萬萬想不到含義的十大logo(上)

Logos—we see hundreds of them every day. We see them so much that we often don't even think about them. But years of work and millions of dollars go into even the simplest logos, and sometimes the layers of hidden meanings can be hard to believe.

我們每天都能看到成千上萬的logo，卻從來沒有想過它們背後又有什麼深刻的含義。但是這些看似簡單的logo卻是人們投入了大量的金錢和心血所創作的，並且有些logo還蘊含着令人難以置信的意義。

x Logo Subliminally Tells Us They Are Fast

10.聯邦快遞的logo 告訴我們他們是最快捷的

The Fedex logo is basically just the company's name: "Fed" in bold purple writing and "Ex" in bold orange. There's nothing particularly clever about that. So why has such an unassuming logo won dozens of awards? For its use of negative space. In the FedEx logo, the "E" and the "x" are positioned in such a way that an arrow is formed in the space between them. A lot went into the creation of this logo, including months of work and the creation of an entirely new letterform. But what is represented in the logo is apparently very effective on a subliminal level. Many don't specifically notice the arrow but still process it on an unconscious level, associating it with the sense of speed and proficiency that the company certainly hopes to be linked to.

Fedex（聯邦快遞）的logo其實只是一個簡單的公司名字："Fed"是用紫色繪出的，而"Ex"是用大膽的橙色。這個logo的設計看似沒有什麼聰明之處。那麼到底是什麼讓這個logo設計可以獲得那麼多獎項呢？這個logo設計的巧妙之處在於對負空間的高度利用，在聯邦快遞的標誌中有這麼個細節，E和x之間的負空間組成了一個向右的箭頭。爲了這個logo的誕生，設計師們投入了數月的心血，甚至融入了一種全新字體形式的創造。但是這樣的投入顯然是值得的，人們在看見這個logo的時候在潛意識裏就明白這個logo所要表達的意思。雖然大多數人並不會特別去注意那個箭頭，但是在大腦的潛意識裏依然會受到影響，接收到聯邦公司希望傳遞給大衆的快捷和發展精神。

Golden Arches Are Boobs

9.麥當勞的金色拱門logo居然是乳房

One would be forgiven for thinking that the McDonald's logo is nothing but a large yellow representation of the first letter in the company's name. And it technically is, but there's more to it. To some, the rounded "M" subconsciously represents our mother's breasts. In the 1960s, McDonald's was retooling its image, which included discussing a possible new logo. Louis Cheskin, a psychologist and design consultant hired by McDonald's urged them to keep the current logo, claiming that the golden arches had a Freudian effect that made customers imagine a pair of nourishing breasts, which then made them hungry. Some find this hard to believe, but one thing's for sure—you won't look at the big "M" the same way again after today.

人們看到麥當勞的logo時總是會不假思索地認爲麥當勞標誌只不過是表示公司名字首字母的黃色M。其實它還有更多的含義，一些人會下意識地認爲圓形的"M"代表我們母親的乳房。在1960年代，麥當勞重塑其形象，討論了一些可能的新logo。麥當勞渴望能夠保持現有的logo，於是麥當勞僱傭了Louis Cheskin——他是一個心理學家同時也是一個設計顧問。並且聲稱這個金色拱門是一種弗洛伊德營銷，可以讓顧客看到這個logo會想到是一對滋養的乳房，讓客戶感到飢餓。這些發現令人很難相信，但是可以確認一件事——那就是如今你不會看到這個大"M"而想到同樣的事情。

um of London Logo Shows History

8.倫敦的博物館logo展現了歷史

The Museum of London is dedicated to recounting the history of London through all eras, from medieval times to today. In 2010, the museum needed a revamp, hoping to update their image and appeal to a younger audience. The new logo they presented was certainly capable of that due to its vibrant color, but on top of that you can learn about the history of London just by looking at it. The logo features several colored layers, each representing a different geographical shape London has taken in its evolution through time. This reflects the history and change that the museum displays and documents inside, as well as being almost impossible to miss due to its color.

倫敦博物館致力於講述倫敦從中世紀到今天的所有歷史。在2010年，這個博物館決定轉型，希望能夠改變它一直以來給人們的印象並且吸引到更多的年輕人。於是一個新的logo誕生了，它充滿活力的色彩表達了它的可用性，但是最重要的是你可以通過觀察它就能瞭解到倫敦的歷史。這個logo的特點在於它的色彩有很多層次，並且不同的地理形狀分別講述了倫敦的發展史。它反映了博物館所要展現的歷史和變更，除了這些以外，它的色彩也是不容錯過的精彩。

as Logo Makes You Work Harder

7.阿迪達斯的logo激勵人們去努力

Adidas manufactures sports clothing and accessories, but it's probably most known for the shoes. The name "Adidas" originated as a combination of the first and last name of the company's creator, Adolf Dassler. Even at the very beginning, Adidas put heavy interest into marketing, with "the brand with the three stripes" almost becoming their motto. Throughout time, the company's logo has changed, but has always incorporated the three stripes. The current logo features three slanted stripes in a triangle shape, but referencing the logo of times past isn't all that's represented here. This new logo symbolizes a mountain, a metaphor for the challenges and perceivable goals that all athletes must meet and overcome.

衆所周知，阿迪達斯主要生產運動服裝和配飾，但是它最著名的產品應該是運動鞋。"Adidas"這個名字源於阿迪達斯公司的創始人阿道夫戴斯勒（Adolf Dassler）的姓和名的組合。從一開始，阿迪達斯就投入了大量的成本花費在市場營銷上，甚至"三條紋品牌"幾乎成爲了它的座右銘。隨着時代的變遷，公司的logo也發生了改變，但是總會包含"三條紋"。目前的logo是將三條紋以三角形的形狀呈現，但是過去具有代表性的logo卻沒有完全體現在這個logo中。這個新的logo象徵着一座大山，一個隱喻的挑戰和可感知的目標，這個logo告訴所有的人們必須做好接受挑戰的準備，克服一切困難才能達到這個目標。

ubishi Logo Shows Company Lineage

6.三菱標誌象徵了公司血統

Mitsubishi was first established as a shipping firm in the 1800s and involved the merging of two groups to become one company. The logo represents this by combining two "crests"—the three-leaf crest of the Tosa Clan and the Iwasaki family crest, which showed three diamonds stacked on top of each other. The three diamonds are said to signify reliability, integrity, and success and are colored red because red denotes confidence and attracts customers to the brand.

三菱的前身早在1800年的時候還是一家船廠，後面和另外兩家公司合併之後成爲了一個公司，也就是現在的三菱汽車公司。三菱的logo是巖崎家族的家族標誌「三段菱」和土佐藩主山內家族的家族標誌"三柏菱"的結合，後來逐漸演變成今天的三菱標誌，以三顆菱形鑽石爲標誌。據說這三顆鑽石意味着可靠、完整和成功，並且底色爲紅色，因爲紅色代表自信，並且能夠吸引更多的客戶。

翻譯:曹秋會 來源：前十網