Why 3D Logos Fell Out of Favor Overnight - Cheddar Explains

In 1997, Google introduced their first logo and it looked like this, yikes.
Google公司在1977年首度介紹他們的商標，阿，它看起來像這樣

But after a few redesigns at the turn of the century, they landed on this 3D logo.
但經過幾次重新設計後，他們選擇了3D商標

3D logos were all the rage in the early 2000s.
3D商標在2000年初相當盛行

But fast forward 10 years, and logos started to look like this.
但快轉10年，商標就開始變這樣

Everybody was changing to 2D design and before we know it, 3D logo were a thing of  the past.
大家都開始追求2D設計，3在眾人還來不及反應前就退流行

But, did you ever wonder why we had the sudden change to flat design?
但你有沒有想過為什麼我們會突然偏好扁平化設計

When you're searching the Internet today, you'll scroll past a lot of the same logos over and over again.
當你在查詢資料時會重複地看到許多同樣的商標

Head to Google and you see this guy, open Instagram and you have to click this, YouTube, Netflix.
在Google會看到這個，開啟IG時要點這個還有Youtube跟Netflix

The thing these logos all have in common, they're all 2D.
2D設計為它們的共通處

In the mid 1900s, the logos were for the most part all flat design.
1900年中期，大多商標皆為扁平設計

They were simple, clean, and 2D.
它們都是2D且簡潔有力

Rather than just trying to get the names out there, companies realized how impactful symbols were.
除了想要打響名聲外，公司意識到商標的重要及影響性

They started to put a lot more thought into the design process.
他們開始在設計過程中花費更多心力

With the 1970s came CGI, and from there, logo started to come to life.
電腦生成圖像在1970年被發明，商標開始變得有靈性

But the real change came at the turn of the century.
但真正的改變發生於世代更動

Adobe developed in design and Photoshop, and digital graphic design tools were at everybody's fingertips.
Adobe的設計軟體使網路平面設計工具垂手可得

Logos were going 3D.
商標都在3D化

In the early days of the worldwide web, people started to use the Internet for every little thing.
在全球資訊網的早期，人們可以依賴互聯網

Designers wanted to help people easily navigate these new devices.
設計者想要幫助人們可以輕鬆操控這些新裝置

They used what's called Skeuomorphism, which when we're talking about user interface design means making digital features resemble real life objects.
他們使用"擬真化設計"，當我們提到使用者介面設計表示數位特點會看似真實物品

The Save icon is skeuomorphic.
儲存鍵是擬真設計的

But after we stopped using the floppy disk in real life, it became less so.
但當我們生活中不再使用軟盤，儲存鍵就不再那麼真實

People wanted technology, specifically touch screen technology to be intuitive and easy to use, and dragging a file to the trashcan on your screen felt instinctive.
人民渴望技術，尤其是簡單好懂的觸控式科技，把檔案拖曳到垃圾桶就是如此地自然

Skeuomorphism was brought to life by using gradients, drop shadows, and fake textures to mimic depth.
擬真化設計的誕生來自於梯度、投影和虛擬材質來模擬深度

The iPhone and iTouch were the first big time Capacitive Touch Screens.
iPhone和iTouch為史上第一觸控式螢幕裝置

They had no buttons and no feedback, unlike the resistive touch screens you use at grocery stores or ATMs.
對比於雜貨店或是自動櫃員機的電阻式感測器，沒有任何按鍵和回饋噪音

The 3D designs combined with vibrations and clicking sounds made users feel like they were pressing real buttons.
3D設計融合振動和點擊聲讓使用者認為他們真的在按按鍵

3D logo designs were vital to make people feel comfortable in the new developing age.
3D的商標設計對於人們適應於科技發展世代相當重要

As the world got more comfortable using these technologies, skeuomorphism and 3D design became less important and designers started to shift back towards 2D.
當眾人慢慢習慣科技改變，擬真化設計和3D設計就顯得不那麼重要藉此走回2D

Critics of skeuomorphism argued that it was cluttered and harder to use because of the excessive gradients, beveled edges, and reflections.
擬真化設計反對者爭論此設計凌亂且梯度、斜角和反射讓使用者相當難著手

Flat design conserved space in a limited user interface, and provided a cleaner feel.
扁平設計在有限的用戶界面保存空間讓人倍感整齊

Skeuomorphism can also constrain design.
擬真化設計也會間接限制設計

When you go flat, you are no longer tied to the physical world, and ideas and interfaces can take on a more abstract form.
當你使用平面圖時則離開實體世界，想法界面能以較抽象方式存在

Take the hamburger menu scene a lot in flat design.
大多數漢堡菜單都是平面的

It is the opposite of skeuomorphism because there are no hamburger menus in real life.
不同於擬真化設計，因為真實生活中沒有漢堡菜單

But the menu design was sleeker and incredibly easy to use while saving space on the screen.
但菜單設計卻更簡潔、方便使用同時也能保存容量

People were teetering between flat and skeuomorphic designs for a little bit before the world changed overnight literally.
有一段時間眾人游移在平面以及擬真設計中直到世界瞬間改變

On September 18th, 2013,
在2013年9月18日的那天

Apples iOS updated overnight to iOS 7, and we woke up to a flat world.
蘋果公司iOS一夜更新成iOS7順勢帶領我們來到平面世界

At first, people were not happy with the new operating system.
人們起初並不喜歡新的操作系統

They didn't know what was clickable and what wasn't.
他們不知道什麼可以點什麼不行

More than anything, who likes change?
最重要的是，誰喜歡改變?

The glossy textures from the operating systems before it were gone.
舊操作系統的平滑質感消失了

All the apps had 2D designed icons.
所有應用程式都變成2D圖示

That meant logos needed to switch to 2D to keep up with the times.
意味著所有商標都需要2D化以跟上時代

Logos everywhere started to change from 3D to flat design over the next few years.
各處的商標在幾年內開始從3D變成平面設計

Not only was 2D perceived to be easier for users, but it was also a lot easier on the designers too.
2D設計不只讓消費者好使用，對於設計師來說也較為方便

They can create logos that are high quality but required less time to make, and a simple vector design can be expanded and shrunk for any device or medium easier than 3D logos ever could be.
他們可以短時間內創造高質量的商標，簡單的向量圖形在任何裝置上伸縮自如輕鬆打敗3D設計

Today, almost everything we see around the Internet has a flat design.
現今，網路上幾乎所有東西都是平面設計

Like all branches of design, logos are cyclical.
與設計品牌相似，商標也具有週期性的

2D was in, then it was out, and now it's in again, but don't count skeuomorphism out just yet.
2D盛行、退流行然後又開始興盛，但不要覺得擬真化設計已經被淘汰

With the rise of augmented and virtual reality, skeuomorphism has to stay alive so that we can touch and feel digital objects in a very real way.
因虛擬世界的大幅提升，保存擬真化設計可以讓我們以活生生的方式感受數位化物品

What will these logos look like in the future?
這些商標在未來會變成什麼樣子?

It's hard to tell, but for now, I'm just hoping I don't wake up with a whole new interface on my phone.
難以得知，但現在我只希望明天起床不會看到手機上有全新的使用界面

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and ring the bell below.
感謝您的收看，歡迎按讚留言、訂閱我們的頻道和點擊以下的鈴

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這樣只要我們上傳新的影片你就會收到通知

 

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