导读：能让人快速识别的商标是一个企业的圣杯。对我们大多数人来说，这些公司的商标已深入人心，只看商标不看名字就知道是哪家公司。

双语告诉你一个好商标对企业有多重要

　　From Nike’s "swoosh" symbol to Starbucks’ twin-tailed mermaid or siren, the world’s largest companies take great care of their logos。

　　从Nike的对勾标志(swoosh意为“嗖“的一声)到星巴克的双尾美人鱼或塞壬(希腊神话中的海妖)，世界上所有的大公司都对商标重视有加。

　　For most people the logos of such firms immediately connect our minds to the business in question, without the need to see its name。

　　对我们大多数人来说，这些公司的商标已深入人心，只看商标不看名字就知道是哪家公司。

　　Think of the golden arches of a popular fast-food chain, or the apple with a bite taken out of it representing a certain computer company.This type of instant recognition is the holy grail for a business。

　　想想大受欢迎的某快餐连锁的金色拱桥，又或者是代表某计算机公司的被咬了一口的苹果。这种能让人快速识别的商标是一个企业的圣杯。

　　Which is why the world’s multinational companies can spend millions on their logos - like UK oil group BP, which back in 2000 spent ?136m introducing its current sunflower design。

　　这也是为什么跨国公司愿意花费上百万设计自己的商标，比如英国石油公司(BP)在2000年时花费1.26亿欧元推出了现在的太阳花标志。

　　Other firms of a similar size, whose logo is simply their name written out in a stylised way, can spend hundreds of thousands on a new font, or a different colour。

　　有些大企业的商标只是把自己的公司名称用花体字写出来，而变换字体或换种颜色，成本都上万。

　　But how easy is it for a business to pick a good logo, and how important is it at the end of the day?

　　但选个好商标是件容易的事吗？商标对公司到底有多重要？

　　Slow romance

　　好的商标都“慢热”

　　If you are presented with a design for your company logo that is immediately likeable and resonates with your values, you might be wise to take a long hard look at it, bin it, and start again。

　　如果有人给你的公司设计了一款商标，你第一眼看到就很喜欢，与你的价值观产生共鸣，你最好三思，好好端详它，放置一段时间后再重新思考。

　　"This is the clearest choice that has been put before the British people for a generation," Miliband said, "between a Tory government that works only for the privileged few or a Labor government that will put working families first."

　　“为了下一代，这个摆在英国人面前的选择再清楚不过了。”米利班德说道：“在只为特权阶层服务保守党政府，和优先考虑工薪家庭工党政府之间选择。

　　Sagi Haviv says that many of the world’s most successful logos were not liked on first viewing。

　　Sagi Haviv表示，世界上最成功的商标都不是第一眼就被相中的。

　　That’s the opinion of Sagi Haviv, partner at New York graphic design firm Chermayeff & Geismer & Haviv (CGH)。

　　这就是Sagi Haviv的观点，他是纽约平面设计公司Chermayeff & Geismer & Haviv(CGH)的创始人之一。

　　"It’s never love at first sight," he says. "A good logo, a good trademark, gains meaning and power over time."

　　“一见钟情没可能”，他说道，“一个好的标志，好的商标从来都是经过时间的推移和沉淀，才越发显出自己的意义和力量。”

　　CGH has been responsible for some of the most recognisable US business logos of the past 50 years, such as Chase Bank, National Geographic, Mobile, NBC and HarperCollins。

　　CGH在过去50年中，设计出了很多美国最具识别性的商标，比如大通银行、国家地理杂志、Mobile、国家广播公司和哈伯柯林斯的商标。