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,
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1969年7月,
00:15
three Americans launched into space.
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三位美国人被发射至太空。
00:18
Now, they went to the surface of the moon,
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他们抵达了月球的表面,
00:20
they famously made
the great leap for mankind.
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完成了人类举世瞩目的一跃。
00:24
Buzz Aldrin, Neil Armstrong,
they walked on the surface,
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巴兹·奥尔德林,尼尔·阿姆斯特朗
在月表行走,
00:27
they planted this flag.
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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.
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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.
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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.
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他们留下的不仅是这面旗帜。
00:39
They also left behind a plaque.
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他们也留下了一块登月纪念牌。
00:40
This plaque is a beautiful object,
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这个纪念牌很漂亮,
00:42
and one that I want to talk to you
a little bit about.
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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,
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代表整个地球。
00:47
representing all of earth.
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00:48
And then there's this beautiful statement:
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然后是这段优美的描述:
00:50
"We came in peace for all mankind."
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“我们为全人类的和平而来。”
00:52
Now, at first, this is just
nice poetic language,
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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.
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其次它的字体也非常适合那个时刻。
00:59
It seems industrial, it seems engineered.
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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
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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.
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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,
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现在,我想和你们谈谈字体,
01:09
and why this typeface is perfect
for this moment.
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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.
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这不仅仅是仪式。
01:15
Now, when all of you arrived here today,
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你们所有人今天来到这里时,
01:18
you actually had to think about fonts.
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都需要考虑字体。
01:20
You might not realize it,
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你们可能没有意识到这点,
01:21
but you're all unconscious
experts on typography.
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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,
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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.
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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.
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但有趣的事情是,
01:36
I know you're probably not like me,
you're not a font nerd,
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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,
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因为我可能每天都要花上几个小时
01:41
because I might spend hours every day
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01:43
trying to pick the perfect typeface
for the perfect project,
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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,
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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.
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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.
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01:54
If you don't believe me,
think about how you got here.
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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
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每个人都要判断标志,
01:58
and maybe even on your phone,
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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.
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02:03
You were evaluating fonts.
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这时你就是在评估字体。
02:04
Or maybe when you're just
buying a new product,
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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
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02:09
or cheap or hard to get or easy to find.
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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,
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有趣的事情是,
02:15
this may not seem extraordinary to you,
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这在你看起来并不奇怪,
02:16
but the moment you see
something out of place,
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但一旦你看到的事情错位了,
02:19
you recognize it right away.
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你立马就能认出来。
02:20
(Laughter)
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(笑声)
02:23
The thing I love about typography,
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我爱排版的一点是,
02:24
and why I love fonts
and why I love Futura,
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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.
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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,
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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.
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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,
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一旦你理解了排版的演变过程,
02:43
you actually have a history
of everything before you.
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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.
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这是 Futura 字体。
02:48
As previously we've discussed,
this is modernism in miniature.
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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
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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,
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也可能是20世纪最流行的,
02:58
of the twentieth century.
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或混杂的字体。
03:00
"Less is more," right, these are
the aphorisms of modernism.
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“少即是多”是现代主义的格言。
03:03
And in the visual arts,
the same thing happened.
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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,
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让我们关注本质,关注基本形状,
关注几何。
03:08
focus on geometry.
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03:09
So Futura actually holds this to its core.
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这实际上就是 Futura 字体的核心。
03:12
You might notice that the shapes
inherent in Futura
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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.
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03:16
Some of the shapes
are all based on circles,
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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,
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有些则带有三角形的尖顶点。
03:20
or others have this pointed
apex of the triangle.
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03:23
Others just look like
they might have been made
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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.
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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.
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03:30
In fact, this whole system
carries through with the way
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事实上,这种字体的设计方法
03:32
that the typeface was designed.
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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.
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03:37
Here it is in the lightweight,
the medium weight and the bold weight.
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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.
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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,
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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.
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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.
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这是当你用毛笔
03:52
This is what we think about maybe,
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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.
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03:57
That there's thicks and thins.
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笔画之间会有粗和细的差别。
03:59
And even more traditional typefaces,
say like a Garamond,
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即便是更传统的字体,
比如加拉蒙字体,
04:02
holds vestiges of this old system
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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
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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,
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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.
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04:11
But Futura, in contrast,
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但 Futura 字体与之相反,
04:13
is designed to look like
no one had touched it at all,
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设计得就像跟人工全无关系,
04:15
that this was made by a machine,
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它是由机器书写的,
04:17
for a machine age, for an industrial age.
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对应着机器时代,工业时代。
04:19
There's actually a sleight of hand here
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这里其实有1927年
04:21
that Paul Renner, the designer
who made this in 1927, employed.
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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
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如果你观察
04:26
the circular shape
joins with the vertical shaft,
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圆与竖连接的方式,
04:29
you'll notice that it tapers
just every so slightly.
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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
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04:34
in which this typeface was designed
to look geometrically perfect,
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几乎在几何上完美的
数百种方法之一,
04:37
even though it's mathematically not.
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尽管它在数学上不完美。
04:39
And this is what typeface
designers do all the time
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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.
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04:44
Now, there were other designers doing this
at the same time in Europe and America.
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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,
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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.
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04:54
These are some other ones in Germany
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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,
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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.
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那为什么 Futura 会风靡世界呢?
05:01
Then why did Futura take over the world?
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05:03
In this case, if you can read
the titles there,
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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:
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其中有些不是很能脱口而出:
05:08
Erbar, Kabel Light,
Berthold-Grotesk, Elegant-Grotesk.
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Erbar, Kabel Light,
Berthold-Grotesk, Elegant-Grotesk.
05:14
These aren't exactly
household names, are they?
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这些都不是家喻户晓的名字,对吧?
05:16
And so when you compare that to Futura,
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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.
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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 --
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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
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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.
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05:30
And this isn't actually the word
for future in German,
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这个词在德语中并不是未来的意思,
05:33
it wasn't a German name,
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它不是一个德语词,
他们其实上选择了一些
05:34
they actually picked something
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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.
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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 --
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这些是美国1920年代,
05:42
these are the typefaces
from the same period
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也就是同时代的字体,
05:44
in the United States in the 1920s,
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粗旷,傲慢,浮夸。
05:45
bold, brash, braggadocios.
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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
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05:50
when they were all
going nuts in the 1920s.
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股市疯狂时的样子。
05:52
And you realize that Futura
is doing something revolutionary.
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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.
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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."
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06:03
This is what it looked like
in 1929, in the summer.
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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.
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在很多方面,这个设计都没有问题。
06:10
This is absolutely typical of the 1920s.
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这绝对是1920年代的典型设计。
06:12
There's a photograph
of an important person,
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这是张重要人物的照片,
06:14
in this case Franklin Roosevelt,
then-governor of New York.
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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.
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居中排版,左右对称。
06:20
There's still a little bit
of ornamentation,
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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
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06:25
and not fully modernistic.
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不完全是现代主义的。
06:26
But everything seems kid of solid.
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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.
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06:30
But this all changed very quickly
and in October of 1929,
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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."
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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.
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这是用 Futura 字体印刷的样子。
06:39
Instead of the governor
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这次不是州长,
06:41
now we have a photograph
of an abstract, beautiful setting,
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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.
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在这个例子中,是海洋。
06:46
Instead of drop caps,
there's nothing at all.
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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.
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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.
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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.
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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
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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.
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07:04
And there's something even more radical.
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还有更激进的东西。
07:06
If you look closely at the Futura,
you might notice something.
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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,
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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.
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你可能不会觉得这个有多激进,
07:15
You might not think that's very radical,
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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,
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07:19
and I guarantee, you are not
going to find it very easily.
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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.
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2393
07:24
And why is that radical?
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为什么说它是激进的?
07:26
When we think about
what capital letters denote,
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思考一下大写字母代表什么,
07:29
they denote something important,
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它们表示的都是重要的东西,
07:31
whether it's our names, or our titles.
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不管是我们的名字还是职位。
07:33
Or maybe even just
the name of our corporations,
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或者可能只是我们公司的名字,
07:36
or maybe our trademarks.
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或者我们的商标。
07:37
Actually, in some ways,
America's the home of capitalization.
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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.
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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)
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(笑声)
07:44
But think about how radical this would be
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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.
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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
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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.
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争论发音一样具有政治影响力。
07:57
In the 1920s,
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在1920年代,
07:58
this is just shortly after Soviet Russia
had a communist revolution.
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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.
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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,
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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.
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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.
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今天这仍然是一个很激进的想法。
08:18
Think about how often
you do capitalize something
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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.
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1791
08:22
So for them to do this was a way
in which Futura was using this idea.
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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.
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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,
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他们带来了现代主义的其他想法,
08:32
whether it was interesting
new illustration styles,
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无论是有趣的新插画风格,
08:35
or interesting new collage
types of illustration.
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2851
还是有趣的新拼贴类型的插图,
08:37
Or even just new book covers,
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或者只是新书的封面,
08:40
whether they were from Europe.
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无论它们是否来自欧洲。
08:42
But here's the funny thing.
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但这里有个有趣的事情。
08:44
In the 1920s, if you wanted
to use a new typeface,
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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.
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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.
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你必须有刻有这种字体的铅块。
08:51
So for Americans who wanted to adopt this
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2061
所以对于想要采纳这种字体,
08:53
and make it part of their own system,
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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,
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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,
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不管在广告或者其他地方,
08:59
they actually had to have metal type.
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他们必须使用金属字体。
09:01
So being good American
capitalists, what did we do?
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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.
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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,
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这些字体和 Futura 这个名字
没有任何关系,
09:08
but looked identical to it,
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1851
但是看起来是一样的,
09:10
whether it was Spartan or Tempo.
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无论是 Spartan 字体还是Tempo字体。
09:11
And in fact, by the time
that World War II started,
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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.
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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.
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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.
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用20世纪的东西,使用Spartan,
Vogue, Tempo字体。
09:23
These are identical to Futura."
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这些和 Futura 是一样的。”
09:25
And in fact, for most people,
they didn't even learn the new names,
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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.
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只是简单的将
所有这些字体叫做 Futura。
09:30
So America took this typeface in,
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所以美国采用了这种字体,
09:32
conquered it and made it its own.
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572958
1976
并将它吸纳成自己的字体。
09:34
So by the time World War II finishes,
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到第二次世界大战结束时,
09:37
Americans are using this on everything,
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这种字体开始在美国变得无处不在,
09:39
whether it be catalogs, or atlases,
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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,
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582000
3309
09:45
or calendars, or even political material.
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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.
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09:53
And in fact, it was used even on some
of the most important advertising
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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.
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09:57
So it's in this context
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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
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和新的项目挑选字体时,
10:01
to use after World War II
for new maps and new projects,
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他们选了 Futura 字体。
10:04
they picked Futura.
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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,
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2809
它跟共产主义没有任何关系。
10:08
it didn't have anything
to do with communism.
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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,
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610417
3101
比如这张1962年的空军地图,
10:13
so this one, an air force map in 1962,
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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
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618833
1310
所以当宇航员
10:20
that when astronauts
first started the Mercury program,
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620167
3059
第一次开展水星计划时,
10:23
such as John Glenn orbiting the earth,
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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.
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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,
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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.
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在越来越多的物件上都能见到 Futura。
10:34
So in this case for a safety plan,
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2643
比如在一个安全计划书中,
10:37
or even starting to get used
on instrument panels,
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2601
甚至开始在仪表盘上,
10:39
or navigational aids.
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639667
1684
或助航设备上使用。
10:41
Or even on diagrams
to show how the whole system worked.
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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,
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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.
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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,
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649083
1935
了解如何操作机器的
10:51
for an entire system
that helped the astronauts
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651042
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整个系统界面。
10:53
know how to use the machine.
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10:54
NASA wasn't just one big corporation
making everything.
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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 --
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2393
波音,IBM,麦道——
他们制造的是不同的机器。
11:03
all making different machines.
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1434
11:04
Now imagine if astronauts had to use
different typefaces and different systems
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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
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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.
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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,
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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,
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1810
宇航员的食物配给
11:29
and it was used on their tool kits.
262
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2184
和工具包上。
11:31
It was used on knobs and levers
to tell them what to do.
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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
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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,
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某些只能容纳少量文字的地方,
11:40
instructions were printed
entirely in Futura,
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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.
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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,
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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.
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2935
在这个案例中,Futura 使得
11:51
In this case, Futura helped
make that system,
270
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2142
11:53
which was already
a very difficult and complex system,
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3310
一个本身非常复杂的系统
11:57
a little less complex.
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1375
简化了很多。
11:59
In fact, the very first or last thing
an astronaut might have seen
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3143
事实上,当宇航员进出太空船时,
12:02
when they were entering
or exiting the spacecraft
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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
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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.
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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,
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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,
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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.
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这台相机做了改装,
12:26
In this case, there are stickers
placed all over the film canisters,
283
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3226
用贴纸贴满了胶卷筒,
12:29
or other parts of the camera here.
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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.
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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.
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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
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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.
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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.
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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
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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
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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
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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
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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.
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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)
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