How a typeface helped launch Apollo | Douglas Thomas

60,795 views ・ 2019-07-20

TED


请双击下面的英文字幕来播放视频。

翻译人员: psjmz mz 校对人员: Yolanda Zhang
00:12
In 1969 in July,
0
12833
2518
1969年7月,
00:15
three Americans launched into space.
1
15375
2934
三位美国人被发射至太空。
00:18
Now, they went to the surface of the moon,
2
18333
2393
他们抵达了月球的表面,
00:20
they famously made the great leap for mankind.
3
20750
3476
完成了人类举世瞩目的一跃。
00:24
Buzz Aldrin, Neil Armstrong, they walked on the surface,
4
24250
3101
巴兹·奥尔德林,尼尔·阿姆斯特朗 在月表行走,
00:27
they planted this flag.
5
27375
1268
他们插上了这面旗帜。
00:28
It's rightly celebrated as a moment that in America we say is a triumph.
6
28667
5434
这是一个值得全美国庆祝的胜利时刻。
00:34
We think it was this amazing accomplishment.
7
34125
2976
我们认为这是一个了不起的成就。
00:37
They didn't just leave behind this flag, though.
8
37125
2268
他们留下的不仅是这面旗帜。
00:39
They also left behind a plaque.
9
39417
1477
他们也留下了一块登月纪念牌。
00:40
This plaque is a beautiful object,
10
40918
1641
这个纪念牌很漂亮,
00:42
and one that I want to talk to you a little bit about.
11
42583
2560
我想和你们谈谈。
首先,你可能注意到有两个球状图案,
00:45
First, you might notice that there's two globes,
12
45167
2239
代表整个地球。
00:47
representing all of earth.
13
47430
1254
00:48
And then there's this beautiful statement:
14
48708
2018
然后是这段优美的描述:
00:50
"We came in peace for all mankind."
15
50750
1684
“我们为全人类的和平而来。”
00:52
Now, at first, this is just nice poetic language,
16
52458
3101
首先,这是非常富有诗意的语言,
00:55
but it's also set in a typeface that's perfect for this moment.
17
55583
3851
其次它的字体也非常适合那个时刻。
00:59
It seems industrial, it seems engineered.
18
59458
3185
它看起来是工业化的, 经过精心设计的。
01:02
It also is the best possible name
19
62667
1572
这也是你能想到的用来描述
01:04
you could come up with for something on the moon: Futura.
20
64263
3796
月球上的东西的 最好名字:Futura(未来)。
01:08
Now, I want to talk to you about fonts,
21
68083
1858
现在,我想和你们谈谈字体,
01:09
and why this typeface is perfect for this moment.
22
69965
2344
以及为什么这个字体 非常适合这个时刻。
01:12
But it's actually more than just ceremonial.
23
72333
2084
这不仅仅是仪式。
01:15
Now, when all of you arrived here today,
24
75250
2768
你们所有人今天来到这里时,
01:18
you actually had to think about fonts.
25
78042
2601
都需要考虑字体。
01:20
You might not realize it,
26
80667
1267
你们可能没有意识到这点,
01:21
but you're all unconscious experts on typography.
27
81958
2976
但你们在潜意识中都是排版专家。
01:24
Typography is the study of how fonts inhabit our world,
28
84958
4351
排版是研究字体以什么方式 存在于我们的世界的。
01:29
they're the visual language of the words we use.
29
89333
3917
他们是我们使用的文字的视觉化语言。
01:34
Here's the thing that's funny about this, though.
30
94000
2309
但有趣的事情是,
01:36
I know you're probably not like me, you're not a font nerd,
31
96333
2768
我知道你们可能不像我, 你们不是字体迷,
可能有些人是, 但如果你不是,也没关系,
01:39
maybe some of you are, but if you're not, that's alright,
32
99125
2726
因为我可能每天都要花上几个小时
01:41
because I might spend hours every day
33
101875
1976
01:43
trying to pick the perfect typeface for the perfect project,
34
103875
2810
去为最合适的物体 挑选最合适的字体,
01:46
or I might spend thousands of dollars every year,
35
106709
2309
我也可能每年要花费成千上万美元,
试着找到符合我要求的字体。
01:49
trying to get ones with the right features.
36
109042
2059
但其实你们所有人每天都花了 数个小时在评估字体。
01:51
But all of you actually spend hours every day, evaluating fonts.
37
111125
3143
01:54
If you don't believe me, think about how you got here.
38
114292
2559
如果你不信,想想 你是如何到这儿的。
01:56
Each of you had to judge by the signs
39
116875
1768
每个人都要判断标志,
01:58
and maybe even on your phone,
40
118667
1434
甚至你手机上的标志,
该相信哪个符号,忽略哪个符号。
02:00
which signals to trust and which to ignore.
41
120125
3476
02:03
You were evaluating fonts.
42
123625
1268
这时你就是在评估字体。
02:04
Or maybe when you're just buying a new product,
43
124917
2226
或者可能当你刚买了个新产品时,
你得考虑东西是贵
02:07
you have to think about whether something is expensive
44
127167
2524
02:09
or cheap or hard to get or easy to find.
45
129715
3719
还是便宜,或者很难获得 还是容易找到。
02:13
And the funny thing about it is,
46
133458
1601
有趣的事情是,
02:15
this may not seem extraordinary to you,
47
135083
1858
这在你看起来并不奇怪,
02:16
but the moment you see something out of place,
48
136965
2303
但一旦你看到的事情错位了,
02:19
you recognize it right away.
49
139292
1351
你立马就能认出来。
02:20
(Laughter)
50
140667
2392
(笑声)
02:23
The thing I love about typography,
51
143083
1685
我爱排版的一点是,
02:24
and why I love fonts and why I love Futura,
52
144792
2267
以及我为什么喜欢字体, 尤其是 Futura 字体的原因是,
02:27
is that, for me, what I study is everywhere.
53
147083
3851
对我而言,我的研究对象无处不在。
02:30
Every street that I walk down, every book that I pick up,
54
150958
2685
我走过的每一条街道, 我拿起的每一本书,
02:33
every thing that I read is filled with the thing I love.
55
153667
5142
我阅读的任何事物都 充满了我热爱的东西。
02:38
Now, once you understand the history and what happens with typography,
56
158833
4310
一旦你理解了排版的演变过程,
02:43
you actually have a history of everything before you.
57
163167
3392
你面前的每件事的历史 都摆在了你的面前。
02:46
And this is the typeface Futura.
58
166583
2226
这是 Futura 字体。
02:48
As previously we've discussed, this is modernism in miniature.
59
168833
3393
正如之前所讨论的, 这是现代主义的缩影。
02:52
This is a way in which modernism infiltrated this country
60
172250
2768
这是现代主义渗透到 这个国家的一种方式,
02:55
and became perhaps the most popular, or promiscuous typeface,
61
175042
3226
也可能是20世纪最流行的,
02:58
of the twentieth century.
62
178292
1976
或混杂的字体。
03:00
"Less is more," right, these are the aphorisms of modernism.
63
180292
3309
“少即是多”是现代主义的格言。
03:03
And in the visual arts, the same thing happened.
64
183625
2268
在视觉艺术领域, 同样的事情也发生了。
03:05
Let's focus on the essentials, focus on the basic shapes,
65
185917
2684
让我们关注本质,关注基本形状,
关注几何。
03:08
focus on geometry.
66
188625
1268
03:09
So Futura actually holds this to its core.
67
189917
2726
这实际上就是 Futura 字体的核心。
03:12
You might notice that the shapes inherent in Futura
68
192667
2434
你可能会注意到 Futura 字体固有的形状
有圆形,正方形,三角形。
03:15
have circles, squares, triangles.
69
195125
1726
03:16
Some of the shapes are all based on circles,
70
196875
2101
有些形状都是基于圆圈的,
比如O、D和C,
03:19
like the O, D and C,
71
199000
1268
有些则带有三角形的尖顶点。
03:20
or others have this pointed apex of the triangle.
72
200292
3476
03:23
Others just look like they might have been made
73
203792
2226
其他的看起来就像是用尺子
或圆规做的。
03:26
with a ruler or a compass.
74
206042
1309
它们看起来感觉像依照几何形状 或数学公式计算过的,十分精确。
03:27
They feel geometric, they feel mathematic, precise.
75
207375
2684
03:30
In fact, this whole system carries through with the way
76
210083
2601
事实上,这种字体的设计方法
03:32
that the typeface was designed.
77
212708
1518
贯穿整个系统,
要让它看起来和其他 字体不同,要有新意。
03:34
To not look like it was made like other typefaces, to be something new.
78
214250
3351
03:37
Here it is in the lightweight, the medium weight and the bold weight.
79
217625
4226
这是它的细体,常规和粗体的样子。
03:41
The whole family has different things to commend to it.
80
221875
2976
整个字体家族都有 不同的推崇之处。
03:44
This was a conscious break from the past,
81
224875
1976
这是对过去的一次有意识的突破,
03:46
something that looked like it was made by a machine, and not by hand.
82
226875
3268
是一种看起来像是由机器 而不是手写生成的东西。
我说不是手写的意思指的就是这个。
03:50
When I say not made by hand, this is what I mean.
83
230167
2309
这是当你用毛笔
03:52
This is what we think about maybe,
84
232500
1643
或钢笔写字时有可能呈现出的字体,
03:54
when you might create something with a calligraphic brush or a pen.
85
234167
3601
03:57
That there's thicks and thins.
86
237792
1434
笔画之间会有粗和细的差别。
03:59
And even more traditional typefaces, say like a Garamond,
87
239250
3393
即便是更传统的字体, 比如加拉蒙字体,
04:02
holds vestiges of this old system
88
242667
1767
也保留着这个旧系统的痕迹,
04:04
in which you can see the A where it get little bit thinner at the top
89
244458
3268
比如在这里你可以看到 A 的上半部笔画划较细,
04:07
and thicker down below,
90
247750
1268
而下半部分较粗,
因为这是在试图让它 看起来像手写的。
04:09
because it's trying to look like someone had made it by hand.
91
249042
2892
04:11
But Futura, in contrast,
92
251958
1310
但 Futura 字体与之相反,
04:13
is designed to look like no one had touched it at all,
93
253292
2559
设计得就像跟人工全无关系,
04:15
that this was made by a machine,
94
255875
1559
它是由机器书写的,
04:17
for a machine age, for an industrial age.
95
257458
1976
对应着机器时代,工业时代。
04:19
There's actually a sleight of hand here
96
259458
2060
这里其实有1927年
04:21
that Paul Renner, the designer who made this in 1927, employed.
97
261542
3726
设计这幅画的设计师 保罗·雷纳隐藏的一个花招。
04:25
If you look at the way in which
98
265292
1517
如果你观察
04:26
the circular shape joins with the vertical shaft,
99
266833
2934
圆与竖连接的方式,
04:29
you'll notice that it tapers just every so slightly.
100
269791
3226
你会注意到它变得稍微细了一些。
这是把字体设计得
04:33
And this is one of hundreds of ways
101
273041
1727
04:34
in which this typeface was designed to look geometrically perfect,
102
274792
3142
几乎在几何上完美的 数百种方法之一,
04:37
even though it's mathematically not.
103
277958
1768
尽管它在数学上不完美。
04:39
And this is what typeface designers do all the time
104
279750
2393
这就是字体设计师每天
围绕字体所做的工作。
04:42
to make typefaces work, every day.
105
282167
2642
04:44
Now, there were other designers doing this at the same time in Europe and America.
106
284833
3893
同期在欧洲和美国也有 其他设计师做类似的事。
04:48
These are a few other excellent examples from Europe,
107
288750
2518
这是来自欧洲的其他一些优秀的例子,
大家在努力为新时代, 新阶段创造一些新的东西。
04:51
trying to create something new for the new age, a new moment in time.
108
291292
3267
04:54
These are some other ones in Germany
109
294583
1768
这是德国的其他一些
看起来非常类似 Futura 的字体,
04:56
that in some ways look very similar to Futura,
110
296375
2184
可能只有高腰或低腰或不同比例之别。
04:58
maybe with higher waist or lower waist or different proportions.
111
298583
3060
那为什么 Futura 会风靡世界呢?
05:01
Then why did Futura take over the world?
112
301667
1934
05:03
In this case, if you can read the titles there,
113
303625
2518
在这个案例中, 如果你能看清一些字体的名字,
05:06
some of these names don't quite roll off the tongue:
114
306167
2767
其中有些不是很能脱口而出:
05:08
Erbar, Kabel Light, Berthold-Grotesk, Elegant-Grotesk.
115
308958
5351
Erbar, Kabel Light, Berthold-Grotesk, Elegant-Grotesk.
05:14
These aren't exactly household names, are they?
116
314333
2226
这些都不是家喻户晓的名字,对吧?
05:16
And so when you compare that to Futura,
117
316583
2685
所以当你将它们跟 Futura 做下对比,
05:19
you realize that this was a really good choice by the marketing team.
118
319292
3267
就会意识到这是营销团队 做出的一个很好的选择。
05:22
What's amazing about this name --
119
322583
1726
这个名字最妙的地方在于——
05:24
you know, what's in this name is that this is a name
120
324333
2643
这个名字的含义
实际上唤起了人们 对未来的希望和想法。
05:27
that actually invokes hope and an idea about the future.
121
327000
3684
05:30
And this isn't actually the word for future in German,
122
330708
2524
这个词在德语中并不是未来的意思,
05:33
it wasn't a German name,
123
333256
1262
它不是一个德语词,
他们其实上选择了一些
05:34
they actually picked something
124
334542
1476
能够面向更广泛,更庞大, 全球性的观众群体的东西。
05:36
that would speak to a wider, larger audience, a universal audience.
125
336042
3184
当你比较同时期的美国字体时——
05:39
And when you compare it to what was being done in America --
126
339250
2851
这些是美国1920年代,
05:42
these are the typefaces from the same period
127
342125
2101
也就是同时代的字体,
05:44
in the United States in the 1920s,
128
344250
1643
粗旷,傲慢,浮夸。
05:45
bold, brash, braggadocios.
129
345917
1309
你几乎可以把这想象成20世纪20年代
05:47
You almost think of this as exactly like what the stock market looked like
130
347250
3518
05:50
when they were all going nuts in the 1920s.
131
350792
2059
股市疯狂时的样子。
05:52
And you realize that Futura is doing something revolutionary.
132
352875
2893
于是你意识到 Futura 在做的 是革命性的事情。
05:55
I want to step back and talk about an example of the typeface in use.
133
355792
4184
我想退一步谈谈字体的使用用例。
这是一本我们今天可能都知道 的杂志,《名利场》。
06:00
So this is a magazine that we all probably know today, "Vanity Fair."
134
360000
3268
06:03
This is what it looked like in 1929, in the summer.
135
363292
3351
这是它1929年夏季的一个版面。
06:06
And in many ways, there's nothing wrong with this design.
136
366667
3392
在很多方面,这个设计都没有问题。
06:10
This is absolutely typical of the 1920s.
137
370083
2601
这绝对是1920年代的典型设计。
06:12
There's a photograph of an important person,
138
372708
2101
这是张重要人物的照片,
06:14
in this case Franklin Roosevelt, then-governor of New York.
139
374833
2810
也就是富兰克林·罗斯福, 当时的纽约州州长。
06:17
Everything seems centered, everything seems symmetrical.
140
377667
2642
居中排版,左右对称。
06:20
There's still a little bit of ornamentation,
141
380333
2101
这里仍然有一些装饰,
所以这可能仍然有些 艺术修饰的痕迹,
06:22
so this is still maybe having some vestiges of the painted lady
142
382458
2976
06:25
and not fully modernistic.
143
385458
1268
不完全是现代主义的。
06:26
But everything seems kid of solid.
144
386750
1643
但一切似乎都很合理,
甚至还有下拉大写字母 来引导你进入文本区域。
06:28
There's even drop caps to help you get into the text.
145
388417
2517
06:30
But this all changed very quickly and in October of 1929,
146
390958
2726
但这些变化得非常之快, 在1929年10月,
06:33
a Berlin-based designer came and redesigned "Vanity Fair."
147
393708
2976
一位来自柏林的设计师 重新设计了《名利场》。
06:36
And this is what it looks like with Futura.
148
396708
3185
这是用 Futura 字体印刷的样子。
06:39
Instead of the governor
149
399917
1851
这次不是州长,
06:41
now we have a photograph of an abstract, beautiful setting,
150
401792
2892
现在我们有了一张抽象的, 美丽的背景照片,
06:44
in this case, the ocean.
151
404708
1518
在这个例子中,是海洋。
06:46
Instead of drop caps, there's nothing at all.
152
406250
2226
除了首字母下沉外, 并没有什么特别之处。
06:48
And replaced with a centered layout is now asymmetry.
153
408500
4059
取代中心布局的是不对称。
06:52
And it gets even more radical the further you enter the magazine.
154
412583
3060
你越仔细翻阅这本杂志, 你会发现这种变化越明显,越激进。
06:55
In this case, even more dramatic asymmetry.
155
415667
2017
在这个例子中,甚至 有更明显的不对称。
06:57
In this case, illustrations by Pablo Picasso, moving across the page
156
417708
3268
其中毕加索的插图横跨过页面,
打破了两页的沟槽。
07:01
and breaking the gutter of the two pages.
157
421000
3893
07:04
And there's something even more radical.
158
424917
1934
还有更激进的东西。
07:06
If you look closely at the Futura, you might notice something.
159
426875
2934
如果你仔细观察 Futura, 你可能注意到一些东西。
你可能一开始没有注意到,
07:09
You might not pick it up at first,
160
429833
1643
但是这一页的标题和说明中 没有大写字母。
07:11
but there are no capital letters in the title or the captions on this page.
161
431500
3559
你可能不会觉得这个有多激进,
07:15
You might not think that's very radical,
162
435083
1935
但随手拿起任何杂志, 图书或打开任何网站,
07:17
but pick up any magazine, any book or go to any website,
163
437042
2642
07:19
and I guarantee, you are not going to find it very easily.
164
439708
2768
我保证,想找到同样的设计并不容易。
这仍然是个很激进的主意。
07:22
This is still a radical idea.
165
442500
2393
07:24
And why is that radical?
166
444917
1267
为什么说它是激进的?
07:26
When we think about what capital letters denote,
167
446208
2976
思考一下大写字母代表什么,
07:29
they denote something important,
168
449208
1810
它们表示的都是重要的东西,
07:31
whether it's our names, or our titles.
169
451042
2142
不管是我们的名字还是职位。
07:33
Or maybe even just the name of our corporations,
170
453208
2935
或者可能只是我们公司的名字,
07:36
or maybe our trademarks.
171
456167
1726
或者我们的商标。
07:37
Actually, in some ways, America's the home of capitalization.
172
457917
3434
事实上,在某些方面, 美国是资本主义的发源地。
07:41
We love putting capitals in everything.
173
461375
1893
我们喜欢在每件事情上都注入资本。 (注:capitals同时有资本和大写字母的意思)
07:43
(Laughter)
174
463292
1642
(笑声)
07:44
But think about how radical this would be
175
464958
1976
但想想,如果你推出一本
07:46
to introduce a magazine where you're taking away all the capital letters.
176
466958
4310
去掉所有大写字母的杂志, 这是多么激进的做法。
07:51
This has maybe had the same political force
177
471292
2059
这可能和我们今天在社会上
07:53
that we now argue over things like pronouns in our society today.
178
473375
3726
争论发音一样具有政治影响力。
07:57
In the 1920s,
179
477125
1559
在1920年代,
07:58
this is just shortly after Soviet Russia had a communist revolution.
180
478708
4625
这样的事就发生在苏联发生 共产主义革命后不久。
08:04
And for them, this actually represented a socialist infiltration into America.
181
484250
4643
对他们来说,这实际上代表了 社会主义对美国的渗透。
08:08
All lowercase letters meant that this was an egalitarian,
182
488917
3851
所有的小写字母代表了一种平均主义,
08:12
complete lowering of everything into one equal playing field.
183
492792
4017
把所有的东西都放到一个 平等的竞争环境中。
08:16
Now this is still kind of a radical idea.
184
496833
1976
今天这仍然是一个很激进的想法。
08:18
Think about how often you do capitalize something
185
498833
2286
想想你是否经常使用大写来让某段文字
体现更大的权力和声望。
08:21
to have more power or prestige to it.
186
501143
1791
08:22
So for them to do this was a way in which Futura was using this idea.
187
502958
4185
所以对他们来说,这是 运用 Futura 的一种方式。
08:27
Now, other designers were doing other things with Futura.
188
507167
3184
其他设计者也在 用 Futura 字体做其他事情。
08:30
Others brought other ideas of modernism with it,
189
510375
2268
他们带来了现代主义的其他想法,
08:32
whether it was interesting new illustration styles,
190
512667
2392
无论是有趣的新插画风格,
08:35
or interesting new collage types of illustration.
191
515083
2851
还是有趣的新拼贴类型的插图,
08:37
Or even just new book covers,
192
517958
2060
或者只是新书的封面,
08:40
whether they were from Europe.
193
520042
2101
无论它们是否来自欧洲。
08:42
But here's the funny thing.
194
522167
1851
但这里有个有趣的事情。
08:44
In the 1920s, if you wanted to use a new typeface,
195
524042
2351
在1920年代,如果你想要使用新的字体,
08:46
you couldn't just go download it onto your computer.
196
526417
2434
你无法直接把它下载到你的电脑中。
08:48
You actually had to have pieces of lead.
197
528875
2183
你必须有刻有这种字体的铅块。
08:51
So for Americans who wanted to adopt this
198
531082
2061
所以对于想要采纳这种字体,
08:53
and make it part of their own system,
199
533167
2016
并且想要将其作为 他们系统的一部分的人,
08:55
something they could use in everyday typography,
200
535207
2852
一种他们每天排版时 都可以使用的东西,
08:58
whether in ads or anything else,
201
538083
1643
不管在广告或者其他地方,
08:59
they actually had to have metal type.
202
539750
2184
他们必须使用金属字体。
09:01
So being good American capitalists, what did we do?
203
541958
2435
所以作为优秀的美国资本家, 我们到底是怎么做的?
09:04
We made all sorts of copies.
204
544417
1392
我们制作各种各样的字体副本。
09:05
Ones that had nothing to do with the name Futura,
205
545833
2310
这些字体和 Futura 这个名字 没有任何关系,
09:08
but looked identical to it,
206
548167
1851
但是看起来是一样的,
09:10
whether it was Spartan or Tempo.
207
550042
1559
无论是 Spartan 字体还是Tempo字体。
09:11
And in fact, by the time that World War II started,
208
551625
2726
事实上,到第二次世界大战开始时,
09:14
American corporations were actually trying to boycott Nazi goods.
209
554375
3434
美国公司一直在抵制纳粹的东西。
09:17
But they said, "Go ahead and use our copies.
210
557833
2476
但他们说,“去用我们的复制品吧,
09:20
Use 20th Century, use Spartan, use Vogue, use Tempo.
211
560333
2685
用20世纪的东西,使用Spartan, Vogue, Tempo字体。
09:23
These are identical to Futura."
212
563042
2309
这些和 Futura 是一样的。”
09:25
And in fact, for most people, they didn't even learn the new names,
213
565375
3184
其实,对大部分人而言, 他们甚至都记不住这些新名字,
09:28
they just still called it all Futura.
214
568583
1768
只是简单的将 所有这些字体叫做 Futura。
09:30
So America took this typeface in,
215
570375
2559
所以美国采用了这种字体,
09:32
conquered it and made it its own.
216
572958
1976
并将它吸纳成自己的字体。
09:34
So by the time World War II finishes,
217
574958
2893
到第二次世界大战结束时,
09:37
Americans are using this on everything,
218
577875
1858
这种字体开始在美国变得无处不在,
09:39
whether it be catalogs, or atlases,
219
579757
2219
无论是目录还是地图册,
或是百科全书,图表和图片,
09:42
or encyclopedias or charts and graphs,
220
582000
3309
09:45
or calendars, or even political material.
221
585333
3643
或者日历,甚至政治材料都在用。
连一个正在扩张的足球队 队徽都用到了这种字体。
09:49
And even the logo for a new expansion football team.
222
589000
3083
09:53
And in fact, it was used even on some of the most important advertising
223
593042
3392
事实上,它甚至被用在20世纪最重要
的一些广告中。
09:56
of the 20th century.
224
596458
1310
09:57
So it's in this context
225
597792
1309
所以在这种情况下,
当美国政府在二战后为新的地图
09:59
that when the US government was picking a typeface
226
599125
2351
和新的项目挑选字体时,
10:01
to use after World War II for new maps and new projects,
227
601500
2620
他们选了 Futura 字体。
10:04
they picked Futura.
228
604144
1249
这不是一个令人震惊的选择, 也不是一个激进的选择,
10:05
It wasn't an astounding choice, it wasn't a radical choice,
229
605417
2809
它跟共产主义没有任何关系。
10:08
it didn't have anything to do with communism.
230
608250
2143
但在这个例子中,它被用于 一些最重要的地图,
10:10
But in this case, it was used on some of the most important maps,
231
610417
3101
比如这张1962年的空军地图,
10:13
so this one, an air force map in 1962,
232
613542
1851
或者1966年的越南地图。
10:15
or used for the maps in Vietnam in '66.
233
615417
2416
10:18
And so it wasn't a surprise
234
618833
1310
所以当宇航员
10:20
that when astronauts first started the Mercury program,
235
620167
3059
第一次开展水星计划时,
10:23
such as John Glenn orbiting the earth,
236
623250
1810
比如约翰·格伦绕地球航行,
10:25
that charts and maps that he was using were in Futura.
237
625084
2600
他所使用的图表和地图 使用了 Futura 字体并不奇怪。
10:27
And in fact, by the time Mercury morphed into Apollo,
238
627708
4018
事实上,当水星变成阿波罗计划时,
10:31
it started getting used more and more for more things.
239
631750
2601
在越来越多的物件上都能见到 Futura。
10:34
So in this case for a safety plan,
240
634375
2643
比如在一个安全计划书中,
10:37
or even starting to get used on instrument panels,
241
637042
2601
甚至开始在仪表盘上,
10:39
or navigational aids.
242
639667
1684
或助航设备上使用。
10:41
Or even on diagrams to show how the whole system worked.
243
641375
3143
整个系统的工作原理图表上也会用到。
10:44
But here's the amazing thing,
244
644542
1392
但这就是神奇之处,
10:45
it didn't just get used for papers that they handed out to people.
245
645958
3101
它不只限于人们彼此传阅的出版物上,
还开始被用于帮助宇航员
10:49
It started to get used for an interface,
246
649083
1935
了解如何操作机器的
10:51
for an entire system that helped the astronauts
247
651042
2226
整个系统界面。
10:53
know how to use the machine.
248
653292
1517
10:54
NASA wasn't just one big corporation making everything.
249
654833
3851
NASA(美国宇航局)并不是 一切设备的制造者。
10:58
There was hundreds of contractors --
250
658708
1851
这些设备来自数百家承包商——
11:00
Boeing, IBM, McDonnell Douglas --
251
660583
2393
波音,IBM,麦道——
他们制造的是不同的机器。
11:03
all making different machines.
252
663000
1434
11:04
Now imagine if astronauts had to use different typefaces and different systems
253
664458
3685
想象一下如果宇航员不得不 在航天飞机上的每一个部件中
11:08
for each component they had in the space shuttles.
254
668167
3392
使用不同的字体和系统会怎样。
11:11
This would have been impossible to navigate
255
671583
2018
这可能根本没法导航,
11:13
and there would have been a cognitive overload
256
673625
2143
并且会在他们每次 启动一个新系统时,
造成认知超载,
11:15
every time they had to open up a new system.
257
675792
2101
11:17
So in this case, Futura being used on the interface
258
677917
2642
所以在这个案例中, 被用于交互界面的 Futura 字体
11:20
helped them navigate complexity and make it more clear.
259
680583
3476
能够帮助他们应对复杂的系统 并使流程更加清晰。
11:24
And it wasn't just used on buttons, it was used on labels,
260
684083
3143
它不仅是用于标记按钮, 还被用于物件的标签,
11:27
and it was used on their food rations,
261
687250
1810
宇航员的食物配给
11:29
and it was used on their tool kits.
262
689084
2184
和工具包上。
11:31
It was used on knobs and levers to tell them what to do.
263
691292
4059
Futura 还被用于旋钮和 杠杆上的指导性标语。
11:35
In fact, maybe even some of the places
264
695375
1851
事实上,也许还会被用于
11:37
where they needed to have things that were complex be more simple to them,
265
697250
3477
某些只能容纳少量文字的地方,
11:40
instructions were printed entirely in Futura,
266
700751
2558
这里的文字说明 完全是用 Futura 字体打印的,
11:43
so that they could know what to do with that one moment.
267
703333
2643
这样操作说明就变得一目了然。
他们不需要记住所有事情,
11:46
They didn't have to remember everything in their head,
268
706000
2559
只需要在必要的时候找地方查看。
11:48
they could have it out there in the world to see and refer to.
269
708583
2935
在这个案例中,Futura 使得
11:51
In this case, Futura helped make that system,
270
711542
2142
11:53
which was already a very difficult and complex system,
271
713708
3310
一个本身非常复杂的系统
11:57
a little less complex.
272
717042
1375
简化了很多。
11:59
In fact, the very first or last thing an astronaut might have seen
273
719083
3143
事实上,当宇航员进出太空船时,
12:02
when they were entering or exiting the spacecraft
274
722250
2309
看到的第一个或者最后一个东西
12:04
would have been in Futura.
275
724583
1268
可能也使用了 Futura 字体。
12:05
One of my favorite examples of how Futura worked in this way
276
725875
3143
我最喜欢的一个关于 Futura 在这方面应用的例子
12:09
is actually this camera.
277
729042
1309
其实是这台相机。
12:10
This is a Hasselblad that was made by the Swedish company.
278
730375
4226
这是一家瑞典公司生产的哈苏相机。
12:14
It's a perfectly good camera, some of you might have used one,
279
734625
2934
这是一台非常棒的相机, 你们有些人可能用过,
12:17
it's prized by photographers as a really great camera.
280
737583
3851
它被摄影师们誉为 一台伟大的相机。
12:21
And you might notice, if you know anything about cameras,
281
741458
2685
如果你多少对相机有些了解, 可能已经注意到,
12:24
that there's some modifications made to it.
282
744167
2059
这台相机做了改装,
12:26
In this case, there are stickers placed all over the film canisters,
283
746250
3226
用贴纸贴满了胶卷筒,
12:29
or other parts of the camera here.
284
749500
2726
或者相机的其他部分。
12:32
What this enabled NASA to do,
285
752250
2059
NASA 这样做能让
12:34
was make something really great out of the astronauts.
286
754333
3476
宇航员们拍一些 令人惊叹的照片。
12:37
They're not photographers, they're not experts in art.
287
757833
2685
他们不是摄影师,也不是艺术家。
12:40
But they could ensure that they would know how to use this camera
288
760542
3142
但贴在相机上的 Futura 标签可以确保
12:43
because of the labels placed there in Futura.
289
763708
2185
他们知道如何使用这台相机,
12:45
So in this case,
290
765917
1267
这样一来,
Futura 就取得并确保了他们能够掌控
12:47
Futura acquired and made sure that they had legitimacy
291
767208
3810
所使用的东西。
12:51
with the things they were using.
292
771042
1601
12:52
In this case to not take off the film before it would expose.
293
772667
3142
这个标签说的是在需要曝光之前 不要把胶片取下来。
12:55
Which, in this case, we would have never had
294
775833
2101
也就是说如果没有这个标签,
12:57
some of the amazing photos we had without this label.
295
777958
2518
我们可能就见不到那些壮观的照片了。
当我们看到像这样装饰性的东西, 比如一块仪式性的肩章,
13:00
When we see something as decorative as this, a ceremonial patch,
296
780500
5601
13:06
or something like this plaque on the moon,
297
786125
2184
或者像月球上的这块纪念牌,
13:08
we realize that Futura was more than just something ceremonial,
298
788333
3101
我们意识到 Futura 不仅仅是一种仪式性的东西,
13:11
something more than something that had just been picked for its design.
299
791458
4643
不仅仅是因它的设计而被挑选。
13:16
In fact, Futura had authority,
300
796125
2684
实际上,Futura 代表着权威,
13:18
had legitimacy and had power because of this choice.
301
798833
2476
因为这个选择而拥有合法性和权威。
13:21
There's one other thing I want to talk about in closing.
302
801333
3185
我想用另一件事结束我的演讲。
13:24
And that is that Futura tells a story.
303
804542
3476
那就是 Futura 讲述了一个故事。
13:28
And this is what I love about typefaces, is that all of them tell stories.
304
808042
4184
我爱字体的原因是它们都在讲故事。
13:32
And in this case, this typeface tells a very powerful story
305
812250
2809
在这个例子中,这个字体 讲了一个关于同化,
13:35
about assimilation, about something being taken into America
306
815083
3393
关于被美国吸收 而成为其文化一部分的
13:38
and being made part of its culture.
307
818500
2434
强大的故事。
13:40
And that's one of the best and worst things America does,
308
820958
2726
这是美国做的最好和最坏的事情,
13:43
is we take things into our culture and we spit them out back again
309
823708
3101
我们把东西带进我们的文化, 然后再把它们吐出来,
13:46
and claim them our own.
310
826833
1268
并声称它们是我们自己的。
在这种情况下,Futura 准确地体现了
13:48
And in this case, Futura mirrors exactly what happened with the technology
311
828125
3601
13:51
undergirding the whole system.
312
831750
1643
支撑整个系统的技术演变。
13:53
Futura was a German typeface, taken in, made into an American commodity.
313
833417
4434
Futura 是一种德国字体, 被吸收后成为了一种美国商品。
13:57
And so were the technologies:
314
837875
1434
技术也是如此:
13:59
the rockets, the scientists all came from Germany as well.
315
839333
2768
火箭,所有的科学家都来自德国。
所以在某种程度上, 美国纪念牌上的德国字体
14:02
So in some ways, this German typeface on an American plaque
316
842125
3226
14:05
perfectly mirrors what happened with the technology.
317
845375
2434
完美地体现了这项技术。
14:07
And in this case,
318
847833
1268
在这个例子中,
14:09
when you think about this story, you realize that typography on the moon
319
849125
5476
当你想到这个故事时, 你会意识到月球上的排版
14:14
represents legitimacy, represents authority,
320
854625
2851
代表着合法性,代表着权威,
14:17
and this gave them, the astronauts, the power to get to the moon.
321
857500
3684
并给予了宇航员登上月球的力量。
14:21
Thank you.
322
861208
1268
谢谢。
14:22
(Applause)
323
862500
2583
(鼓掌)
关于本网站

这个网站将向你介绍对学习英语有用的YouTube视频。你将看到来自世界各地的一流教师教授的英语课程。双击每个视频页面上显示的英文字幕,即可从那里播放视频。字幕会随着视频的播放而同步滚动。如果你有任何意见或要求,请使用此联系表与我们联系。

https://forms.gle/WvT1wiN1qDtmnspy7


This website was created in October 2020 and last updated on June 12, 2025.

It is now archived and preserved as an English learning resource.

Some information may be out of date.

隐私政策

eng.lish.video

Developer's Blog