Apple 的被咬一口蘋果標誌是由 Rob Janoff 在 1977 年設計的——增加缺口是為了避免剪影被誤認為櫻桃，自此以後該設計基本上保持不變。Nike 的「勾勾」（Swoosh）是由平面設計系學生 Carolyn Davidson 在 1971 年僅以 35 美元設計的——Nike 創辦人後來贈予她數額不明的股份以示感謝。麥當勞的金拱門最初是早期餐廳建築的建築特色——後來被簡化為現今全球通用的知名標誌。可口可樂的草寫標誌由簿記員 Frank Mason Robinson 於 1885 年設計——它是地球上辨識度最高的標誌之一，在 130 多年間基本保持不變。星巴克標誌的特色是來自北歐神話的雙尾海妖——該設計在過去幾十年中不斷簡化，並在 2011 年完全去除了公司名稱。亞馬遜的標誌包含一個從 A 指向 Z 的箭頭，象徵該公司販售從 A 到 Z 的所有商品——箭頭同時也像一個微笑。愛迪達（Adidas）的三條紋由創始人阿迪·達斯勒（Adi Dassler）於1949年推出——該品牌名稱源自「Adi」（他的暱稱）與「Das」（取自達斯勒）的組合。賓士（Mercedes-Benz）的三芒星標誌於1909年推出，象徵著公司統治陸、海、空的雄心——圓圈是在1926年與賓士（Benz）合併後加入的。Google 彩色的全小寫標誌使用原色，並以一種次生色（綠色）打破規律——設計師露絲·凱達爾（Ruth Kedar）將其創造成一種俏皮且平易近人的設計。聯邦快遞（FedEx）的標誌在「E」和「x」之間的負空間中隱藏了一個箭頭——設計師林登·里德（Lindon Leader）這項巧妙的設計贏得了無數平面設計獎項。百事可樂（Pepsi）的圓形標誌自1898年以來已經重新設計了十幾次——目前在2008年推出的地球設計據報導花費了超過100萬美元進行開發。Twitter 的藍鳥標誌（2012年至2023年使用）是以籃球傳奇人物賴瑞·柏德（Larry Bird）的名字命名的，被稱為「Larry」——在伊隆·馬斯克（Elon Musk）收購並更名後，它被一個簡單的「X」所取代。BMW 的藍白圓形標誌常被誤認為代表旋轉的飛機螺旋槳——實際上它反映了巴伐利亞州旗的顏色。豐田（Toyota）三個重疊的橢圓代表客戶的心、產品品質和技術創新的統一——於1989年公司成立50週年之際推出。漢堡王於 2021 年推出的現行標誌回歸了 1970 年代和 90 年代使用的復古設計——這次重新設計因其大膽、簡潔且具懷舊感而受到讚譽。拉科斯特（Lacoste）的鱷魚標誌是為了致敬創始人勒內·拉科斯特（René Lacoste），他在網球場上因頑強的比賽風格而被暱稱為「鱷魚」——這成為了時尚界最早的可見標誌之一。世界自然基金會（WWF）的貓熊標誌設計於 1961 年，部分靈感來自倫敦動物園的貓熊「姬姬」——選擇該設計是為了透過使用最少的黑色油墨來降低印刷成本。殼牌的扇貝標誌可追溯至 1904 年——公司的名稱和早期標誌源於創始人馬庫斯·塞繆爾（Marcus Samuel）父親的海貝貿易業務。塔吉特（Target）的靶心標誌自 1962 年以來基本上保持不變——其簡潔性反映了品牌名稱，並使其成為零售業最知名的標誌之一。香奈兒交織的雙 C 標誌由可可·香奈兒本人於 1925 年設計，據稱代表她的首字母縮寫——儘管有些人認為其靈感來自奧巴辛修道院的花窗玻璃。自 1948 年由魯道夫·達斯勒（Rudolf Dassler，愛迪達創始人阿迪·達斯勒的哥哥）創立品牌以來，彪馬（Puma）的躍貓標誌不斷演變，造就了運動裝領域最著名的兄弟競爭之一。Levi's 的雙馬標誌自 1886 年開始使用，描繪了兩匹馬無法拉開一條牛仔褲的場景，展示了鉚釘丹寧褲的強度與耐用性。Spotify 的綠黑配色標誌帶有聲波狀圓圈，旨在代表音樂與連結性，其中特定的綠色色調 (#1DB954) 已由該公司註冊商標。福斯汽車 (Volkswagen) 的標誌在圓圈內結合了風格化的 V 和 W，於 1939 年啟用，在保持其核心辨識形狀的同時，經歷了多次細微的重新設計。品客 (Pringles) 留著鬍鬚的吉祥物名叫朱利葉斯·品客 (Julius Pringles)，自 1968 年起出現在包裝上，其設計在幾十年間趨於簡化，但依然具有極高辨識度。紅牛 (Red Bull) 的標誌以兩頭紅牛衝向黃色太陽為特徵，靈感源自泰國能量飲料，品牌標語「給你一對翅膀」強化了公牛意象所代表的能量與力量。凡賽斯 (Versace) 的梅杜莎頭像標誌由吉安尼·凡賽斯 (Gianni Versace) 於 1993 年推出，取材自希臘神話，選用梅杜莎是為了代表致命的吸引力與永恆的美麗。三菱 (Mitsubishi) 的三枚鑽石標誌自 1914 年開始使用，源於公司名稱在日語中意為「三顆鑽石」，同時也參考了創始人岩崎彌太郎的家族徽章。Baskin-Robbins 的標誌巧妙地將數字 31（代表其著名的「31 種口味」口號）隱藏在「B」和「R」字母的粉紅色部分中，這是一個許多顧客從未注意到的細微設計細節。Toblerone 的標誌中有一座山，山中巧妙地隱藏著一隻熊——這是在致敬瑞士伯恩（「熊之城」），該巧克力品牌於 1908 年在那裡創立。Tostitos 的標誌巧妙地在兩個「T」之間的負空間中隱藏了兩個人對著一碗莎莎醬分享一片玉米片的圖案，這是一個許多粉絲從未察覺的隱藏圖像。Formula 1 的標誌巧妙地利用「F」內部的負空間形成了數字 1——由 Carter Wong Design 於 2017 年設計，取代了該品牌使用近二十年的前代標誌。Hyundai 的斜體「H」標誌常被解釋為兩個人（顧客與公司代表）在握手，代表了公司的客戶服務理念。LG 的圓形標誌常被解讀為一張眨眼的人臉——該公司表示這代表了其品牌形象核心的以人為本理念。Hershey's Kisses 的標誌在「K」和「i」之間的負空間中隱藏了一個小小的 Hershey's Kiss 巧克力——這是 1968 年加入的一個細微設計細節。Subway 的標誌包含兩個指向相反方向的箭頭，形成了字母 S 和 W——自 1968 年以來，該設計基本保持一致，並隨著時間推移進行了細微的現代化改進。英國石油 (BP) 的 Helios 太陽神標誌於 2000 年重大品牌重塑期間推出，代表希臘太陽神——該公司在從之前的盾形設計轉向新品牌的過程中耗資超過 2 億美元。家樂福 (Carrefour) 的標誌巧妙地將字母「C」隱藏在兩個相反箭頭之間的負空間中——該設計代表了品牌名稱，在法語中意為「十字路口」。NBC 的孔雀標誌於 1956 年推出，最初是為了展示該電視網的彩色廣播能力——孔雀尾巴上的六根彩色羽毛代表了各個部門。聯合利華 (Unilever) 的 U 形標誌由 25 個代表公司業務不同方面的小圖標組成——包括心形、太陽、手和 DNA 螺旋結構，隱藏在較大的字母形狀中。You scored 0 out of 40You scored 1 out of 40You scored 2 out of 40You scored 3 out of 40You scored 4 out of 40You scored 5 out of 40You scored 6 out of 40You scored 7 out of 40You scored 8 out of 40You scored 9 out of 40You scored 10 out of 40You scored 11 out of 40You scored 12 out of 40You scored 13 out of 40You scored 14 out of 40You scored 15 out of 40You scored 16 out of 40You scored 17 out of 40You scored 18 out of 40You scored 19 out of 40You scored 20 out of 40You scored 21 out of 40You scored 22 out of 40You scored 23 out of 40You scored 24 out of 40You scored 25 out of 40You scored 26 out of 40You scored 27 out of 40You scored 28 out of 40You scored 29 out of 40You scored 30 out of 40You scored 31 out of 40You scored 32 out of 40You scored 33 out of 40You scored 34 out of 40You scored 35 out of 40You scored 36 out of 40You scored 37 out of 40You scored 38 out of 40You scored 39 out of 40You scored 40 out of 40
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你每天都會在廣告牌、包裝、應用程式和店面看到它們——但你對這些標誌究竟有多了解？從全球科技巨頭到時裝品牌，從速食連鎖店到汽車製造商，品牌標誌的設計初衷就是為了讓人過目不忘。這場測驗將從家喻戶曉的品牌開始，最後以連最細心的購物者都感到困難的標誌結束。你能不靠猜測就叫出全部 40 個品牌的名字嗎？讓我們看看你的品牌辨識度到底有多敏銳！