小米换新Logo了吗？

近日，小米宣布将使用新Logo，新Logo由日本设计师原研哉设计。网传花费200万设计的新Logo你觉得怎么样？

国际知名设计师原研哉与小米携手，融入了东方哲学的思考，从“科技与生命的关系”出发，提出全新的设计理念。

无注释原文：

Xiaomi's new logo is almost unrecognizable

The Verge

No one in the world does corporate pomposity quite like tech firms, and Chinese mobile giant Xiaomi is no exception. The company announced its new foldable Mi Mix Fold today, but it also revealed a new logo, spending more than 20 minutes describing the process in which it turned its old square design into... a squircle. (Halfway between a square and a circle.)

In fairness to Xiaomi, the company is not blind to the fact its new logo is pretty similar in appearance to the old one. “Are you disappointed at this logo, that we just made our original logo rounder?” asked Xiaomi’s CEO Lei Jun, somewhat rhetorically. No worry, Lei explained, as the company “didn’t just change the shape from square to round” but also changed “the internal spirit as well as the mentality of the brand.” So, that’s reassuring!

The company went on to note that the shape of the new logo can be described using mathematical equations (a property that is common to most shapes, I believe) and that it took the firm a long time to pick the right one (it started the rebranding process in 2017).

You can see some of the shapes it considered and discarded below, along with the blindingly, obviously, self-evidently superior final design. N:3, could it be any other way?

We’re having some fun at Xiaomi’s expense here, but really this is just par for the course when it comes to corporate redesigns. Indeed, this sort of long-winded, self-indulgent presentation is common to pretty much all big tech brands at this point, from Samsung to Microsoft to Apple (who started the game and remains the master of the form).

As Lei explained, the new logo is part of a bigger overhaul of Xiaomi’s “brand identity” overseen by famed Japanese designer Kenya Hara. “The new logo is not a simple redesign of the shape but an encapsulation of Xiaomi’s inner spirit,” said Hara during a video segment. “The design is essentially a reflection of the concept ‘Alive.’”

So, if you feel dead inside considering the millions of dollars of work that went into circling the square of Xiaomi’s logo: don’t. That’s disrespectful to its brand identity.

- ◆ -

注：中文文本为机器翻译仅供参考，并非一一对应

含注释全文：

Xiaomi's new logo is almost unrecognizable

The Verge

No one in the world does corporate pomposity quite like tech firms, and Chinese mobile giant Xiaomi is no exception. The company announced its new foldable Mi Mix Fold today, but it also revealed a new logo, spending more than 20 minutes describing the process in which it turned its old square design into... a squircle. (Halfway between a square and a circle.)

世界上没有人比科技公司表现得浮夸了，中国手机巨头小米也不例外。该公司今天发布了其新的可折叠小米Mix Fold，也发布了一个新的标志，花了20多分钟来描述它把旧的方形设计变成......一个圆的过程。（介于正方形和圆形之间。）

pomposity /pɒmˈpɒsɪtɪ/ 表示“自大；炫耀；浮夸；华丽，豪华；摆架子”，英文解释为“Pomposity means speaking or behaving in a very serious manner that shows you think you are more important than you really are.”举个🌰：

He hated pomposity and disliked being called a genius.

他憎恶自负的作派，而且不喜欢被称为天才。

表示“一般情况以外的人（或事物）；例外”，英文解释为“a person or thing that is not included in a general statement”举个🌰：

Nobody had much money at the time and I was no exception.

那时候谁都没有很多钱，我也不例外。

📺美剧《绝望的主妇》（Desperate Housewives）中的台词提到：Rex and Bree Van de Kamp were no exception. 雷克斯和布里·范德坎普也不例外。

square + circle 表示“方圆形”，介于圆形和方形之间。A squircle is a shape intermediate between a square and a circle. There are at least two definitions of "squircle" in use, the most common of which is based on the superellipse. The word "squircle" is a portmanteau of the words "square" and "circle". Squircles have been applied in design and optics.

In fairness to Xiaomi, the company is not blind to the fact its new logo is pretty similar in appearance to the old one. “Are you disappointed at this logo, that we just made our original logo rounder?” asked Xiaomi's CEO Lei Jun, somewhat rhetorically. No worry, Lei explained, as the company “didn't just change the shape from square to round” but also changed “the internal spirit as well as the mentality of the brand.” So, that's reassuring!

平心而论，小米公司并非对它的新Logo在外观上与旧Logo十分相似这一事实视而不见。“我们只是把原来的Logo做得更圆，你对这个Logo是不是很失望？”小米CEO雷军有些反问道。雷军解释说，不用担心，因为公司“不仅仅是把形状从方到圆”，还改变了“品牌的内在精神以及心态”。所以，这一点让人放心！

表示“平心而论；说句公道话；凭良心说；说实在的”，英文解释为“used after you have just criticized someone, in order to add something that explains their behaviour or performance”

表示“（对某事）视而不见的，未察觉的”，英文解释为“not noticing or realizing sth”举个🌰：

She is blind to her husband's faults.

她对丈夫的过错毫无察觉。

rhetorically /rɪˈtɔːrɪkli/表示“修辞学上；修辞学意义而言”举个🌰：

'Do you think I'm stupid?' she asked rhetorically.

“你以为我是傻瓜？”她反问道。

表示“令人感到宽慰的；使人安心的；使人放心的”，英文解释为“making you feel less worried”举个🌰：

He smiled at me in a reassuring way.

他对我露出宽慰的一笑。

The company went on to note that the shape of the new logo can be described using mathematical equations (a property that is common to most shapes, I believe) and that it took the firm a long time to pick the right one (it started the rebranding process in 2017).

该公司继续指出，新标志的形状可以用数学公式来描述（我相信，这是大多数形状的共同属性），公司花了很长时间来挑选合适的形状（它在2017年开始品牌重塑过程）。

You can see some of the shapes it considered and discarded below, along with the blindingly, obviously, self-evidently superior final design. N:3, could it be any other way?

你可以在下面看到一些它考虑和摒弃的形状，以及极其明显的、不言而喻的更胜一筹的最终设计。N:3，还能有别的办法吗？

表示“丢弃”，英文解释为“If you discard something, you get rid of it because you no longer want it or need it.”举个🌰：

Read the manufacturer's guidelines before discarding the box.

先阅读制造商的说明书再把盒子丢掉。

📺 美剧《黑名单》（The Blacklist）第一季中的台词提到：We use it once, and then we discard them. 我们用一次 就丢掉。

表示“很；极其”，英文解释为“very; extremely”举个🌰：

The reason is blindingly obvious.

原因十分明显。

表示“不证自明的；不言而喻的”，英文解释为“A fact or situation that is self-evident is so obvious that there is no need for proof or explanation.”举个🌰：

It is self-evident that we will never have enough resources to meet the demand.

不言而喻，我们将永远不会有足够的资源来满足需求。

We're having some fun at Xiaomi's expense here, but really this is just par for the course when it comes to corporate redesigns. Indeed, this sort of long-winded, self-indulgent presentation is common to pretty much all big tech brands at this point, from Samsung to Microsoft to Apple (who started the game and remains the master of the form).

我们在这里拿小米开涮，但其实这只是企业重新设计时常有的事。事实上，这种长篇大论、自娱自乐的介绍几乎是目前所有大的科技品牌的共同特点，从三星到微软，再到苹果（苹果是这个游戏的始作俑者，现在仍然是该形式的大师）。

等于at the expense of sb，表示“捉弄，戏弄；拿…开心”，英文解释为“making another person look silly”举个🌰：

Would you stop making jokes at my expense?

你别再拿我开玩笑了，好不好？

表示“常有的事；意料之中的事；不出所料；果不其然”，英文解释为“an expected or normal occurrence or situation”举个🌰：

Starting early and working long hours is par for the course in this job.

开工早，工时长，是担任这件工作的家常便饭。

表示“冗长枯燥的；啰唆的；唠唠叨叨的”，英文解释为“continuing for too long and therefore boring”举个🌰：

I hope I'm not being too long-winded.

我希望我不是太啰嗦。

表示“自我放纵的；任性的”，英文解释为“If you say that someone is self-indulgent, you mean that they allow themselves to have or do the things that they enjoy very much.”举个🌰：

Why give publicity to this self-indulgent, adolescent oaf?

为什么要宣传这个自我放纵的傻小子？

As Lei explained, the new logo is part of a bigger overhaul of Xiaomi's “brand identity” overseen by famed Japanese designer Kenya Hara. “The new logo is not a simple redesign of the shape but an encapsulation of Xiaomi's inner spirit,” said Hara during a video segment. “The design is essentially a reflection of the concept ‘Alive.’”

正如雷军所解释的那样，新Logo是由日本著名设计师原研哉监督的小米“品牌形象”更大改革的一部分。“新标识不只是外型的改变，更是内在精神的升级。”原研哉在一个视频环节中说。“这个设计本质上是‘Alive’这个概念的体现。”

此处作名词，表示“检修；大修；改造”，英文解释为“an examination of a machine or system, including doing repairs on it or making changes to it”如：a complete/major overhaul 全面/大检修。

encapsulate 动词形式 /ɪnˈkæpsjʊˌleɪt/ 表示“扼要表述；压缩；概括”，英文解释为“To encapsulate particular facts or ideas means to represent all their most important aspects in a very small space or in a single object or event.”举个🌰：

A Wall Street Journal editorial encapsulated the views of many conservatives.

《华尔街日报》的一篇社论概括了很多保守派人士的观点。

So, if you feel dead inside considering the millions of dollars of work that went into circling the square of Xiaomi's logo: don't. That’s disrespectful to its brand identity.

所以，如果你想到小米花了数百万美元将方形Logo变圆的作品，感到内心已死：那可别这样想。这是对其品牌形象的不尊重。

谢谢你看到这里呀

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