传奇字体 传奇字体 8.7分

字幕笔记

FH
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The life of a designer is a life of fight:
设计师的生活是战斗的生活

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fight against the ugliness.
对抗丑陋的战斗

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Just like a doctor fights against disease.
就好像医生对抗疾病一样

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For us, the visual disease is what we have around,
对我们而言,我们的周边漫布着这种视觉的“疾病”

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and what we try to do is to cure it somehow, with design.
我们所竭力要做的,就是通过设计,来治愈这种“疾病”

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A good typographer always has sensitivity about the distance between the letters.
一个好的字体排印设计师,对字母之间的距离永远有着高度的敏感


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We think typography is black and white.
我们以为字体排印设计就是黑色加白色

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显示全文
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The life of a designer is a life of fight:
设计师的生活是战斗的生活

28
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fight against the ugliness.
对抗丑陋的战斗

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Just like a doctor fights against disease.
就好像医生对抗疾病一样

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For us, the visual disease is what we have around,
对我们而言,我们的周边漫布着这种视觉的“疾病”

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and what we try to do is to cure it somehow, with design.
我们所竭力要做的,就是通过设计,来治愈这种“疾病”

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A good typographer always has sensitivity about the distance between the letters.
一个好的字体排印设计师,对字母之间的距离永远有着高度的敏感


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We think typography is black and white.
我们以为字体排印设计就是黑色加白色

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Typography is really white, it's not even black.
而字体排印实际上是白的,根本不是黑的

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lt is the space between the blacks that really makes it.
因为字体是由黑色形体之间的空白来定义的

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ln a sense it's like music,
这有点象音乐

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it's not the notes, it's the space you put between the notes that makes the music.
音乐不是由音符,而是由音符之间的空间来定义的

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There are people that think that type should be expressive.
有人认为,字体应该富于表现力

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They have a different point of view than mine.
那是他们的看法,我不这么看

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l don't think type should be expressive at all.
我认为字体根本就不应该有表现力

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What Helvetica is: it's a typeface that was generated
Helvetica 到底是什么? 它是这样的一款字体:

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by a desire of having better legibility.
它的诞生是为了满足人们对易读性的更高期盼

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lt is a modern type. lt is a very clear type.
它是一种现代字体,一种非常清晰的字体

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lt's good for everything, pretty much.
它可以很好地应用于几乎一切场合

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lt just had all the right connotations we were looking for,
它总是能正确的表达我们所期望表达的含义

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for anything that had to spell out loud and clear: modern.
适用于一切必须要明确传达的信息:现代


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The 1950s is an interesting period in the development of graphic design.
50年代在平面设计的发展历程中是一个有趣的时期

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ln that postwar period,
那是在战后

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after the horror and the cataclysm of the Second World War,
在第二场世界大战的恐怖和巨变之后

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there's a real feeling of idealism among some designers, many perhaps,
一种理想主义的情感,在一些(也可能是很多)设计师当中产生

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across the world, certainly in Europe,
然后蔓延至全世界,尤其是在欧洲

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that design is part of that need to rebuild,to reconstruct,
他们认为设计本身也是需要重建和复兴的一部分

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to make things more open,
让世界更开放

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make them run more smoothly, be more democratic.
运行更平稳,更民主

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There was this real sense of social responsibility among designers.
设计师们有着强烈的社会责任感

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And this is the period when the early
experiments of the high Modernist period
这一时期,也是极端现代主义者的早期试验

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start to be broken down, rationalized, codified,
开始解体、理性化、条理化的时期

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you get the emergence of this so-called international typographic style
我们迎来了所谓“国际平面设计风格”

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or Swiss style.
或者说“瑞士风格”

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And it's Swiss designers in the 1950s who are really driving that along.
50年代瑞士设计师们的推波助澜,使得这种风潮推向极致

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This is where Helvetica comes in.
这就是 Helvetica 产生的时代背景

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Helvetica emerges in that period, in 1957,
它就诞生于那一时期,1957年

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where there's felt to be a need for rational typefaces
时代呼唤一种理性的字体

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which can be applied to all kinds of contemporary information,
它应当适用于各种现代的信息

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whether it's sign systems or corporate identity
不管是用于标识系统,或是企业识别

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and present those visual expressions of the modern world to the public
将当代世界的视觉手法呈现于公众

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in an intelligible, legible way.
以一种清晰、明了的方式

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So, it's underpinned, is what l'm saying
所以,我要说的是,在它背后支撑着的

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by this great feeling shared by many designers of idealism.
是众多理想主义的设计师们所共同拥有的这种伟大的情感

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and l used the most neutral typeface-Helvetica.
最后我用了最中性的一款字体——Helvetica

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Helvetica was a real step from the nineteenth-century typefaces.
相对于19世纪的那些字体,Helvetica 是一个非常重要的突破

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lt was a little more machined,
稍微有一点机械的味道

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it was doing away with these manual details in it,
没有太多人工的痕迹

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and we were impressed by that, because it was more neutral.
它给我们留下很深的印象,因为它更为“中性”

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And neutralism was a word that we loved.
而中立主义,是我们喜爱的一个字眼

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lt should be neutral;
它就应该是中立的

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it shouldn't have a meaning in itself. lt should . . .
它本身不应该包含任何含义,它应该...

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the meaning is in the content of the text, not in the typeface.
含义应该来自于文本的内容中,而非字体的表象

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That's why we loved Helvetica very much.
这正是我们如此喜爱 Helvetica 的原因

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When you talk about the design of Haas Neue Grotesk or Helvetica,
当我们谈论 Haas Neue Grotesk 或者说 Helvetica 的设计的时候

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what it's all about is the interrelationship of the negative shape
我们实际上谈论的是它们与其“负形”之间的相互关系

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the figure-ground relationship,
实体与空间之间的关系

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the shapes between characters and within characters,
字体内部,以及字体之间的空间形态

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with the black if you like, with the inked surface.
以及黑色部分,如果你喜欢这样称呼的话;和过墨的部分

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And the Swiss pay more attention to the background,
而瑞士人更关注于字体的负形

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so that the counters and the space
between characters just hold the letters.
所以字谷与字形间的空间就把整个字母固定住了

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l mean you can't imagine anything moving;
你看不出丝毫的“松动”

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it is so firm.
它就是如此的“结实”

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lt's not a letter that's bent to shape;
这不是一套弯曲成形的字体

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it's a letter that lives in a powerful matrix of surrounding space.
每一个字母实际上是存在于一个强有力的矩阵所包围着的空间


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Governments and corporations love Helvetica
政府和企业喜欢 Helvetica

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because on one hand it makes them seem neutral and efficient,
因为一方面它令他们看上去中立和有效率

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but also the smoothness of the letters
makes them seem almost human.
柔和的字形也让他们看起来更人性化

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That is a quality they all want to convey
这一直是他们试图传达的质素

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because of course they have the image they are always fighting
因为他们一直想改变他们的形象:

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that they are authoritarian they're bureaucratic,
独断、官僚、

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you lose yourself in them, they're oppressive.
让人失去理性、压迫

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So instead, by using Helvetica
然而,改用 Helvetica

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they can come off seeming more
accessible, transparent, and accountable,
就可以使他们看起来亲切、透明、可靠

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which are all the buzzwords for what corporations
所有这些热门词汇都是当今的企业和政府

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and governments are supposed to be today.
理应具备的形象

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Now they don't have to be accessible or
accountable or transparent
现在他们可以不必真的亲切、可靠、透明

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but they can look that way.
但他们可以看上去如此


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now there's someone who wants to look
clean and official and efficient.
现代人希望显得简洁、正式、高效

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Designers, and l think even readers, invest
so much of the surroundings in the typeface.
设计师们,我想甚至是读者们,为这款字体赋予了种种外在的含义

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And it's not just a matter of the weight they
use and the letter spacing and the colors.
这不仅仅因为他们所使用的字重,字距,和颜色

361
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There's something about the typeface l think
really invites this sort of open interpretation.
还因为字体本身就支持开放性的释读

534
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Helvetica has almost like a perfect balance of push and pull in its letters,
Helvetica 的字母中有着一种近乎完美的收与放的平衡

535
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and that perfect balance sort of is saying to us,
那种完美的平衡似乎在对我们说

536
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well not sort of, it is saying to us,
很明显的,它在对我们说:

537
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Don't worry, any of the problems you're having, or problems in the world,
别担心,你遇到的任何问题,或者说世界上的任何问题

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all those problems aren't going to spill over, they'll be contained,
所有那些问题都没什么大不了的,它们终将会被解决

539
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and in fact maybe they don't exist.
或者实际上它们根本就不存在


551
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And I think I'm right calling Helvetica the perfume of the city.
我想应该把 Helvetica 叫做城市的香气

552
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lt's just something we don't notice usually
它是某种我们平常熟视无睹的东西

553
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but we would miss very much if it wouldn't be there.
但一旦它消失,会让我们非常的怀念

554
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I think it's quite amazing that a typeface can advance to such a status
我想一个字体能发展到那种地步实在是让人吃惊

555
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in our lives
在我们的生活中

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As is always the case with any style, there's a law of diminishing returns.
任何风格的东西,都有一个审美疲劳的边际效用律

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The more you see it, the more the public sees it,
你看得越多,整个社会看得越多

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the more the designer uses those typographic and graphic solutions,
设计师们在字体排印和平面视觉上使用得越多

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the more familiar, predictable, and ultimately dull they become.
它就变得越是熟悉,平庸和极度无聊

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You come into design,
当你进入设计领域的时候

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at the point that you start out in history,
你也进入了历史上的一个坐标点

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without knowing that you're starting out in history,
却不自知

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and often you don't have a sense of what came before you and how it got there,
通常来说你并不知道之前发生的故事,也不知道为什么发展到了那一步

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and you certainly don't know what's going to come after.
你也必定不知道将要发生什么

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Don't confuse legibility with communication.
别把易读性和信息传达混为一谈

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Just because something's legible, doesn't mean it communicates
某样东西清晰易读,并不说明它能能传达信息

751
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And more importantly doesn't mean it communicates the right thing.
更重要的是,并不意味着它传达了正确的信息

752
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And vice-versa, something that may be difficult to initially read
反过来说,某个东西或许开始的时候很难辨识

753
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could be sending a completely different message
但它传达了一种全然不同的信息

754
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that is valid for where it's being used,
同时又切合主题

755
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and that may require a little more time or the involvement of the reader.
那么,或许它就是需要读者多花点时间和心思的

756
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But it almost seems stronger the other way,
这种方式表达的效果往往要更为强烈

757
00:59:04,974 --> 00:59:11,714
if something is a very important message
and it's set in a boring, non-descript way,
如果有条非常重要的信息用一种平凡无聊的方式排出来

758
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the message can be lost.
这条消息很可能就被人忽略了
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