一個公司的Logo對于公司發展至關重要，因為它代表著用戶對品牌的認可和信賴。
近日，很多大牌都在大幅修改他們的商標。專家認為，一個極簡的Logo將更適合新媒體平臺傳播，并且更容易吸引用戶的眼球。
谷歌更新了旗下所有Logo，為郵件、日歷和搜索引擎提供了更簡單、豐富多彩的圖標。
今年早些時候，支付寶推出了一款新設計，其色彩飽和度更高。汽車制造商起亞（KIA）也宣布明年將推出一款新車型，其Logo的色彩對比更清晰，設計更簡單，摒棄此前令人困惑的圓圈標志。
A company's logo can be crucial to its development, as a key to instant customer recognition and brand loyalty among users.
But recently a lot of big brands have been overhauling their logos. Experts believe that a brighter and simpler logo will be fit for emerging media platforms and impress more customers online.
google recently updated all its logos and icons, coming out with simpler, more colorful icons for mail, calendar, and Google Drive. China's Alipay came up with a new design earlier this year, with darker and higher contrast. And automaker KIA has announced a new one for next year - simpler, higher contrast, and they've gotten rid of that confusing circle around the company name.
上海交通大學設計學院蕭冰教授在接受CGTN采訪時表示，“這一變化背后的一個關鍵原因是：這些圖標需要與日新月異的社交媒體不斷同步發展。”
“彩色Logo現在很常見，隨著科技的發展，Logo需要在碎片化多屏時代吸引人們的注意力。專為平面媒體設計的舊版本已經不再需要，所以公司也需要與時俱進。”他補充說，“隨著人工智能、大數據和3D全息技術的進一步應用，Logo肯定會有更多的變化。”
Prof. Xiao Bing from Shanghai Jiaotong University's design school told CGTN one of the crucial reasons behind the change is the changing media on which the logos Appear.
"Colorful logos are quite common now because the development of technology means they now need to look good on screens. Older ones designed for print media are no longer needed, so companies are making revisions," Xiao said, adding that "with the further application of artificial intelligence, big data, and 3D holography, there will definitely be more changes."
Yess Creative & Design的合伙人認為，極簡主義，色彩明亮是新Logo的未來趨勢。
“公司都在努力發展電商平臺，在過去，Logo可以手工設計，制作流程非常復雜。現在，Logo必須在碎片化多屏時代，給消費者留下深刻的印象。”
“可口可樂，支付寶和星巴克都在把他們的Logo做得更簡單。”
Yan Junchang, the partner of Yess Creative & Design, considers simpler and brighter as the obvious trends for those new logos.
"Companies are all putting their efforts into e-commerce, so while in the past, logos could be designed by hand and be quite complicated, now you have to impress consumers online. Coca-Cola, Alipay, and Starbucks are all making their logos simpler," Yan commented.
做一個適合新的傳播渠道的Logo是公司變革的一種方法，但新設計成功與否在于消費者對它的接受程度。
谷歌、Instagram和星巴克都在關注消費者對其Logo變化的看法，新Logo對公司未來的發展至關重要。
“Logo的變化會給消費者帶來全新的形象，但如果設計得不夠好，這些變化就會帶來負面影響。這取決于新商標是否符合消費者未來的預期。”蕭教授總結說。
Making a logo suitable for new communication channels is one thing, but it turns out another factor with new designs is what consumers think of it.
Google, Instagram, and Starbucks have all been monitoring what consumers think of their changes. The new logos can be just as crucial to a company's future as the old ones were.
"Changes in logos will present a fresh image to consumers, but if they are not good enough, the changes will have negative impacts. It depends on whether the new logos meet consumers' expectations," Xiao noted.
