最近你會(huì)發(fā)現(xiàn)，麥當(dāng)勞商標(biāo)中的兩個(gè)金拱門(mén)分開(kāi)了，可口可樂(lè)、奧迪和大眾商標(biāo)中的字母也拉大了間距，這些都是品牌們新設(shè)計(jì)的“社交隔離版”logo。

It's not just people that are social distancing. Brands are doing it too.

不只是人在社交隔離，品牌也在社交隔離。

McDonald's, Coca-Cola, Audi and Volkswagen are just a few of the corporate conglomerates that are interpreting "social distancing" with logo redesigns.

麥當(dāng)勞、可口可樂(lè)、奧迪和大眾只是用重新設(shè)計(jì)品牌標(biāo)識(shí)來(lái)詮釋“社交隔離”的其中幾個(gè)企業(yè)集團(tuán)而已。

The term has become popular recently because of the spread of the novel coronavirus. Social distancing means standing 6 feet apart from others in an effort to lower the risk of contracting the illness.

最近由于新冠病毒的傳播，社交隔離一詞變得流行起來(lái)。社交隔離意味著和別人保持6英尺（1.8米）的距離，以降低感染病毒的風(fēng)險(xiǎn)。

The messages and logos created to promote social distancing have pros and cons, according to two experts in the design field.

設(shè)計(jì)領(lǐng)域的兩個(gè)專家表示，用品牌標(biāo)識(shí)信息推廣社交隔離有利有弊。

"Our current global situation is no joke. It's a serious matter," Douglas Sellers, executive creative director for firm Siegel+Gale told CNN Business.

思睿高品牌戰(zhàn)略咨詢公司的創(chuàng)意總監(jiān)道格拉斯·塞勒斯告訴美國(guó)有線電視新聞網(wǎng)商業(yè)頻道說(shuō)：“目前我們面對(duì)的全球形勢(shì)不是鬧著玩的，是很?chē)?yán)肅的事情?！?/p>

"And brands designing social distancing logos have the potential to diminish the severity of what we are going through. The creativity, passion, and thought that goes into wanting to help, educate, and be part of the physical distancing movement is a worthy note," Sellers said.

塞勒斯說(shuō)：“為品牌設(shè)計(jì)社交隔離的標(biāo)識(shí)可能會(huì)讓人們低估當(dāng)前形勢(shì)的嚴(yán)重性。但是為了幫助、教育民眾以及參與社交隔離運(yùn)動(dòng)而投入的創(chuàng)意、熱情和思考也是值得贊賞的?！?/p>

Brian Braiker, the editor-in-chief of Ad Age, says it's time for brands to provide a "real, meaningful service," referencing companies like the Gap making masks for healthcare workers or LVMH, the parent company of Christian Dior and Givenchy, manufacturing hand sanitizer.

廣告時(shí)代網(wǎng)站的總編布萊恩·布雷克說(shuō)，現(xiàn)在是品牌們提供“真實(shí)的、有意義的服務(wù)”的時(shí)刻，他舉的例子包括，蓋璞集團(tuán)為醫(yī)療工作者制作口罩，還有克里斯汀·迪奧和紀(jì)梵希的母公司法國(guó)酩悅·軒尼詩(shī)-路易·威登集團(tuán)生產(chǎn)洗手液的舉動(dòng)。

"Understanding the situation, shutting up and doing something helpful is really the only way to go here. When you see brands like McDonald's or Coca-Cola spacing out their logos in 'solidarity,' it strikes a sour note," he told CNN Business.

他告訴美國(guó)有線電視新聞網(wǎng)商業(yè)頻道說(shuō)：“理解當(dāng)前的形勢(shì)，低調(diào)地做一些有用的事確實(shí)是唯一的正道。當(dāng)你看到麥當(dāng)勞或可口可樂(lè)等品牌拉大商標(biāo)字母的間距來(lái)表示‘團(tuán)結(jié)’，只會(huì)感覺(jué)刺眼?！?/p>

McDonald's Brazil 巴西麥當(dāng)勞

Last week, McDonald's Brazil pulled apart its iconic golden arches in a picture posted to its Facebook page. The ad agency explained that despite the temporary separation between its customers and the company caused by closures of some of its restaurants, they "can always be together." McDonald's is offering food through delivery and drive-thru.

上周，巴西麥當(dāng)勞上傳到臉書(shū)頁(yè)面的一張圖中，把標(biāo)志性商標(biāo)中的兩個(gè)金拱門(mén)分開(kāi)了。廣告部解釋說(shuō)，盡管由于部分餐廳的關(guān)閉，麥當(dāng)勞和顧客們暫時(shí)分開(kāi)了，但是他們“可以一直在一起”。麥當(dāng)勞目前提供外賣(mài)和汽車(chē)餐廳服務(wù)。

The McDonald's ad sparked backlash, including from Senator Bernie Sanders, who tweeted Wednesday about the company's sick leave policy for its employees.

麥當(dāng)勞的廣告引發(fā)了社會(huì)的強(qiáng)烈抵制，包括來(lái)自參議員伯尼·桑德斯的反對(duì)。桑德斯周三（3月25日）發(fā)推譴責(zé)了麥當(dāng)勞針對(duì)員工的病假政策。

Coca-Cola 可口可樂(lè)

Coca-Cola is currently running an ad in New York's deserted Times Square that shows each letter of its logo separated with the slogan "Staying apart is the best way to stay united." The brand typically celebrates togetherness and love in its ads.

可口可樂(lè)目前正在紐約人跡寥寥的時(shí)代廣場(chǎng)播放一則廣告，廣告中顯示可口可樂(lè)商標(biāo)中的每個(gè)字母都分開(kāi)了，標(biāo)語(yǔ)是：“保持距離是保持團(tuán)結(jié)的最好方式”?？煽诳蓸?lè)通常在廣告中贊美團(tuán)結(jié)和愛(ài)。

Audi and Volkswagen 奧迪和大眾

Two automotive companies that share ownership, Audi and Volkswagen, tweaked their logos for their social media accounts.

股權(quán)同屬一家的兩個(gè)汽車(chē)公司——奧迪和大眾——在社交媒體賬戶上對(duì)自己的標(biāo)識(shí)進(jìn)行了改動(dòng)。

Audi separated its four rings in a short video telling people to stay at home and keep their distance.

奧迪在一個(gè)短視頻中把商標(biāo)中的四個(gè)環(huán)分開(kāi)，告訴人們待在家里，保持距離。

Volkswagen also promoted a similar video with inspirational messages and separated the V and W.

大眾也在一個(gè)類似的視頻中傳遞積極信息，并把商標(biāo)中的V和W分開(kāi)。

Nike 耐克

Nike didn't tweak its logo, but it launched a large social media campaign with its global roster of star athletes including NBA player LeBron James and golfer Tiger Woods. Sports ground to a halt in the past few weeks because of social distancing rules and the ban on large gatherings, like in stadiums.

耐克沒(méi)有改動(dòng)品牌標(biāo)識(shí)，但是掀起了一場(chǎng)大型社交媒體運(yùn)動(dòng)，美國(guó)職業(yè)籃球運(yùn)動(dòng)員勒布朗·詹姆斯和高爾夫球手老虎伍茲等眾多體育明星都參與了這場(chǎng)運(yùn)動(dòng)。過(guò)去幾周，由于社交隔離規(guī)定和對(duì)大型集會(huì)（比如體育館賽事）的禁令，體育活動(dòng)逐漸停止。

grind to a halt: 慢慢停止

The campaign encourages people to play inside. Nike had to close several of its global stores because of the virus.

該活動(dòng)鼓勵(lì)人們?cè)谑覂?nèi)運(yùn)動(dòng)。受疫情影響，耐克不得不關(guān)閉了全球的數(shù)家門(mén)店。

英文來(lái)源：CNN

翻譯&編輯：丹妮