漢譯英(英語四六級(jí)與考研英語翻譯實(shí)例)

1、在品牌營銷的今天，沒有VI 設(shè)計(jì)對(duì)于一個(gè)現(xiàn)代企業(yè)來說，就意味著它的形象將淹沒于商海之中，讓人辨別不清；就意味著它是一個(gè)缺少靈魂的賺錢機(jī)器；就意味著它的產(chǎn)品與服務(wù)毫無個(gè)性，消費(fèi)者對(duì)它毫無眷戀；就意味著團(tuán)隊(duì)的渙散和低落的士氣。In brand marketing, there is no VI design for a modern enterprise, which means that its image will be submerged in the sea, so that a person identify unclear, which means that itis a lack o

2、f spiritual, so that the machine money, which means that theirproducts and services are not personalized, and consumers are no attachment, it means that the team morale and morale is low.VI 全稱Visual Identity System ，即“視覺識(shí)別系統(tǒng)”，是從20世紀(jì)80年代開始引進(jìn)中國的，是個(gè)舶來品。它包括企業(yè)標(biāo)志、標(biāo)準(zhǔn)字、標(biāo)準(zhǔn)色、標(biāo)準(zhǔn)規(guī)范、使用方法、事務(wù)用品、廣告設(shè)計(jì)、傳播媒介、制服、交通工具等等

3、，是“企業(yè)識(shí)別系統(tǒng)”（CIS ，即Corporate Identity System ，簡稱CI ）的一部分；此外，一些大型晚會(huì)、會(huì)議、活動(dòng)、項(xiàng)目等都會(huì)有相關(guān)的ClS 策略，這也使得VI 的應(yīng)用更為廣泛。CIS 主要由理念識(shí)別系統(tǒng)MI 、行為識(shí)別系統(tǒng)BI 、視覺識(shí)別系統(tǒng)VI 三大部分構(gòu)成VI full name of the Visual Identity System, the visual recognition system is introduced to China from the 1980s, is exotic. It includescorporate logos, the

4、word standard, standard color, standard specifications, use, Office supplies, advertising design, media, uniforms, transport, corporate identity system (CIS Corporate Identity System, referred to as CI part of; In addition, a number of large parties, meetings, activities, projects andso have the ClS

5、strategy, which also makes the VI application more widely. CIS is mainly identified by the concept of system, the MI, the behavior recognition system, the BI, VI three parts of the visual recognition system constitute一般認(rèn)為CIS 企業(yè)識(shí)別系統(tǒng)主要包括：由企業(yè)的外部視覺形象要素構(gòu)成的表層子系統(tǒng)，由企業(yè)的各種制度、關(guān)系、結(jié)構(gòu)、素質(zhì)、競爭力、組織等要素構(gòu)成的基層子系統(tǒng)，和由企業(yè)理念、

6、企業(yè)文化、企業(yè)價(jià)值觀等精神要素構(gòu)成的深層子系統(tǒng)三部分。在這3 個(gè)子系統(tǒng)中，深層子系統(tǒng)是最根本的一個(gè)系統(tǒng)，因?yàn)閷?duì)企業(yè)而言，它的企業(yè)理念和價(jià)值觀念都會(huì)影響這個(gè)企業(yè)的外部活動(dòng)和行為，并通過這些外部活動(dòng)和行為體現(xiàn)出它的企業(yè)文化。所以，基層子系統(tǒng)和表層子系統(tǒng)可以說是深層子系統(tǒng)的外在體現(xiàn)并形成企業(yè)的外部形象。從而可以看出視覺識(shí)別系統(tǒng)VI 應(yīng)屬于CI 企業(yè)識(shí)別系統(tǒng)里表層子系統(tǒng)的范疇，但其應(yīng)與企業(yè)理念和價(jià)值觀念相契合，并通過視覺識(shí)別系統(tǒng)VI 體現(xiàn)企業(yè)文化理念。在企業(yè)識(shí)別系統(tǒng)中視覺識(shí)別系統(tǒng)是基礎(chǔ)并能直觀地展示出企業(yè)識(shí)別的基本精神，視覺識(shí)別系統(tǒng)的設(shè)計(jì)是最外在、最直接、最具傳播力和感染力的部分。視覺識(shí)別設(shè)計(jì)是將企業(yè)

7、標(biāo)志的基本要素等，以強(qiáng)力方針及管理系統(tǒng)有效地展開，形成企業(yè)固有的視覺形象，通過視覺符號(hào)的設(shè)計(jì)統(tǒng)一化來傳達(dá)企業(yè)的精神與經(jīng)營理念，有效地推廣企業(yè)及其產(chǎn)品的知名度和形象。但必須注意的是，目前很多VI 設(shè)計(jì)系統(tǒng)并未關(guān)注未來的變化，只是一味的統(tǒng)一化，它的使命甚至變成僵硬的教條。實(shí)質(zhì)是用“當(dāng)前”的理念和形象在管理“未來”，VI 系統(tǒng)的建立者往往只是從審美的出發(fā)點(diǎn)，自己的經(jīng)驗(yàn)和偏好去判斷“未來”可能出現(xiàn)的潮流，這種主觀性本身值得懷疑。Is generally believed that the CIS corporate identitysystemincluding: surface subsystem,

8、 consisting of the external visual image elements from the various systems, relationships, structure, quality, competitiveness, organizations andother elementsconstitute the primary subsystem, and by theenterprisethree partsof philosophy, corporate culture, corporate values and the spiritual element

9、 of deep subsystem. In these three sub-systems, deepsubsystem is the most fundamental system for enterprises, itscorporate philosophy and values will affect this business's external activities andbehavior, and reflect it through these externalactivities and behavior corporate culture. Therefore,

10、 the primarysubsystem and surface subsystems can be said that the externalmanifestation of the deep subsystem and the formationof acompany's external image. Which can be seen that the surface subsystem Category VI of the visual identity system should belong to the CI corporate identity system, b

11、utit should fit with thecorporate philosophy and values, and reflect the concept of corporateculture through the visual recognition system VI. Thevisualidentification system in the corporate identity system is thefoundation and to visually demonstrate the basic spirit of thecorporate identity, visua

12、l identity system design is the mostexternal, the most direct part of the most spread and appeal. Thevisual identity design is the basic elements of corporate logo,strong policyand management system to start the formation ofenterprise inherent in the visual image, unified through visual symbols to c

13、onvey the spirit of enterprise and business philosophyto promotecorporate and reputation and image of their products.It must be noted that the VI design system is not concerned aboutthe future changes, just keep the unity of its mission andeven intoa rigid dogma. Essence is the "current" c

14、oncept and image in the management of the future "the creator of the VIsystem is oftenonly from the aesthetic point of departure, their own experiences and preferences to determine the trend that mayarise in thefuture", this subjectivity itself is questionable . 3 VI 設(shè)計(jì)的新變化與新趨勢(shì)VI design ch

15、anges and new trends3.1 “靜態(tài)”走向“動(dòng)態(tài)”靜態(tài)架構(gòu)的VI 系統(tǒng)假定應(yīng)用環(huán)境相對(duì)不變，力求將所有的VI 設(shè)計(jì)應(yīng)用一一羅列，其設(shè)計(jì)規(guī)范往往是程式化的。然而由于VI 所面對(duì)的環(huán)境是不斷變化，靜態(tài)架構(gòu)的VI 系統(tǒng)顯然無法適應(yīng)環(huán)境的變化要求2。多變的環(huán)境要求VI 系統(tǒng)具有自我更新、自我發(fā)展的能力，適應(yīng)這一要求，VI 系統(tǒng)的動(dòng)態(tài)化己成為一種趨勢(shì)。具體體現(xiàn)為：VI 的各視覺要素?zé)o論是標(biāo)志、標(biāo)準(zhǔn)色，還是輔助圖形，都能夠根據(jù)時(shí)間和空間的變化產(chǎn)生動(dòng)態(tài)變化，VI 系統(tǒng)的環(huán)境適應(yīng)性大大增強(qiáng)，程式化的規(guī)范設(shè)計(jì)趨于減少。比如隨著環(huán)境的不同，標(biāo)志的圖形和色彩也能產(chǎn)生動(dòng)態(tài)變化，靈活變化的標(biāo)志反映了時(shí)

16、間和空間的運(yùn)動(dòng)變化等3。2007 年可口可樂（中國）飲料有限公司正式推出了為北京2008 年奧運(yùn)會(huì)特別設(shè)計(jì)的奧運(yùn)組合標(biāo)志，該標(biāo)志是基于“向世界展示中國”的理念創(chuàng)作的，明顯有別于原來的標(biāo)志形象，這種變化為企業(yè)形象設(shè)計(jì)者提供了新的思路。標(biāo)志不再是靜態(tài)的、一成不變的，整體看似正在飛翔的紅色風(fēng)箏，并融入了風(fēng)箏、祥云等獨(dú)特的中國傳統(tǒng)文化元素。標(biāo)志分上下二層：上層是包含了官方標(biāo)志和可口可樂標(biāo)識(shí)的主體標(biāo)志，代表著可口可樂對(duì)北京2008 年奧運(yùn)會(huì)的支持；下層則由象征著幸運(yùn)如意的祥云襯托，傳遞了可口可樂對(duì)北京2008 年奧運(yùn)會(huì)的祝福。3.1 "static" to "dynamic

17、" static architecture of the VI systemassumes that the application environment relatively unchanged,and sought to have set all the VI design applications, the designspecifications are often stylized. VI facing the environment ischanging, however, the static architecture of theVI system isclearl

18、y unable to adapt to changes in theenvironment 2. Thechanging environment requires the VIsystem with self-renewal,self-development capabilities to meet this requirement, and VI ofthe dynamic system has become atrend. Embodied as: VI visualelements of both the flag, standardcolors, or supporting grap

19、hics,according to time and space changes the dynamic changes, theenvironmentaladaptability of the VI system greatlyenhanced thedesign of stylized norms tend to decrease. For instance, with theenvironment different, logos, graphics and color to the dynamic changes, flexible signs of change reflect th

20、e change of time and space motion 3. Coca-Cola (China Beverages Co., Ltd.officially launched in 2007 specially designed for theBeijing 2008Olympic Games, Olympic Games composite logo, the flag is based on the concept of creation "to show the world",significantlydifferent from the original

21、logo image,this change the corporate image designer provides a new way ofthinking. The flag is no longer a static, immutable, as a whole seems to red kites areflying into kites, clouds and other unique traditional Chinesecultural elements. Logo at the upper and lower second floor: the upper contains

22、 the main signs of official signs and Coca-Colalogo on behalfof Coca-Cola's support for the Beijing 2008Olympic Games; lower by a symbolof the lucky wishful clouds off,pass the Coca-Cola for the Beijing 2008 Olympic Gamesblessing.3.2 “規(guī)范性”走向“不規(guī)范性”目前VI 設(shè)計(jì)的動(dòng)態(tài)發(fā)展實(shí)質(zhì)是破除設(shè)計(jì)的規(guī)范性，向自由運(yùn)用視覺符號(hào)發(fā)展。從VI 的本質(zhì)來看，它是適

23、應(yīng)于設(shè)計(jì)對(duì)象理念的整體視覺印象。VI 的實(shí)施過程，就是整合視覺資源，形成協(xié)調(diào)的視覺印象從而作用于目標(biāo)受眾的過程。在這個(gè)過程中，視覺符號(hào)的規(guī)范性是VI 設(shè)計(jì)的充分條件，而非必要條件。即視覺符號(hào)的規(guī)范性有助于形成設(shè)計(jì)體的整體視覺印象，但整體視覺印象的形成并不依賴于視覺符號(hào)的規(guī)范性，這就為VI 系統(tǒng)的動(dòng)態(tài)化提供了理論依據(jù)。在VI 設(shè)計(jì)中，無論其視覺符號(hào)規(guī)范性強(qiáng)弱，只要能形成符合設(shè)計(jì)對(duì)象理念的系統(tǒng)視覺印象，就不失為優(yōu)秀的VI 設(shè)計(jì)。而從另一角度來看，規(guī)范性較弱的VI 設(shè)計(jì)，反而給未來預(yù)留了更多的創(chuàng)新空間，打破思維隅性，為“未來”形象的提升和維護(hù)提前做好了鋪墊。VI 設(shè)計(jì)中規(guī)范性較強(qiáng)的莫過于標(biāo)準(zhǔn)字和標(biāo)準(zhǔn)

24、色，它們對(duì)視覺統(tǒng)一性的形成至關(guān)重要。然而在現(xiàn)實(shí)中這種標(biāo)準(zhǔn)和規(guī)范也為應(yīng)用設(shè)計(jì)帶來了一些束縛，如同一企業(yè)下產(chǎn)品品牌的增多導(dǎo)致標(biāo)準(zhǔn)字體和標(biāo)準(zhǔn)色不能涵蓋其內(nèi)涵和形象，只有打破這種“規(guī)范性”走向“不規(guī)范性”才更有利于多品牌的發(fā)展。3.2 "normative" to "normative"VI design the dynamic development of essence to get ridof thedesign specification, to the free use of visualsymbols. From thenature of the V

25、I, it is to adapt the overall visual impression of theconcept of design objects. VI implementation process is the integration of visual resources, the formation of the coordination of the visual impression in order to act on the process of the targetaudience. In thisprocess, the visual symbol specif

26、ication is asufficientcondition for VI design, rather than necessary conditions.Visual symbol of the normative contribute to theformation of theoverall visualimpression of the design, but the overall visualimpression does not depend on the specification of visualsymbols, which provides a theoretical

27、 basis for the dynamic of theVI system. VIdesign, regardless of their visual symbols of normative strength, as long as the formation of the system in line with the concept of design objects, visual impression, it isregarded as excellent VI design. From another angle, the lessnormative VI design, but

28、 to the future set aside more space forinnovation to break the thinking corner, and prepared the way for the "future" image enhancement andmaintenance in advance. VI design more normative than the standard word and standard color, they are essential for theformation of visual unity. In rea

29、lity,however, such standards and norms for the application designsome of the shackles of the standard fonts and standard color cannot cover itsmeaning and image as a corporate brand increased, only to break this "normative" to the non-normative "is more conduciveto the development of

30、multi-brand.3.3 “同一性”走向“獨(dú)特性”VI 形形色色，其目的都在向市場空間中搶占自己的視覺領(lǐng)地，吸引更多客戶的注意。因此，如何在較多的“同一性”色彩較濃的設(shè)計(jì)中脫穎而出，易于記憶，易于識(shí)別，成為獨(dú)特性的要求。在設(shè)計(jì)中求異往往是創(chuàng)新的關(guān)鍵，必須從理念識(shí)別的差異化、核心視覺形象差異化、外觀視覺形象差異化來實(shí)現(xiàn)符號(hào)設(shè)計(jì)的差異化，最終走向獨(dú)特性、獨(dú)立化4。獨(dú)特性既包括消費(fèi)市場需求的個(gè)性化，也包括來自設(shè)計(jì)者的個(gè)性化。不同的消費(fèi)者有著不同的審美取向，有的人喜歡古典傳統(tǒng)的風(fēng)格，而有的人喜歡現(xiàn)代時(shí)尚的風(fēng)格；有的人崇尚簡約，而有的人鐘情繁復(fù)。對(duì)于設(shè)計(jì)師來說，不同的設(shè)計(jì)經(jīng)驗(yàn)、設(shè)計(jì)背景和設(shè)計(jì)環(huán)境對(duì)

31、同一個(gè)設(shè)計(jì)主題，也會(huì)擁有不同的創(chuàng)意和表現(xiàn)形式。比如有的設(shè)計(jì)者以感性為中心，而有的以理性為基礎(chǔ)。這些不同都直接影響到VI 設(shè)計(jì)的個(gè)性化表現(xiàn)。因此，無論對(duì)消費(fèi)市場來講還是對(duì)設(shè)計(jì)者來講，個(gè)性化成為不可逆轉(zhuǎn)的一大趨勢(shì)。3.3 "identity" to the "uniqueness"VI diverse, its purpose is to seize the visual territory in the marketspace, to attract the attention of morecustomers. Therefore, how to sta

32、nd out in the more "identity" of color darker design, easy to remember, easy to identify the uniqueness requirements.Divergent is often the key to innovation in the design, recognitionfrom the concept of differentiation, the core of the visual imagedifferences, the appearance of visual ima

33、ge differentiation,differentiation of the symbolic design, ultimate unique, independent 4. The unique nature of both the consumer marketdemandfor personalization, including personalized from thedesigner. Different consumers have different aesthetic orientation, and some people like classical traditi

34、onal style, while others likethe style of modern fashion; some people advocating simplicity, and some people love complicated. For a designer, designexperience and background in design and design environment for the same design theme will have a different form of creativity andperformance. For insta

35、nce, some designers to the emotionalcenter, and some rational basis. These have a direct impact to theVI design personalized performance. Therefore, regardless of the consumer market in terms of the designer is concerned, personalized irreversible trend.3.4 “單一化”走向“多元化”1）圖形的應(yīng)用越來越少。企業(yè)運(yùn)用圖形越來越少，因?yàn)槠髽I(yè)標(biāo)識(shí)的

36、主要功能就是傳遞給受眾信息，告訴受眾“我是誰”，而圖形的應(yīng)用，卻讓傳播多了一道障礙。傳播不在于你放進(jìn)去什么，而在于看到的人從里面拿出來什么。這個(gè)意義的圖形，在受眾那里，卻可能是別的意思。所以，圖形在標(biāo)志中的應(yīng)用越來越少。2）VI 的造型、創(chuàng)意、色彩等呈現(xiàn)多元化?，F(xiàn)代的VI 造型、色彩也由簡潔風(fēng)格，呈現(xiàn)出多姿多彩、造型豐富的設(shè)計(jì)形式。如墨爾本會(huì)展中心的VI ，新的標(biāo)志設(shè)計(jì)采用了光學(xué)錯(cuò)覺，從而加強(qiáng)標(biāo)志的空間感。從造型、色彩和空間感上較舊標(biāo)志更具多元化。3）VI 設(shè)計(jì)、制作媒體呈現(xiàn)多元化與數(shù)字化。VI的設(shè)計(jì)、制作由印刷媒體向電視、廣播、互聯(lián)網(wǎng)、新媒體等多種媒體延展。在信息社會(huì)，新媒體的影響往往比傳統(tǒng)

37、的平面媒體具有更大的沖擊力。VI 不僅 在平面上應(yīng)用，它還包括在聲音、影視、動(dòng)畫、多媒體光盤、虛擬現(xiàn)實(shí)等多種媒 材的應(yīng)用。廣告中的聲音、影視的動(dòng)畫、新媒體的整體風(fēng)格，都需要納入VI 的 范疇。完整的VI，已經(jīng)需要考慮到在動(dòng)畫、多媒體、網(wǎng)頁、影視廣告中的延伸， VI 正突破平面印刷媒體范疇向多媒體發(fā)展5。 隨著網(wǎng)絡(luò)技術(shù)的進(jìn)步和電子商務(wù) 的發(fā)展，網(wǎng)絡(luò)作為一種快捷、高效的宣傳手段，使得網(wǎng)絡(luò)標(biāo)志成 為新的形式， 日益盛行。 企業(yè)形象也逐漸地向數(shù)字化發(fā)展、 并以數(shù)字化形式存在， 向多維度頁面延伸 3.4 "single" to the "diversification&qu

38、ot; 1 the application of graphics. Enterprises to use less and lessgraphics because the main function of the corporate identity ispassed to the audience, telling the audience "Who am I", thegraphics application and allows the spread of more than oneobstacle. The spread is not that you put

39、in what is to see peoplefrom the inside out what. The graphics in this sense, the audiencethere, but the other meaning. So, the graphics in the logo is less and less. 2 VI style, creativity, color and other diversified. VI modern styling, colors from succinct style, showing a colorful,rich styling a

40、nd design of the form. Such as the MelbourneConvention and Exhibition Center VI, the new logo design, opticalillusion, thereby strengthening the sense of space of the logo.From the shape, color and sense of space than the old logo morediversified. 3 VI design, create media diversified digital. VI of the design, production by the print media to television, radio, Internet, new media, multi-media extension. In the information society, the impact of new media often have a greaterimpact than the traditional print media. VI applied not only in theplane, it also includes a variety of media a