小米的新logo,就这?
发布于 2021-04-09 04:09
小米的新logo,就这？
最近，小米换新logo了，但是却遭到了网民的一致嘲笑。很多人都建议雷军报警，让我们看看South China Morning Post对这件事的报道吧。
Chinese smartphone maker Xiaomi is being mocked on social media for spending three years and hundreds of thousands of dollars on a revamped logo that looks remarkably similar to the original, which the company had been using since its founding in 2010.
小米（Xiaomi）花了3年时间和数十万美元改造（revamp）它的旧商标，结果新商标却和旧的高度雷同（remarkably similar），在社交媒体上遭到了大家的嘲笑（mock）。
The unveiling happened on Tuesday during what Xiaomi dubbed its Mega Launch event, where it confirmed a long-rumoured plan to make electric vehicles and launched a foldable smartphone. The logo – which now takes the shape of a “squircle”, swapping out sharp corners for rounded ones – represents a new image for the company, founder and CEO Lei Jun said during the event.
本周二，小米发布了一款可折叠智能手机（ foldable smartphone），并证实了传言已久（long-rumoured）的电动车生产计划。该公司创始人兼首席执行官雷军在活动期间表示，该公司的标志现在变成了一个“方圆”（squircle，square+circle），将锐角换成了圆角，代表了公司的新形象。
Lei confirmed that the company started its search for a new design in 2017, ultimately enlisting the help of renowned designer Kenya Hara, the art director of Japanese retailer Muji. “Finally, a design moved us,” Lei said. One widely reported figure in China put the cost of the logo at 2 million yuan (US$305,000), a number Xiaomi has not confirmed but a detail that netizens quickly latched onto.
新logo的设计师是日本零售商无印良品（Muji）艺术总监、著名设计师Kenya Hara的帮助。这个设计报价将近200万元人民币（约合30.5万美元）。
“I think Boss Lei got scammed,” one Weibo user commented under Xiaomi’s post about the new logo, drawing more than 4,000 likes. “I suggest that Xiaomi call the police.”“I can do this for 20,000 yuan,” another Weibo user wrote. “Or 2,000.”
网民对小米的新logo并不买账。“我认为雷老板被骗了（get scammed）”，“我建议小米报警(call the police)”，“这个东西我2万元或者2000就能做出来。“这样的帖子不绝于耳。
“I suppose many people would say, ‘That’s it? That took three years?’” he wrote. Many reactions online are asking exactly that, but Lei said the change represents an upgrade of the company’s “internal spirit and qualities”.
但新设计得到了雷军的力挺，他写道，这一变化代表着公司“内在精神和品质”（internal spirit and qualities）的提升（upgrade）。
Hara’s own explanation for the design suggests more work went into it than simply rounding the edges. In a five-minute pre-recorded video played at the event, Hara said he sought the best shape combining a circle and square by extensively studying both
shapes and applying mathematical equations.
The result, according to the designer, strikes a perfect balance between the round shape and rectangular one. In addition to changing the shape of the orange background, Hara adjusted the curves of the typography for the “mi” letters so that they match the rest of the design.
设计师Hara阐述了自己的设计理念。他说，自己不仅仅是把图片的边缘磨圆，而是通过数学方程（mathematical equations）找到了圆形和方形的最佳结合，在圆形和矩形之间达到了完美的平衡（strikes a perfect balance between the round shape and rectangular）。除了改变橙色背景的形状外，哈拉还调整了“mi”字母的排版曲线，使它们与设计的其余部分相匹配。
Some people responded to this line of thinking online, saying the story behind the new logo is more important than the actual changes.One person responded, “You think Lei was duped by a Japanese master, while in fact he took advantage of all the traffic on the internet.”
网上也有人支持了小米的新logo，他们说新标识背后的故事比实际变化更重要。另一些人则表示，“你认为雷军是被一位日本高手骗了（dupe），而事实上他利用了互联网上所有的流量（traffic）。”
你觉得小米花200万买的新logo划算么？在评论区里写下你的看法吧。
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