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DouglasThomas_2018X-_字体如何帮助发射阿波罗_
In 1969 in July, three Americans launched into space. 1969年7月, 三位美国人被发射至太空。
launched:v.发射;发起;开展;开始;(launch的过去式和过去分词)
Now, they went to the surface of the moon, they famously made the great leap for mankind . 他们抵达了月球的表面, 完成了人类举世瞩目的一跃。
famously:adv.著名地;极好地; leap:n.跳越;跳跃;跳高;骤变;v.跳;跳跃;跳越;猛冲; mankind:n.人类;男性;
Buzz Aldrin , Neil Armstrong , they walked on the surface, they planted this flag. 巴兹·奥尔德林,尼尔·阿姆斯特朗 在月表行走, 他们插上了这面旗帜。
Buzz:n.嗡嗡声; v.发出嗡嗡声; Aldrin:n.[农药]艾氏剂;阿耳德林(一种杀虫剂); Armstrong:n.阿姆斯特朗(美国宇航员,登月第一人);
It's rightly celebrated as a moment that in America we say is a triumph . 这是一个值得全美国庆祝的胜利时刻。
rightly:adv.正确地;恰当地;公正地;合适地; triumph:v.战胜;成功;打败;n.巨大成功;重大成就;伟大胜利;喜悦;
We think it was this amazing accomplishment . 我们认为这是一个了不起的成就。
accomplishment:n.成就;完成;技艺,技能;
They didn't just leave behind this flag, though. 他们留下的不仅是这面旗帜。
leave behind:留下,丢下
They also left behind a plaque . 他们也留下了一块登月纪念牌。
plaque:n.匾;血小板;饰板;
This plaque is a beautiful object, and one that I want to talk to you a little bit about. 这个纪念牌很漂亮, 我想和你们谈谈。
First, you might notice that there's two globes, representing all of earth. 首先,你可能注意到有两个球状图案, 代表整个地球。
representing:v.代表;维护…的利益;等于;相当于;(represent的现在分词)
And then there's this beautiful statement : "We came in peace for all mankind." 然后是这段优美的描述: “我们为全人类的和平而来。”
statement:n.声明;陈述,叙述;报表,清单;
Now, at first, this is just nice poetic language, but it's also set in a typeface that's perfect for this moment. 首先,这是非常富有诗意的语言, 其次它的字体也非常适合那个时刻。
poetic:adj.诗的,诗歌的;诗意的;诗人的;n.诗学,诗论; typeface:n.字型;铅字样;打字机字体;
It seems industrial , it seems engineered. 它看起来是工业化的, 经过精心设计的。
industrial:adj.工业的,产业的; n.工业股票;
It also is the best possible name you could come up with for something on the moon: Futura. 这也是你能想到的用来描述 月球上的东西的 最好名字:Futura（未来）。
come up with:提出;想出;赶上;
Now, I want to talk to you about fonts, and why this typeface is perfect for this moment. 现在,我想和你们谈谈字体, 以及为什么这个字体 非常适合这个时刻。
But it's actually more than just ceremonial . 这不仅仅是仪式。
ceremonial:adj.仪式的;正式的,礼仪的;n.仪式,礼节;
Now, when all of you arrived here today, you actually had to think about fonts. 你们所有人今天来到这里时, 都需要考虑字体。
You might not realize it, but you're all unconscious experts on typography . 你们可能没有意识到这点, 但你们在潜意识中都是排版专家。
unconscious:adj.无意识的;失去知觉的;未发觉的; typography:n.排印;[印刷]活版印刷术;印刷格式;
Typography is the study of how fonts inhabit our world, they're the visual language of the words we use. 排版是研究字体以什么方式 存在于我们的世界的。 他们是我们使用的文字的视觉化语言。
inhabit:v.居住在;栖居于; visual:adj.视觉的,视力的;栩栩如生的;
Here's the thing that's funny about this, though. 但有趣的事情是,
I know you're probably not like me, you're not a font nerd , maybe some of you are, but if you're not, that's alright, because I might spend hours every day 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,
font:n.字型;圣洗池(设于教堂中,常为石造); nerd:n.呆子;讨厌的人;
trying to pick the perfect typeface for the perfect project, or I might spend thousands of dollars every year, trying to get ones with the right features. 去为最合适的物体 挑选最合适的字体, 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。
But all of you actually spend hours every day, evaluating fonts. 但其实你们所有人每天都花了 数个小时在评估字体。
evaluating:v.估计;评价;评估;(evaluate的现在分词)
If you don't believe me, think about how you got here. 如果你不信,想想 你是如何到这儿的。
Each of you had to judge by the signs and maybe even on your phone, which signals to trust and which to ignore . 每个人都要判断标志, 甚至你手机上的标志, 该相信哪个符号,忽略哪个符号。
ignore:v.驳回诉讼;忽视;不理睬;
You were evaluating fonts. 这时你就是在评估字体。
Or maybe when you're just buying a new product, you have to think about whether something is expensive or cheap or hard to get or easy to find. 或者可能当你刚买了个新产品时, 你得考虑东西是贵 还是便宜,或者很难获得 还是容易找到。
And the funny thing about it is, this may not seem extraordinary to you, but the moment you see something out of place , you recognize it right away . 有趣的事情是, 这在你看起来并不奇怪, 但一旦你看到的事情错位了, 你立马就能认出来。
extraordinary:adj.非凡的;特别的;离奇的;临时的;特派的; out of place:adj.不合适的;不相称的;不在适当的位置; recognize:v.认识;认出;辨别出;承认;意识到; right away:立刻;
(Laughter) （笑声）
The thing I love about typography, and why I love fonts and why I love Futura, is that, for me, what I study is everywhere. 我爱排版的一点是, 以及我为什么喜欢字体, 尤其是 Futura 字体的原因是, 对我而言,我的研究对象无处不在。
Every street that I walk down, every book that I pick up, every thing that I read is filled with the thing I love. 我走过的每一条街道, 我拿起的每一本书, 我阅读的任何事物都 充满了我热爱的东西。
Now, once you understand the history and what happens with typography, you actually have a history of everything before you. 一旦你理解了排版的演变过程, 你面前的每件事的历史 都摆在了你的面前。
And this is the typeface Futura. 这是 Futura 字体。
As previously we've discussed, this is modernism in miniature . 正如之前所讨论的, 这是现代主义的缩影。
previously:adv.先前;以前; modernism:n.现代主义;现代思想;现代作风; miniature:adj.微型的,小规模的;n.缩图;微型画;微型图画绘画术;vt.是…的缩影;
This is a way in which modernism infiltrated this country and became perhaps the most popular, or promiscuous typeface, of the twentieth century. 这是现代主义渗透到 这个国家的一种方式, 也可能是20世纪最流行的, 或混杂的字体。
infiltrated:v.(使)悄悄进入,潜入;渗入;渗透;(infiltrate的过去分词和过去式) promiscuous:adj.混杂的;杂乱的;adv.偶然地;胡乱地;
'"Less is more," right, these are the aphorisms of modernism. “少即是多”是现代主义的格言。
aphorisms:n.格言;警句(aphorism的复数);
And in the visual arts, the same thing happened. 在视觉艺术领域, 同样的事情也发生了。
Let's focus on the essentials , focus on the basic shapes, focus on geometry . 让我们关注本质,关注基本形状, 关注几何。
essentials:n.要素;要点;必需品;(essential的复数) geometry:n.几何学;几何结构;
So Futura actually holds this to its core . 这实际上就是 Futura 字体的核心。
core:n.核心;要点;果心;[计]磁心;vt.挖...的核;
You might notice that the shapes inherent in Futura have circles, squares, triangles . 你可能会注意到 Futura 字体固有的形状 有圆形,正方形,三角形。
inherent:adj.固有的;内在的;与生俱来的,遗传的; triangles:n.[数]三角形,三角型态(triangle的复数形式);
Some of the shapes are all based on circles, like the O, D and C, or others have this pointed apex of the triangle. 有些形状都是基于圆圈的, 比如O、D和C, 有些则带有三角形的尖顶点。
apex:n.顶点;尖端;
Others just look like they might have been made with a ruler or a compass . 其他的看起来就像是用尺子 或圆规做的。
compass:n.罗盘;指南针;圆规;范围;界限;v.理解;领悟;将…包围;成功办到
They feel geometric , they feel mathematic , precise . 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。
geometric:adj.几何学的;[数]几何学图形的; mathematic:adj.数学的;精确的; precise:adj.准确的;确切的;精确的;明确的;
In fact, this whole system carries through with the way that the typeface was designed. 事实上,这种字体的设计方法 贯穿整个系统,
To not look like it was made like other typefaces , to be something new. 要让它看起来和其他 字体不同,要有新意。
typefaces:n.字体(typeface的复数);
Here it is in the lightweight , the medium weight and the bold weight. 这是它的细体,常规和粗体的样子。
lightweight:n.轻量级选手;无足轻重的人;adj.重量轻的;平均重量以下的; medium:n.(传播信息的)媒介;手段;工具;方法;adj.中等的;中号的; bold:adj.大胆的,英勇的;黑体的;厚颜无耻的;险峻的;
The whole family has different things to commend to it. 整个字体家族都有 不同的推崇之处。
commend:vt.推荐;称赞;把…委托;vi.称赞;表扬;
This was a conscious break from the past, something that looked like it was made by a machine, and not by hand. 这是对过去的一次有意识的突破, 是一种看起来像是由机器 而不是手写生成的东西。
When I say not made by hand, this is what I mean. 我说不是手写的意思指的就是这个。
This is what we think about maybe, when you might create something with a calligraphic brush or a pen. 这是当你用毛笔 或钢笔写字时有可能呈现出的字体,
calligraphic:adj.书法的;缮写的;
That there's thicks and thins. 笔画之间会有粗和细的差别。
thicks:n.最拥挤部分; adj.厚的; v.密集地;
And even more traditional typefaces, say like a Garamond, holds vestiges of this old system in which you can see the A where it get little bit thinner at the top and thicker down below, because it's trying to look like someone had made it by hand. 即便是更传统的字体, 比如加拉蒙字体, 也保留着这个旧系统的痕迹, 比如在这里你可以看到 A 的上半部笔画划较细, 而下半部分较粗, 因为这是在试图让它 看起来像手写的。
traditional:传统的,惯例的, vestiges:n.残留部分;遗迹;(通常用于否定句)丝毫,一点儿;(vestige的复数)
But Futura, in contrast , is designed to look like no one had touched it at all, that this was made by a machine, for a machine age, for an industrial age. 但 Futura 字体与之相反, 设计得就像跟人工全无关系, 它是由机器书写的, 对应着机器时代,工业时代。
contrast:n.对比;对照;反差;明显的差异;v.对比;对照;形成对比;
There's actually a sleight of hand here that Paul Renner, the designer who made this in 1927, employed . 这里其实有1927年 设计这幅画的设计师 保罗·雷纳隐藏的一个花招。
sleight of hand:n.(隐蔽的)敏捷手法;把戏;花招; employed:v.雇用:应用:运用:使用(employ的过去分词和过去式)
If you look at the way in which the circular shape joins with the vertical shaft , you'll notice that it tapers just every so slightly . 如果你观察 圆与竖连接的方式, 你会注意到它变得稍微细了一些。
circular:adj.圆形的; n.(同时送达很多人的)印刷信函(或通知、广告); vertical:n.垂直线;垂直位置;adj.竖的;垂直的;直立的;纵向的; shaft:n.拍杆;[机]轴;箭杆;杆状物;v.利用;在…上装杆; tapers:n.锥体; v.使逐渐减少; slightly:adv.些微地,轻微地;纤细地;
And this is one of hundreds of ways in which this typeface was designed to look geometrically perfect, even though it's mathematically not. 这是把字体设计得 几乎在几何上完美的 数百种方法之一, 尽管它在数学上不完美。
geometrically:adv.用几何学;几何学上地;按几何级数地; mathematically:adv.算术地,数学上地;
And this is what typeface designers do all the time to make typefaces work, every day. 这就是字体设计师每天 围绕字体所做的工作。
Now, there were other designers doing this at the same time in Europe and America. 同期在欧洲和美国也有 其他设计师做类似的事。
at the same time:同时;另一方面;与此同时;
These are a few other excellent examples from Europe, trying to create something new for the new age, a new moment in time. 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。
These are some other ones in Germany that in some ways look very similar to Futura, maybe with higher waist or lower waist or different proportions . 这是德国的其他一些 看起来非常类似 Futura 的字体, 可能只有高腰或低腰或不同比例之别。
waist:n.腰;腰部;(衣服的)腰部;有…腰身的; proportions:n.[数]比例;大小(proportion的复数形式);
Then why did Futura take over the world? 那为什么 Futura 会风靡世界呢？
take over:接管;继承;接收;接任;接替;
In this case, if you can read the titles there, some of these names don't quite roll off the tongue: 在这个案例中, 如果你能看清一些字体的名字, 其中有些不是很能脱口而出:
Erbar, Kabel Light, Berthold-Grotesk, Elegant-Grotesk. Erbar, Kabel Light, Berthold-Grotesk, Elegant-Grotesk.
These aren't exactly household names, are they? 这些都不是家喻户晓的名字,对吧？
household:n.家庭;一家人;同住一所(或一套)房子的人;adj.家庭的;家常的;王室的;
And so when you compare that to Futura, you realize that this was a really good choice by the marketing team. 所以当你将它们跟 Futura 做下对比, 就会意识到这是营销团队 做出的一个很好的选择。
compare:v.比较;对比;n.比较;
What's amazing about this name -- you know, what's in this name is that this is a name that actually invokes hope and an idea about the future. 这个名字最妙的地方在于—— 这个名字的含义 实际上唤起了人们 对未来的希望和想法。
invokes:(invoke的第三人称单数)vt.调用;祈求;引起;恳求;
And this isn't actually the word for future in German, it wasn't a German name, they actually picked something that would speak to a wider, larger audience, a universal audience. 这个词在德语中并不是未来的意思, 它不是一个德语词, 他们其实上选择了一些 能够面向更广泛,更庞大, 全球性的观众群体的东西。
universal:adj.普遍的;全体的;全世界的;共同的;
And when you compare it to what was being done in America -- these are the typefaces from the same period in the United States in the 1920s, bold, brash , braggadocios . 当你比较同时期的美国字体时—— 也就是同时代的字体, 粗旷,傲慢,浮夸。 你几乎可以把这想象成20世纪20年代
United:adj.联合的; v.联合,团结; (unite的过去分词和过去式) brash:adj.无礼的,傲慢的;仓促的,性急的;n.骤雨;碎片;胃灼热; braggadocios:n.吹牛;吹牛大家;(braggadocios是braggadocio的复数)
You almost think of this as exactly like what the stock market looked like when they were all going nuts in the 1920s. 你几乎可以把这想象成20世纪20年代 股市疯狂时的样子。
stock market:股票市场;证券市场;股票交易;
And you realize that Futura is doing something revolutionary . 于是你意识到 Futura 在做的 是革命性的事情。
revolutionary:adj.革命性的;革命的;彻底变革的;n.改革者;革命者;
I want to step back and talk about an example of the typeface in use. 我想退一步谈谈字体的使用用例。
So this is a magazine that we all probably know today, " Vanity Fair." 这是一本我们今天可能都知道 的杂志,《名利场》。
Vanity:n.虚荣心;空虚;浮华;无价值的东西;
This is what it looked like in 1929, in the summer. 这是它1929年夏季的一个版面。
And in many ways, there's nothing wrong with this design. 在很多方面,这个设计都没有问题。
This is absolutely typical of the 1920s. 这绝对是1920年代的典型设计。
absolutely:adv.绝对地;完全地; typical:adj.典型的;特有的;象征性的;
There's a photograph of an important person, in this case Franklin Roosevelt, then-governor of New York. 这是张重要人物的照片, 也就是富兰克林·罗斯福, 当时的纽约州州长。
Everything seems centered, everything seems symmetrical . 居中排版,左右对称。
symmetrical:adj.匀称的,对称的;
There's still a little bit of ornamentation , so this is still maybe having some vestiges of the painted lady and not fully modernistic . 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, 不完全是现代主义的。
ornamentation:n.装饰物; modernistic:adj.现代的,现代化的;现代派的,现代主义的;
But everything seems kid of solid. 但一切似乎都很合理,
There's even drop caps to help you get into the text. 甚至还有下拉大写字母 来引导你进入文本区域。
But this all changed very quickly and in October of 1929, a Berlin-based designer came and redesigned "Vanity Fair." 但这些变化得非常之快, 在1929年10月, 一位来自柏林的设计师 重新设计了《名利场》。
redesigned:adj.重新设计的;修订的;v.重新设计;重新制订(redesign的过去式);
And this is what it looks like with Futura. 这是用 Futura 字体印刷的样子。
Instead of the governor now we have a photograph of an abstract , beautiful setting, in this case, the ocean. 这次不是州长, 现在我们有了一张抽象的, 美丽的背景照片, 在这个例子中,是海洋。
abstract:n.摘要; adj.抽象的; vt.摘要; vi.做摘要;
Instead of drop caps, there's nothing at all. 除了首字母下沉外, 并没有什么特别之处。
And replaced with a centered layout is now asymmetry . 取代中心布局的是不对称。
layout:n.布局;规划;设计;版面设计; asymmetry:n.不对称;
And it gets even more radical the further you enter the magazine. 你越仔细翻阅这本杂志, 你会发现这种变化越明显,越激进。
radical:n.自由基;激进分子;游离基;adj.根本的;彻底的;完全的;全新的;
In this case, even more dramatic asymmetry. 在这个例子中,甚至 有更明显的不对称。
dramatic:adj.突然的;巨大的;令人吃惊的;激动人心的;
In this case, illustrations by Pablo Picasso , moving across the page and breaking the gutter of the two pages. 其中毕加索的插图横跨过页面, 打破了两页的沟槽。
illustrations:n.[印刷]插图;插画(illustration的复数); Pablo:n.帕布鲁棕色; Picasso:n.毕加索(西班牙画家); gutter:n.排水沟;槽;贫民区;vi.流;形成沟;adj.贫贱的;粗俗的;耸人听闻的;
And there's something even more radical. 还有更激进的东西。
If you look closely at the Futura, you might notice something. 如果你仔细观察 Futura, 你可能注意到一些东西。
You might not pick it up at first, but there are no capital letters in the title or the captions on this page. 你可能一开始没有注意到,
You might not think that's very radical, but pick up any magazine, any book or go to any website, and I guarantee , you are not going to find it very easily. 你可能不会觉得这个有多激进, 但随手拿起任何杂志, 图书或打开任何网站, 我保证,想找到同样的设计并不容易。
guarantee:n.保证;担保;保证人;保证书;抵押品;v.保证;担保;
This is still a radical idea. 这仍然是个很激进的主意。
And why is that radical? 为什么说它是激进的？
When we think about what capital letters denote , they denote something important, whether it's our names, or our titles. 思考一下大写字母代表什么, 它们表示的都是重要的东西, 不管是我们的名字还是职位。
denote:vt.表示,指示;
Or maybe even just the name of our corporations , or maybe our trademarks . 或者可能只是我们公司的名字, 或者我们的商标。
corporations:n.[贸易]公司,[经]企业(corporation的复数形式); trademarks:n.[贸易]商标(trademark的复数);商标权;
Actually, in some ways, America's the home of capitalization . 事实上,在某些方面, 美国是资本主义的发源地。
capitalization:n.资本化;资本总额;用大写;
We love putting capitals in everything. 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）
(Laughter) （笑声）
But think about how radical this would be to introduce a magazine where you're taking away all the capital letters. 但想想,如果你推出一本 去掉所有大写字母的杂志, 这是多么激进的做法。
This has maybe had the same political force that we now argue over things like pronouns in our society today. 这可能和我们今天在社会上 争论发音一样具有政治影响力。
argue over:辩论某事,为…争论; pronouns:n.代词;[语]代名词;
In the 1920s, this is just shortly after Soviet Russia had a communist revolution. 在1920年代, 这样的事就发生在苏联发生 共产主义革命后不久。
Soviet:adj.苏维埃的;苏联的;n.苏维埃(前苏联的各级代表会议);苏联人; communist:n.共产党员;共产主义者;adj.共产主义的;
And for them, this actually represented a socialist infiltration into America. 对他们来说,这实际上代表了 社会主义对美国的渗透。
represented:v.代表; (represent的过去式和过去分词) socialist:n.社会主义者;社会党党员;adj.社会主义的;社会党的; infiltration:n.渗透;渗透物;
All lowercase letters meant that this was an egalitarian , complete lowering of everything into one equal playing field . 所有的小写字母代表了一种平均主义, 把所有的东西都放到一个 平等的竞争环境中。
lowercase:n.小写字母;小写字体;adj.小写字体的;vt.用小写字体书写; egalitarian:adj.平等主义的;n.平等主义;平等主义者; playing field:n.运动场;操场;
Now this is still kind of a radical idea. 今天这仍然是一个很激进的想法。
Think about how often you do capitalize something to have more power or prestige to it. 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。
capitalize:vt.使资本化;以大写字母写;估计…的价值;vi.利用;积累资本; prestige:n.威望,声望;声誉;
So for them to do this was a way in which Futura was using this idea. 所以对他们来说,这是 运用 Futura 的一种方式。
Now, other designers were doing other things with Futura. 其他设计者也在 用 Futura 字体做其他事情。
Others brought other ideas of modernism with it, whether it was interesting new illustration styles, or interesting new collage types of illustration. 他们带来了现代主义的其他想法, 无论是有趣的新插画风格, 还是有趣的新拼贴类型的插图,
collage:n.抽象拚贴画(用报纸,布,压平的花等碎片拼合而成的); vt.把…创作成拼贴画,拼贴;
Or even just new book covers, whether they were from Europe. 或者只是新书的封面, 无论它们是否来自欧洲。
But here's the funny thing. 但这里有个有趣的事情。
In the 1920s, if you wanted to use a new typeface, you couldn't just go download it onto your computer. 在1920年代,如果你想要使用新的字体, 你无法直接把它下载到你的电脑中。
You actually had to have pieces of lead. 你必须有刻有这种字体的铅块。
So for Americans who wanted to adopt this and make it part of their own system, something they could use in everyday typography, whether in ads or anything else , they actually had to have metal type. 所以对于想要采纳这种字体, 并且想要将其作为 他们系统的一部分的人, 一种他们每天排版时 都可以使用的东西, 不管在广告或者其他地方, 他们必须使用金属字体。
adopt:v.采取;接受;收养;正式通过; or anything else:或什么别的;或任何东西其他;
So being good American capitalists , what did we do? 所以作为优秀的美国资本家, 我们到底是怎么做的？
capitalists:n.资本家(capitalist的复数);
We made all sorts of copies. 我们制作各种各样的字体副本。
Ones that had nothing to do with the name Futura, but looked identical to it, whether it was Spartan or Tempo . 这些字体和 Futura 这个名字 没有任何关系, 但是看起来是一样的, 无论是 Spartan 字体还是Tempo字体。
had nothing to do with:与…无关; identical:adj.同一的;完全相同的;n.完全相同的事物; Spartan:adj.斯巴达的;斯巴达式的;(生活方式)简朴的,清苦的。;n.斯巴达人;勇士; Tempo:n.速度,发展速度;拍子;
And in fact, by the time that World War II started, 事实上,到第二次世界大战开始时,
American corporations were actually trying to boycott Nazi goods. 美国公司一直在抵制纳粹的东西。
boycott:v.联合抵制;拒绝参加;n.联合抵制;
But they said, "Go ahead and use our copies. 但他们说,“去用我们的复制品吧,
Use 20th Century, use Spartan, use Vogue , use Tempo. 用20世纪的东西,使用Spartan, Vogue, Tempo字体。
Vogue:n.时尚;流行,时髦;adj.时髦的,流行的;
These are identical to Futura." 这些和 Futura 是一样的。”
And in fact, for most people, they didn't even learn the new names, they just still called it all Futura. 其实,对大部分人而言, 他们甚至都记不住这些新名字, 只是简单的将 所有这些字体叫做 Futura。
So America took this typeface in, conquered it and made it its own. 所以美国采用了这种字体, 并将它吸纳成自己的字体。
conquered:v.攻克;征服;击败,战胜;控制;(conquer的过去分词和过去式)
So by the time World War II finishes, 到第二次世界大战结束时,
Americans are using this on everything, whether it be catalogs , or atlases , or encyclopedias or charts and graphs, or calendars , or even political material. 这种字体开始在美国变得无处不在, 无论是目录还是地图册, 或是百科全书,图表和图片, 或者日历,甚至政治材料都在用。
catalogs:n.[图情][计]目录; v.把…编目分类; atlases:n.[测]地图册(atlas的复数形式); encyclopedias:n.百科全书(encyclopaedia的复数); calendars:n.日历;挂历;日程表;记事本;(calendar的复数)
And even the logo for a new expansion football team. 连一个正在扩张的足球队 队徽都用到了这种字体。
logo:n.标志; expansion:n.扩张;膨胀;扩展;扩大;
And in fact, it was used even on some of the most important advertising of the 20th century. 事实上,它甚至被用在20世纪最重要 的一些广告中。
advertising:n.做广告;广告业;广告活动;v.做广告;(advertise的现在分词)
So it's in this context that when the US government was picking a typeface to use after World War II for new maps and new projects, they picked Futura. 所以在这种情况下, 当美国政府在二战后为新的地图 和新的项目挑选字体时, 他们选了 Futura 字体。
context:n.环境;上下文;来龙去脉;
It wasn't an astounding choice, it wasn't a radical choice, it didn't have anything to do with communism . 这不是一个令人震惊的选择, 也不是一个激进的选择, 它跟共产主义没有任何关系。
astounding:adj.令人震惊的;使大吃一惊的;v.使震惊;使大惊;(astound的现在分词) communism:n.共产主义;
But in this case, it was used on some of the most important maps, so this one, an air force map in 1962, or used for the maps in Vietnam in '66. 但在这个例子中,它被用于 一些最重要的地图, 或者1966年的越南地图。
air force:n.空军;
And so it wasn't a surprise that when astronauts first started the Mercury program, such as John Glenn orbiting the earth, that charts and maps that he was using were in Futura. 所以当宇航员 第一次开展水星计划时, 比如约翰·格伦绕地球航行, 他所使用的图表和地图 使用了 Futura 字体并不奇怪。
Mercury:n.[化]汞,水银;[天]水星;温度表;精神,元气; orbiting:v.[航][天]轨道运行;轨道运动;转圈(orbit的ing形式);
And in fact, by the time Mercury morphed into Apollo , it started getting used more and more for more things. 事实上,当水星变成阿波罗计划时, 在越来越多的物件上都能见到 Futura。
morphed:在屏幕上变换图像(morph的过去式和过去分词); Apollo:n.阿波罗(太阳神);美男子;
So in this case for a safety plan, or even starting to get used on instrument panels , or navigational aids. 比如在一个安全计划书中, 甚至开始在仪表盘上, 或助航设备上使用。
instrument:n.仪器;工具;乐器;手段;器械; panels:n.面板(panel的复数); v.嵌镶(panel的第三人称单数形式); navigational:adj.航行的,航运的;
Or even on diagrams to show how the whole system worked. 整个系统的工作原理图表上也会用到。
But here's the amazing thing, it didn't just get used for papers that they handed out to people. 但这就是神奇之处, 它不只限于人们彼此传阅的出版物上,
It started to get used for an interface , for an entire system that helped the astronauts know how to use the machine. 还开始被用于帮助宇航员 了解如何操作机器的 整个系统界面。
interface:n.接口;人机界面;连接电路;v.连接;
NASA wasn't just one big corporation making everything. NASA（美国宇航局）并不是 一切设备的制造者。
There was hundreds of contractors -- 这些设备来自数百家承包商——
contractors:n.[经]承包商;[法]立约人;合约商(contractor的复数);
Boeing, IBM, McDonnell Douglas -- all making different machines. 波音,IBM,麦道—— 他们制造的是不同的机器。
Now imagine if astronauts had to use different typefaces and different systems for each component they had in the space shuttles . 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 使用不同的字体和系统会怎样。
component:n.成分;部件;组成部分;adj.构成的; shuttles:n.[纺]梭子; v.使…穿梭移动(shuttle的第三人称单数形式);
This would have been impossible to navigate and there would have been a cognitive overload every time they had to open up a new system. 这可能根本没法导航, 并且会在他们每次 启动一个新系统时,
navigate:vt.驾驶,操纵;使通过;航行于;vi.航行,航空; cognitive:adj.认知的,认识的; overload:vt.超载,超过负荷;n.超载;负荷过多;
So in this case, Futura being used on the interface helped them navigate complexity and make it more clear. 所以在这个案例中, 被用于交互界面的 Futura 字体 能够帮助他们应对复杂的系统 并使流程更加清晰。
complexity:n.复杂性;难以理解的局势
And it wasn't just used on buttons, it was used on labels , and it was used on their food rations, and it was used on their tool kits . 它不仅是用于标记按钮, 还被用于物件的标签, 宇航员的食物配给 和工具包上。
labels:n.标签;分类(label的复数形式);v.贴标签于;把…称为(label的三单形式); kits:n.装备;小桶;锦囊(kit的复数);
It was used on knobs and levers to tell them what to do. Futura 还被用于旋钮和 杠杆上的指导性标语。
knobs:n.把手(knob的复数);凸岩; levers:n.杠杆;手段(lever的复数);v.用杠杆撬动(lever的第三人称单数);
In fact, maybe even some of the places where they needed to have things that were complex be more simple to them, instructions were printed entirely in Futura, so that they could know what to do with that one moment. 事实上,也许还会被用于 某些只能容纳少量文字的地方, 这里的文字说明 完全是用 Futura 字体打印的, 这样操作说明就变得一目了然。
They didn't have to remember everything in their head, they could have it out there in the world to see and refer to. 他们不需要记住所有事情, 只需要在必要的时候找地方查看。
refer:v.参考;涉及;提到;查阅;
In this case, Futura helped make that system, which was already a very difficult and complex system, a little less complex. 在这个案例中,Futura 使得 一个本身非常复杂的系统 简化了很多。
In fact, the very first or last thing an astronaut might have seen when they were entering or exiting the spacecraft would have been in Futura. 事实上,当宇航员进出太空船时, 看到的第一个或者最后一个东西 可能也使用了 Futura 字体。
first or last:迟早;早晚; spacecraft:n.[宇]宇宙飞船;航天器;
One of my favorite examples of how Futura worked in this way is actually this camera. 我最喜欢的一个关于 Futura 在这方面应用的例子 其实是这台相机。
This is a Hasselblad that was made by the Swedish company. 这是一家瑞典公司生产的哈苏相机。
Swedish:adj.瑞典的;瑞典语的;瑞典人的;n.瑞典语;瑞典人;
It's a perfectly good camera, some of you might have used one, it's prized by photographers as a really great camera. 这是一台非常棒的相机, 你们有些人可能用过, 它被摄影师们誉为 一台伟大的相机。
And you might notice, if you know anything about cameras, that there's some modifications made to it. 如果你多少对相机有些了解, 可能已经注意到, 这台相机做了改装,
modifications:n.修改;改进;改变;(modification的复数)
In this case, there are stickers placed all over the film canisters , or other parts of the camera here. 用贴纸贴满了胶卷筒, 或者相机的其他部分。
stickers:n.粘贴标签;贴纸;(sticker的复数) canisters:容器;
What this enabled NASA to do, was make something really great out of the astronauts. NASA 这样做能让 宇航员们拍一些 令人惊叹的照片。
enabled:v.使得;授予…权力;(enabled是enable的过去式)
They're not photographers, they're not experts in art. 他们不是摄影师,也不是艺术家。
But they could ensure that they would know how to use this camera because of the labels placed there in Futura. 但贴在相机上的 Futura 标签可以确保 他们知道如何使用这台相机,
ensure:vt.保证,确保;使安全;
So in this case, 这样一来,
Futura acquired and made sure that they had legitimacy with the things they were using. Futura 就取得并确保了他们能够掌控 所使用的东西。
acquired:adj.习得的; v.获得; (acquire的过去分词和过去式) legitimacy:n.合法;合理;正统;
In this case to not take off the film before it would expose . 这个标签说的是在需要曝光之前 不要把胶片取下来。
expose:v.揭露,揭发;使曝光;显示;
Which, in this case, we would have never had some of the amazing photos we had without this label. 也就是说如果没有这个标签, 我们可能就见不到那些壮观的照片了。
When we see something as decorative as this, a ceremonial patch , or something like this plaque on the moon, we realize that Futura was more than just something ceremonial, something more than something that had just been picked for its design. 当我们看到像这样装饰性的东西, 比如一块仪式性的肩章, 或者像月球上的这块纪念牌, 我们意识到 Futura 不仅仅是一种仪式性的东西, 不仅仅是因它的设计而被挑选。
decorative:adj.装饰性的;装潢用的; patch:n.补丁;小片;眼罩;色斑;v.修补;打补丁;缝补;
In fact, Futura had authority , had legitimacy and had power because of this choice. 实际上,Futura 代表着权威, 因为这个选择而拥有合法性和权威。
authority:n.权威;权力;当局;
There's one other thing I want to talk about in closing. 我想用另一件事结束我的演讲。
And that is that Futura tells a story. 那就是 Futura 讲述了一个故事。
And this is what I love about typefaces, is that all of them tell stories. 我爱字体的原因是它们都在讲故事。
And in this case, this typeface tells a very powerful story about assimilation , about something being taken into America and being made part of its culture. 在这个例子中,这个字体 讲了一个关于同化, 关于被美国吸收 而成为其文化一部分的 强大的故事。
assimilation:n.同化;吸收;[生化]同化作用;
And that's one of the best and worst things America does, is we take things into our culture and we spit them out back again and claim them our own. 这是美国做的最好和最坏的事情, 我们把东西带进我们的文化, 然后再把它们吐出来, 并声称它们是我们自己的。
claim:v.要求;声称;需要;认领;n.要求;声称;索赔;断言;值得;
And in this case, Futura mirrors exactly what happened with the technology undergirding the whole system. 在这种情况下,Futura 准确地体现了 支撑整个系统的技术演变。
technology:n.技术;工艺;术语; undergirding:vt.加强;从底层加固;
Futura was a German typeface, taken in, made into an American commodity . Futura 是一种德国字体, 被吸收后成为了一种美国商品。
commodity:n.商品,货物;日用品;
And so were the technologies : the rockets, the scientists all came from Germany as well. 技术也是如此: 火箭,所有的科学家都来自德国。
technologies:n.技术;科技(technology的复数);
So in some ways, this German typeface on an American plaque perfectly mirrors what happened with the technology. 所以在某种程度上, 美国纪念牌上的德国字体 完美地体现了这项技术。
And in this case, when you think about this story, you realize that typography on the moon represents legitimacy, represents authority, and this gave them, the astronauts, the power to get to the moon. 在这个例子中, 当你想到这个故事时, 你会意识到月球上的排版 代表着合法性,代表着权威, 并给予了宇航员登上月球的力量。
represents:v.代表;维护…的利益;相当于;(represent的第三人称单数)
Thank you. 谢谢。
(Applause) （鼓掌）