麥當勞換了新的戶外招牌
McDonald's may be home of the Big Mac, but its branding just went minimalist.
是麥當勞推出了巨無霸漢堡，然而，如今該品牌卻走向了極簡主義。The ad agency Leo Burnett London work.d with American designer David Schwen to create a new outdoor branding campaign for McDonald's called "Iconic Stacks."
廣告公司李奧貝納倫敦分公司與美國設計師大衛·施文合作爲麥當勞設計了一個新的戶外品牌推廣活動，該活動被稱爲“Iconic Stacks”（標誌堆疊）。Dollar menu aficionados will recognize McDonald's classics like the Sausage McMuffin, Big Mac, and Filet-O-Fish by a list of ingredients in McDonald's brand colors and what appears to be the typeface Helvetica on each sign. But there aren't any other hints as to the brand behind the ad.
“一美元菜單”的狂熱愛好者們將通過麥當勞品牌顏色的配料表和每個標誌上類似Helvetica（赫維提卡，一種字體名稱）的字體來辨別出麥當勞的經典菜品，如香腸鬆餅、巨無霸漢堡和麥香魚漢堡。但目前並沒有關於該品牌廣告背後故事的其他線索。
This is just the latest example of McDonald's embracing a minimalist aesthetic. In 2016, the company unveiled new, spartan packaging to replace the busy bags and wrappers it used for years.
這只是麥當勞奉行極簡主義美學的最新例證。2016年麥當勞推出了新款斯巴達式包裝，以替代多年來一直使用的繁複的袋子和包裝紙。
It's also part of a larger trend of "no-brand" branding—pared-down visuals that rely on brand equity, the consumer's established relationship with the company, and knowledge of its products as identifiers rather than overdesigned labels and slick slogans to get the message across.
這也是“無品牌化”大趨勢的一部分，即減少用過度設計的標籤和華而不實的標語來傳遞信息，而是依靠品牌價值、消費者與公司建立起來的關係、以及消費者對其產品的認知來使信息可視化。Startups Brandless and M/F People both launched in 2017 with products that had so much white negative space, they were almost blank slates.
2017年初創公司Brandless（美國平價居家用品和食品電商）和M/F People（一個極簡生活方式品牌）都推出了有大量留白的產品，幾乎就是空白的狀態。The stacking type conceit may be familiar to people who know Schwen's work. In the design community, he's well-known for making "type sandwiches" that describe what a sandwich is made of by stacking a list of their ingredients on top of each other.
瞭解施文作品的人可能對這種堆疊式的設計很熟悉。在設計界，他以設計“三明治品種”而聞名，他的作品描繪瞭如何把材料一層一層堆疊在一起做成三明治。
