請雙擊下方英文字幕播放視頻。
譯者: Lilian Chiu
審譯者: Helen Chang
00:12
In 1969 in July,
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1969 年七月,
00:15
three Americans launched into space.
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三位美國人被發射上太空。
00:18
Now, they went to the surface of the moon,
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他們到了月球的表面,
00:20
they famously made
the great leap for mankind.
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他們為人類邁出了著名的一大步。
00:24
Buzz Aldrin, Neil Armstrong,
they walked on the surface,
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伯茲•艾德林和尼爾•阿姆斯壯
在月球表面上行走,
00:27
they planted this flag.
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插上了這面旗子。
00:28
It's rightly celebrated as a moment
that in America we say is a triumph.
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在美國,我們很公正地讚頌
這個時刻是勝利的時刻。
00:34
We think it was this
amazing accomplishment.
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我們認為它是一項
很了不起的成就。
00:37
They didn't just leave behind
this flag, though.
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但,他們留下的不只是這面旗子。
00:39
They also left behind a plaque.
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他們也留下了一塊
很漂亮的紀念牌。
00:40
This plaque is a beautiful object,
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00:42
and one that I want to talk to you
a little bit about.
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今天我想和大家
談一下這塊紀念牌。
首先,各位可能有注意到,
上面有兩個球形代表整個地球。
00:45
First, you might notice
that there's two globes,
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00:47
representing all of earth.
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00:48
And then there's this beautiful statement:
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還有一句美麗的聲明:「我們
代表所有人類,為和平而來。」
00:50
"We came in peace for all mankind."
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00:52
Now, at first, this is just
nice poetic language,
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一開始,它只是很有詩意的文字,
00:55
but it's also set in a typeface
that's perfect for this moment.
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但它所使用的字型,
非常適合這個時刻。
00:59
It seems industrial, it seems engineered.
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它似乎很工業,
似乎是為科學設計的。
01:02
It also is the best possible name
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這種字型也有個大家
能為月球用途想出來
01:04
you could come up with
for something on the moon: Futura.
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最棒的名稱:Futura
(改自「未來 Future」)。
01:08
Now, I want to talk to you about fonts,
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我想跟大家談談字體,
01:09
and why this typeface is perfect
for this moment.
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及為什麼這種字型
非常適合這個時刻。
01:12
But it's actually more
than just ceremonial.
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它不只是一種儀式。
01:15
Now, when all of you arrived here today,
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今天,大家來到這裡時,
01:18
you actually had to think about fonts.
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其實都需要去思考字體。
01:20
You might not realize it,
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你們可能沒有發現,但你們
都是無意識的字型學專家。
01:21
but you're all unconscious
experts on typography.
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01:24
Typography is the study
of how fonts inhabit our world,
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字型學是在研究字體
如何存在於我們的世界上,
01:29
they're the visual language
of the words we use.
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我們所使用的字詞的
視覺表達方式。
01:34
Here's the thing
that's funny about this, though.
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不過,有一點很有趣。
01:36
I know you're probably not like me,
you're not a font nerd,
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我知道你們可能
不像我是個字體狂,
也許在座有些人是,但,
如果不是,沒關係,
01:39
maybe some of you are,
but if you're not, that's alright,
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01:41
because I might spend hours every day
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因為我每天可能會花好幾個小時,
01:43
trying to pick the perfect typeface
for the perfect project,
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為一個完美的專案計畫
挑選完美的字型,
01:46
or I might spend thousands
of dollars every year,
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或者,我可能每年會花
數千美元去買適合的字型。
01:49
trying to get ones
with the right features.
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但,其實所有人每天都會
花數小時的時間在評估字體。
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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如果不信,想想你們
是怎麼到這裡的。
01:56
Each of you had to judge by the signs
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每個人都得要透過標誌,
甚至是用手機,
01:58
and maybe even on your phone,
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02:00
which signals to trust
and which to ignore.
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來判斷要相信哪些訊號、
要忽略哪些訊號。
02:03
You were evaluating fonts.
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這就是在評估字體。
02:04
Or maybe when you're just
buying a new product,
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或者,當你要買一樣新產品時,
你得去思考某樣東西是否很昂貴,
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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或很便宜,或很難取得,
或很容易入手。
02:13
And the funny thing about it is,
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這當中很有趣的一點是,
02:15
this may not seem extraordinary to you,
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對你來說這可能沒什麼大不了,
02:16
but the moment you see
something out of place,
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但當你一看到有什麼不對勁,
02:19
you recognize it right away.
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你馬上就會發現。
02:20
(Laughter)
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(笑聲)
02:23
The thing I love about typography,
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我很喜歡字型學的一點,
02:24
and why I love fonts
and why I love Futura,
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也是我喜歡字體,
喜歡 Futura 的原因,
02:27
is that, for me,
what I study is everywhere.
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就是,對我來說,
我研究的目標無所不在。
02:30
Every street that I walk down,
every book that I pick up,
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我走的每一條街,
我挑的每一本書,
02:33
every thing that I read
is filled with the thing I love.
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我讀過的所有文字,
都充滿了我熱愛的字型。
02:38
Now, once you understand the history
and what happens with typography,
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一旦各位了解了字型學的
歷史和發生過的事,
02:43
you actually have a history
of everything before you.
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其實眼前看到的就是萬物的歷史。
02:46
And this is the typeface Futura.
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這是 Futura 字型。
02:48
As previously we've discussed,
this is modernism in miniature.
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如我們前面討論過的,
它是現代主義的縮影。
02:52
This is a way in which modernism
infiltrated this country
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這就是現代主義
滲入這個國家的方式,
02:55
and became perhaps the most popular,
or promiscuous typeface,
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接著變成是二十世紀
最熱門或最雜亂的字體。
02:58
of the twentieth century.
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03:00
"Less is more," right, these are
the aphorisms of modernism.
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「少就是多」,對的,
這就是現代主義的格言。
03:03
And in the visual arts,
the same thing happened.
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在視覺藝術中,也有同樣的狀況。
03:05
Let's focus on the essentials,
focus on the basic shapes,
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咱們把焦點放在根本要素上、
基本的形狀上、幾何上。
03:08
focus on geometry.
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03:09
So Futura actually holds this to its core.
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這其實是 Futura 的核心。
03:12
You might notice that the shapes
inherent in Futura
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各位可能有注意到
Futura 固有的形狀
03:15
have circles, squares, triangles.
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是圓形、方形、三角形。
03:16
Some of the shapes
are all based on circles,
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有些形狀完全以圓形
為基礎,如 O、D、C,
03:19
like the O, D and C,
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03:20
or others have this pointed
apex of the triangle.
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也有些形狀含有三角形的尖角。
03:23
Others just look like
they might have been made
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還有一些形狀像是
用直尺或圓規畫出來的。
03:26
with a ruler or a compass.
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它們具有幾何感、數學感,很精確。
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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這種字型的整個系統都是
用這方式設計出來的。
03:32
that the typeface was designed.
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目的是為了不要看起來
像是其他字型,而是新創的。
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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這是細體字、中體字,和粗體字。
03:41
The whole family has
different things to commend to it.
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整組都有不同的優點。
03:44
This was a conscious break from the past,
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有意識地和過去做出區別,
03:46
something that looked like it was made
by a machine, and not by hand.
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看起來像是機器做的,
而不是手寫的。
我說不是手寫的,指的就是這種。
03:50
When I say not made by hand,
this is what I mean.
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當你用毛筆或是鋼筆來書寫時,
03:52
This is what we think about maybe,
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03:54
when you might create something
with a calligraphic brush or a pen.
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可能會是這個樣子的。
03:57
That there's thicks and thins.
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字會有粗有細。
03:59
And even more traditional typefaces,
say like a Garamond,
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更傳統的字型,比如 Garamond,
04:02
holds vestiges of this old system
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就有這種古老系統的痕跡,
04:04
in which you can see the A
where it get little bit thinner at the top
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各位可以看到,A 的上面比較細,
04:07
and thicker down below,
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下面比較粗,
04:09
because it's trying to look like
someone had made it by hand.
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因為希望它看起來像是手寫的。
04:11
But Futura, in contrast,
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但相對的,Futura
04:13
is designed to look like
no one had touched it at all,
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就設計成像是完全沒有
人工成份,百分百機器製造,
04:15
that this was made by a machine,
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04:17
for a machine age, for an industrial age.
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當時是機器時代,工業時代。
04:19
There's actually a sleight of hand here
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它的設計師保羅倫納
04:21
that Paul Renner, the designer
who made this in 1927, employed.
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在 1927 年設計它的時候,
採用了很巧妙的手法。
04:25
If you look at the way in which
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請大家看一下,
04:26
the circular shape
joins with the vertical shaft,
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圓形和直線的接合處,
04:29
you'll notice that it tapers
just every so slightly.
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會發現有稍微變細一點點。
04:33
And this is one of hundreds of ways
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這是讓字型在設計看起來能達到
04:34
in which this typeface was designed
to look geometrically perfect,
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幾何完美的數百種方式之一,
04:37
even though it's mathematically not.
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不過它在數學上就不是完美了。
04:39
And this is what typeface
designers do all the time
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這是字型設計師要設計出
04:42
to make typefaces work, every day.
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可用字型的日常慣例。
04:44
Now, there were other designers doing this
at the same time in Europe and America.
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在歐洲和美國也有
其他設計師會這麼做。
04:48
These are a few other
excellent examples from Europe,
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在歐洲也有幾個很棒的例子,
嘗試為了新時代、新時刻來創新。
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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在德國,有些其他字型
在某種程度上很類似 Futura,
04:56
that in some ways
look very similar to Futura,
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也許「腰身」的位置
比較高或低,或比例不同。
04:58
maybe with higher waist or lower waist
or different proportions.
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05:01
Then why did Futura take over the world?
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那麼,為何 Futura 能打贏全世界?
05:03
In this case, if you can read
the titles there,
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在這個例子中,如果
各位能讀出這些名稱,
05:06
some of these names
don't quite roll off the tongue:
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有一些不是這麼好唸:
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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不是我們熟知的名字,對吧?
05:16
And so when you compare that to Futura,
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所以,如果拿來和 Futura 比較,
05:19
you realize that this was a really
good choice by the marketing team.
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就會了解,行銷團隊
做出了一個好選擇。
05:22
What's amazing about this name --
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這個名字很了不起的一點——
05:24
you know, what's in this name
is that this is a name
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這個名字的特點在於,
它能喚起希望,
帶出對未來的想法。
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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它其實並不是德文中的
「未來」,它不是德文,
05:33
it wasn't a German name,
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選名字的時候,考量的是
05:34
they actually picked something
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05:36
that would speak to a wider,
larger audience, a universal audience.
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要能夠和更廣大的客群、
普遍的客群連結。
05:39
And when you compare it
to what was being done in America --
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如果各位把它拿來和美國
同時期的其他字型做比較,
05:42
these are the typefaces
from the same period
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05:44
in the United States in the 1920s,
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在二○年代時的字型,
bold、brash、braggadocios。
05:45
bold, brash, braggadocios.
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幾乎會覺得這和二○年代
05:47
You almost think of this as exactly
like what the stock market looked like
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股市的瘋狂時期一樣。
05:50
when they were all
going nuts in the 1920s.
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05:52
And you realize that Futura
is doing something revolutionary.
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可以了解,Futura 是很革命性的。
05:55
I want to step back and talk
about an example of the typeface in use.
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我想要先退一步,
談談字型使用上的例子。
06:00
So this is a magazine that we all
probably know today, "Vanity Fair."
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這是現今大家可能
都知道的雜誌《浮華世界》。
06:03
This is what it looked like
in 1929, in the summer.
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這是它在 1929 年
夏天時的樣子。
06:06
And in many ways, there's
nothing wrong with this design.
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在許多層面上,
這個設計沒什麼問題。
06:10
This is absolutely typical of the 1920s.
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這是典型的二○年代設計。
06:12
There's a photograph
of an important person,
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上面有一張重要人物的照片,
06:14
in this case Franklin Roosevelt,
then-governor of New York.
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在這裡的是羅斯福,
當時的紐約州長。
06:17
Everything seems centered,
everything seems symmetrical.
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一切似乎都置中,
一切似乎都對稱。
06:20
There's still a little bit
of ornamentation,
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仍然有一點點裝飾,
所以這仍然也許
有一些彩繪女士的痕跡,
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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不是完全現代主義的。
06:26
But everything seems kid of solid.
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但一切似乎都蠻實在。
06:28
There's even drop caps
to help you get into the text.
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甚至還把第一個字母
放大來協助讀者閱讀。
06:30
But this all changed very quickly
and in October of 1929,
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但這一切很快就改變了,
在 1929 年十月,
06:33
a Berlin-based designer came
and redesigned "Vanity Fair."
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一位來自柏林的設計師
來重新設計了《浮華世界》。
06:36
And this is what
it looks like with Futura.
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這就是它搭配上了
Futura 之後的樣子。
06:39
Instead of the governor
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現在的照片不是州長,
06:41
now we have a photograph
of an abstract, beautiful setting,
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而是一個抽象、美麗的場景,
06:44
in this case, the ocean.
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在這裡是一片海洋。
06:46
Instead of drop caps,
there's nothing at all.
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第一個字母也沒有再被放大。
06:48
And replaced with a centered
layout is now asymmetry.
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置中的排版不再,
改用不對稱的排版。
06:52
And it gets even more radical
the further you enter the magazine.
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當你越深入這本雜誌,
還會變得更極端。
06:55
In this case,
even more dramatic asymmetry.
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在這裡則是變得更明顯不對稱。
06:57
In this case, illustrations
by Pablo Picasso, moving across the page
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在這裡,畢卡索的圖會跨越頁面,
07:01
and breaking the gutter of the two pages.
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穿過兩頁之間的書溝。
07:04
And there's something even more radical.
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還有更極端的。
07:06
If you look closely at the Futura,
you might notice something.
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更近一點看 Futura 就會注意到。
07:09
You might not pick it up at first,
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一開始你可能不會發現,
但在這一頁上,
標題都沒有大寫字母。
07:11
but there are no capital letters
in the title or the captions on this page.
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各位可能不覺得這算是很極端,
07:15
You might not think that's very radical,
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但隨便挑一本雜誌、
一本書,或上任何網站,
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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我保證,你很難找到這種現象。
這仍然是個很極端的點子。
07:22
This is still a radical idea.
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2393
07:24
And why is that radical?
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為什麼很極端?
07:26
When we think about
what capital letters denote,
167
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2976
我們可以想想大寫字
代表的意思是什麼,
07:29
they denote something important,
168
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1810
大寫字表示有重要性,
07:31
whether it's our names, or our titles.
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不論是我們的名字或頭銜。
07:33
Or maybe even just
the name of our corporations,
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或者,甚至是我們
所屬公司的名字,
07:36
or maybe our trademarks.
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或者是我們的商標。
07:37
Actually, in some ways,
America's the home of capitalization.
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事實上,在某種程度上,美國
就是大寫(資本化)的國家。
07:41
We love putting capitals in everything.
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我們喜歡到處放大寫(資本)。
07:43
(Laughter)
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1642
(笑聲)
07:44
But think about how radical this would be
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但,想想看,推出一本
07:46
to introduce a magazine where you're
taking away all the capital letters.
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完全沒有大寫字母的雜誌,
這是多極端的事。
07:51
This has maybe had
the same political force
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這背後的政治力,
07:53
that we now argue over things
like pronouns in our society today.
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可能和現今我們在社會上爭論
代名詞議題的政治力是一樣的。
07:57
In the 1920s,
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在二○年代,
07:58
this is just shortly after Soviet Russia
had a communist revolution.
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前蘇俄才剛剛發生共產黨革命。
08:04
And for them, this actually represented
a socialist infiltration into America.
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4643
對他們而言,這其實代表著
社會主義滲入了美國。
08:08
All lowercase letters meant
that this was an egalitarian,
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全部用小寫字就意味著平等主義,
08:12
complete lowering of everything
into one equal playing field.
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把一切都降低(變小)
到平等的地位。
08:16
Now this is still kind of a radical idea.
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496833
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這仍然是個很極端的點子。
08:18
Think about how often
you do capitalize something
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想想你有多常用大寫
來讓字詞更有力量或威望。
08:21
to have more power or prestige to it.
186
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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,他們這麼做,就是
把 Futura 用在這個點子上。
08:27
Now, other designers
were doing other things with Futura.
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3184
其他設計師則是
用 Futura 做不同的事。
08:30
Others brought other ideas
of modernism with it,
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2268
其他人帶進其他現代主義的點子,
08:32
whether it was interesting
new illustration styles,
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不論是有趣的新繪圖風格,
08:35
or interesting new collage
types of illustration.
191
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2851
或是有趣的新拼貼式繪圖。
08:37
Or even just new book covers,
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2060
或者甚至只是新的書籍封面,
08:40
whether they were from Europe.
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不論是否來自歐洲。
08:42
But here's the funny thing.
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但,好玩的來了。
08:44
In the 1920s, if you wanted
to use a new typeface,
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在二○年代,如果
你想要用新的字型,
08:46
you couldn't just go download it
onto your computer.
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你不能只是打開電腦下載它。
08:48
You actually had to have pieces of lead.
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你必須要真的有鉛板。
08:51
So for Americans who wanted to adopt this
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2061
所以,美國人如果
想要採用這種字型,
08:53
and make it part of their own system,
199
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把它變成自己的系統的一部分,
08:55
something they could use
in everyday typography,
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用在每天日常的排印上,
08:58
whether in ads or anything else,
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用在廣告或其他地方,
08:59
they actually had to have metal type.
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2184
他們都得要真正有活字金屬。
09:01
So being good American
capitalists, what did we do?
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2435
所以,身為優秀的美國
資本主義者,我們怎麼做?
09:04
We made all sorts of copies.
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1392
我們做各種複製。
09:05
Ones that had nothing to do
with the name Futura,
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545833
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複製成和 Futura
這個名字無關的字型,
09:08
but looked identical to it,
206
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1851
但看起來和它一模一樣,
不論是 Spartan 或 Tempo。
09:10
whether it was Spartan or Tempo.
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1559
09:11
And in fact, by the time
that World War II started,
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2726
事實上,到二次大戰開始時,
09:14
American corporations were actually trying
to boycott Nazi goods.
209
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美國企業的確嘗試杯葛納粹商品。
09:17
But they said,
"Go ahead and use our copies.
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2476
但他們說:「儘管用我們的複製品。
09:20
Use 20th Century, use Spartan,
use Vogue, use Tempo.
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2685
用 20th Century,用 Spartan,
用 Vogue,用 Tempo。
09:23
These are identical to Futura."
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563042
2309
它們和 Futura 一樣。」
09:25
And in fact, for most people,
they didn't even learn the new names,
213
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事實上,大部分人
甚至沒有去記新名字,
09:28
they just still called it all Futura.
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他們仍然稱之為 Futura。
09:30
So America took this typeface in,
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所以,美國拿了這種字型,
09:32
conquered it and made it its own.
216
572958
1976
征服了它,把它據為己有。
09:34
So by the time World War II finishes,
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到了二次大戰結束時,
09:37
Americans are using this on everything,
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美國人到處使用這種字型,
09:39
whether it be catalogs, or atlases,
219
579757
2219
不論是目錄、地圖集、
09:42
or encyclopedias or charts and graphs,
220
582000
3309
百科全書、圖表、
09:45
or calendars, or even political material.
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日曆,或甚至政治素材。
09:49
And even the logo for a new
expansion football team.
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甚至連足球隊的新擴張
商標也用了這種字型。
09:53
And in fact, it was used even on some
of the most important advertising
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593042
3392
事實上,在二十世紀
最重要的廣告上都可以看到它。
09:56
of the 20th century.
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1310
09:57
So it's in this context
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597792
1309
在這種情況下,
當美國政府要選一種字型,
09:59
that when the US government
was picking a typeface
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2351
於二次大戰後用在
新的地圖和新的專案上,
10:01
to use after World War II
for new maps and new projects,
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2620
他們挑了 Futura。
10:04
they picked Futura.
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604144
1249
這種選擇並不讓人
意外,也不極端,
10:05
It wasn't an astounding choice,
it wasn't a radical choice,
229
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2809
這個選擇無關共產主義。
10:08
it didn't have anything
to do with communism.
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608250
2143
但,在這裡它被用在
一些最重要的地圖上,
10:10
But in this case, it was used
on some of the most important maps,
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3101
這張是 1962 年的空軍地圖,
10:13
so this one, an air force map in 1962,
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613542
1851
或者是 1966 年的越南地圖。
10:15
or used for the maps in Vietnam in '66.
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615417
2416
10:18
And so it wasn't a surprise
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618833
1310
所以,理所當然,
10:20
that when astronauts
first started the Mercury program,
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3059
當太空人剛開始進行水星計畫,
10:23
such as John Glenn orbiting the earth,
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1810
比如約翰•葛倫繞行地球,
10:25
that charts and maps
that he was using were in Futura.
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625084
2600
他所使用的圖表和地圖
就使用了 Futura 字型。
10:27
And in fact, by the time
Mercury morphed into Apollo,
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4018
事實上,當水星計畫
轉變為阿波羅計畫時,
10:31
it started getting used
more and more for more things.
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2601
這種字型被更廣泛用在許多地方。
10:34
So in this case for a safety plan,
240
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2643
這是一個安全計畫,
10:37
or even starting to get used
on instrument panels,
241
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2601
或者開始用在儀器的儀標板上,
10:39
or navigational aids.
242
639667
1684
或是導航的輔助上。
10:41
Or even on diagrams
to show how the whole system worked.
243
641375
3143
或甚至用來呈現整個系統
運作狀況的圖形上。
10:44
But here's the amazing thing,
244
644542
1392
但,很驚人的是,
10:45
it didn't just get used for papers
that they handed out to people.
245
645958
3101
這種字型不只用在
他們交給別人的文件上,
也開始用在介面上,
10:49
It started to get used for an interface,
246
649083
1935
用在協助太空人了解
如何使用機器的整個系統上。
10:51
for an entire system
that helped the astronauts
247
651042
2226
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
美國太空總署並不是
一間大公司包辦一切。
10:58
There was hundreds of contractors --
250
658708
1851
還有數百間包商——
11:00
Boeing, IBM, McDonnell Douglas --
251
660583
2393
波音、IBM、麥克唐納
道格拉斯公司——
11:03
all making different machines.
252
663000
1434
都在做不同的機器。
11:04
Now imagine if astronauts had to use
different typefaces and different systems
253
664458
3685
想想看,太空人用到
太空船上不同的元件時
11:08
for each component they had
in the space shuttles.
254
668167
3392
就會碰到不同的字型和系統。
11:11
This would have been
impossible to navigate
255
671583
2018
這樣根本無法找到要的東西,
11:13
and there would have been
a cognitive overload
256
673625
2143
且每當他們開啟一個新的系統,
就會造成認知超載。
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
這裡,Futura 被用在介面上,
11:20
helped them navigate complexity
and make it more clear.
259
680583
3476
協助讓複雜的介面變得更清楚,
容易找到需要的功能。
11:24
And it wasn't just used on buttons,
it was used on labels,
260
684083
3143
它不只被用在按鈕上,
也用在標籤上,
11:27
and it was used on their food rations,
261
687250
1810
還用在他們的食物口糧上,
11:29
and it was used on their tool kits.
262
689084
2184
用在他們的工具組上。
11:31
It was used on knobs and levers
to tell them what to do.
263
691292
4059
它被用在手把和控制桿上,
告訴他們該怎麼操作。
11:35
In fact, maybe even some of the places
264
695375
1851
事實上,甚至還會用在
11:37
where they needed to have things
that were complex be more simple to them,
265
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3477
需要降低複雜度的地方,
11:40
instructions were printed
entirely in Futura,
266
700751
2558
指示就完全用 Futura 來列印,
11:43
so that they could know
what to do with that one moment.
267
703333
2643
讓他們在那一刻知道該怎麼做。
他們不用把一切都記在腦中,
11:46
They didn't have to remember
everything in their head,
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2559
可以放出來,讓大家看見、參考。
11:48
they could have it out there
in the world to see and refer to.
269
708583
2935
這裡,Futura 協助
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
將一個本來很難用且很複雜的系統
11:57
a little less complex.
272
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1375
變得沒那麼複雜。
11:59
In fact, the very first or last thing
an astronaut might have seen
273
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3143
事實上,當太空人
進入或離開太空船時,
12:02
when they were entering
or exiting the spacecraft
274
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2309
最先或最後會看見的東西,
12:04
would have been in Futura.
275
724583
1268
上面都有 Futura 字型。
12:05
One of my favorite examples
of how Futura worked in this way
276
725875
3143
若要說明 Futura 怎麼運作,
我最喜歡的例子之一,
12:09
is actually this camera.
277
729042
1309
就是這台照相機。
12:10
This is a Hasselblad
that was made by the Swedish company.
278
730375
4226
這是一台由瑞典公司
哈蘇製造的照相機。
12:14
It's a perfectly good camera,
some of you might have used one,
279
734625
2934
它是非常好的相機,
在座可能有人用過,
12:17
it's prized by photographers
as a really great camera.
280
737583
3851
攝影師給它的評價非常高。
12:21
And you might notice,
if you know anything about cameras,
281
741458
2685
各位如果了解照相機,
可能有注意到,
12:24
that there's some
modifications made to it.
282
744167
2059
它被做了一點改變。
12:26
In this case, there are stickers
placed all over the film canisters,
283
746250
3226
在它的膠片盒上面貼滿了貼紙,
12:29
or other parts of the camera here.
284
749500
2726
相機的其他部分也有。
12:32
What this enabled NASA to do,
285
752250
2059
這麼做就能讓美國太空總署
12:34
was make something really great
out of the astronauts.
286
754333
3476
透過太空人得到很棒的東西。
12:37
They're not photographers,
they're not experts in art.
287
757833
2685
太空人不是攝影師,
他們不是藝術專家。
12:40
But they could ensure that they
would know how to use this camera
288
760542
3142
但這樣就能確保他們知道
如何使用這台照相機,
12:43
because of the labels
placed there in Futura.
289
763708
2185
因為上面的標籤
用的是 Futura 字型。
12:45
So in this case,
290
765917
1267
這裡,Futura 確保他們能夠
12:47
Futura acquired and made sure
that they had legitimacy
291
767208
3810
正當使用他們在使用的東西。
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
在這裡,就是不要
在曝光之前把底片拿出來。
12:55
Which, in this case,
we would have never had
294
775833
2101
若沒有這些標籤,我們就不會
看到那些驚人的照片了。
12:57
some of the amazing photos we had
without this label.
295
777958
2518
13:00
When we see something as decorative
as this, a ceremonial patch,
296
780500
5601
當我們看到像這種裝飾用的東西,
儀式性的徽章,
13:06
or something like this plaque on the moon,
297
786125
2184
或像這種月球上的紀念牌,
13:08
we realize that Futura was more
than just something ceremonial,
298
788333
3101
我們就了解到,
Futura 不只是儀式性的,
13:11
something more than something
that had just been picked for its design.
299
791458
4643
不只是因為設計而被選中的字型。
13:16
In fact, Futura had authority,
300
796125
2684
事實上,因為這個選擇,
Futura 有權威、
有正當性、有力量。
13:18
had legitimacy and had power
because of this choice.
301
798833
2476
13:21
There's one other thing
I want to talk about in closing.
302
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3185
最後結尾我還想要談一件事。
13:24
And that is that Futura tells a story.
303
804542
3476
那就是,Futura 訴說著一個故事。
13:28
And this is what I love about typefaces,
is that all of them tell stories.
304
808042
4184
我很愛字型的原因之一,
就是因為它們都會說故事。
13:32
And in this case, this typeface
tells a very powerful story
305
812250
2809
這裡,這種字型訴說的
是個非常強大的故事,
13:35
about assimilation, about something
being taken into America
306
815083
3393
講的是同化作用,
某樣東西進入了美國,
13:38
and being made part of its culture.
307
818500
2434
成了美國文化的一部分。
13:40
And that's one of the best
and worst things America does,
308
820958
2726
美國所做的事情當中,
最棒的同時也最糟的
13:43
is we take things into our culture
and we spit them out back again
309
823708
3101
就是我們把某些東西放進
我們的文化,再吐出來,
13:46
and claim them our own.
310
826833
1268
還宣稱是我們的。
13:48
And in this case, Futura mirrors
exactly what happened with the technology
311
828125
3601
這裡,Futura 就正好反映出
這整個系統背後的科技
所遇到的狀況。
13:51
undergirding the whole system.
312
831750
1643
13:53
Futura was a German typeface,
taken in, made into an American commodity.
313
833417
4434
Futura 是德國的字型,
被拿進來,放進美國的商品中。
13:57
And so were the technologies:
314
837875
1434
科技也是同樣的命運:火箭、
科學家都是來自德國。
13:59
the rockets, the scientists
all came from Germany as well.
315
839333
2768
所以,在某些層面上,
在美國紀念牌上用德國字型
14:02
So in some ways, this German typeface
on an American plaque
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3226
14:05
perfectly mirrors what happened
with the technology.
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正好反映出了科技遇到的狀況。
14:07
And in this case,
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在這個例子中,
14:09
when you think about this story,
you realize that typography on the moon
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想想這個故事,就會
了解到月球上的字型學
14:14
represents legitimacy,
represents authority,
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代表了正當性,代表了權威,
14:17
and this gave them, the astronauts,
the power to get to the moon.
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這讓太空人有力量可以登上月球。
14:21
Thank you.
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謝謝。
14:22
(Applause)
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(掌聲)
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