新奇事件簿 Mastercard无文字版新logo

The world-famous credit card company Mastercard is removing its name from its company logo. It will follow the likes of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo that had overlapping¹ yellow and red circles with the word "Mastercard" written over the top. The company has decided² to drop the word "Mastercard" and use just the two intersecting circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on advertising³ at sports and other events. The company's marketing⁴ officer said over 80 per cent of people spontaneously recognized the new symbol without the word "Mastercard".

世界著名信用卡公司Mastercard将把公司logo上的名字部分去掉。Mastercard将像苹果、耐克一样，只保留标志而没有文字。Mastercard过去一直使用黄红圆圈交叠的logo，“Mastercard”的字样写在下方。公司决定去除文字“Mastercard”，只使用这两个交叉的圆圈作为一个无字标识。新logo将被用在信用卡上以及商店里作为其品牌标志，也会出现在运动会和其他活动的广告中。公司市场专员表示超过80%的人都能够认出无字版的新标志。

Mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name being on it. The new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company. The world is now full of instantly recognizable logos that contain no words. Apple's bitten apple logo and Nike's swoosh are prime examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke⁵ about maximizing the effect of a small logo on a phone or watch. He said: "You're trying to optimize⁶ for a very small piece of real estate on a very small piece of glass....A 10-letter name is kind of a monster."

Mastercard对无字新logo的可辨识度进行了20多个月的广泛研究。新logo是Mastercard从一家信用卡公司向数字化支付和金融服务公司转变的更广泛策略的一部分。当今世界全是无字即识标志。苹果公司的被咬了一口的苹果的logo以及耐克的对勾logo就是最好的例子。智能手机上大部分app的logo也都是符号。一名设计专家谈到了将手机或手表上小logo的影响最大化的问题。他说：“你想要在一块非常小的玻璃上将一小块资产最优化...10个字母的名字有点异类。”

1 overlapping   

adj./n.交迭（的）

参考例句：

• There is no overlapping question between the two courses. 这两门课程之间不存在重叠的问题。
• A trimetrogon strip is composed of three rows of overlapping. 三镜头摄影航线为三排重迭的象片所组成。

2 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

3 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

4 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

5 spoke   

n.（车轮的）辐条；轮辐；破坏某人的计划；阻挠某人的行动 v.讲，谈（speak的过去式）；说；演说；从某种观点来说

参考例句：

• They sourced the spoke nuts from our company.他们的轮辐螺帽是从我们公司获得的。
• The spokes of a wheel are the bars that connect the outer ring to the centre.辐条是轮子上连接外圈与中心的条棒。

6 optimize   

v.使优化 [=optimise]

参考例句：

• We should optimize the composition of the Standing Committees.优化人大常委会组成人员的结构。
• We should optimize our import mix and focus on bringing in advanced technology and key equipment.优化进口结构，着重引进先进技术和关键设备。