。 它不需要比竞争对手更好，只是有所不同。 然后认真地致力于它，快速工作，永不回头。 这是我的新品牌设计理念，直到另一个谚语传来。
翻译自: https://uxdesign.cc/different-is-better-than-better-a-brand-design-case-study-b58638449c7f
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