对于一个标志来说， “ 是否发挥作用 ” 是决定一个标志是否成功的主要标准。我们追求的是一个既能抓住人们视线又能能传达客户企业本质精髓的图案。仅仅漂亮是远远不够的。那些少数几个幸存下来的设计稿，就成为我们关注的焦点。
For a sign, "whether to play a role" is the main criterion for determining whether a sign is successful or not. What we are pursuing is a pattern that can catch the eye and convey the essence of the customer's enterprise. It's not enough just to be beautiful. The few designs that have survived have become the focus of our attention.
This time, we have to carefully examine these signs in the eyes of a designer, this step involves a lot of work: positive and negative graphics performance, negative space is reasonable, whether good contrast and other details factors need to consider a lot, these factors will have a great effect on the final draft, but if a designer do not pay attention to, some of the nuance will escape our sight.
设计师有时需要帮客户及其机构 “ 创造 ” 一种所谓的理念及个性。我对此思考越深，就越来越觉得这是设计师重要的其中一项工作，这里所说的个性是不指某个人的个性，对于很多公司来说，有时你很难去定义他们的个性是什么。
Designers sometimes need to help customers and their organizations "create" a so-called concept and personality. The more I think about it, the more and more I think it's one of the most important works of designers. The personality here does not refer to a person's personality. For many companies, sometimes it is hard for you to define their personality.
有很多公司都还没有成熟到它可以清晰了解自己，别人也很难对它进行准确定义的阶段。而一个简单、强有力、能准确传达企业的标志，却可以让这家企业拥有一种明确的个性，使它容易让人识别，传达出讨人喜欢的 “ 个性 ” 。
Many companies have not yet mature until it can understand themselves clearly, and it is difficult for others to define it accurately. A simple, powerful and accurate sign of enterprise can enable the company to have a clear personality and make it easy to identify and convey a pleasant personality.
这是一个不拘礼节的时代 ―― 律师穿着 T 恤上班，英国女皇也可以穿牛仔裤 ―― 身处这个年代，仅凭衣冠很难去准确判断一个人。董事会主席可以穿得象一个大学生的样子，但一家企业的通过各种视觉手段（ LOGO ，网页，包装，公司信纸等）来传达的 “ 外衣 ” 仍然具有深远的意义。比如苹果电脑，它在电脑市场上的热销并不仅仅是由于它的硬件质量上乘，而是它的 “ 外表 ” 在起很大的作用。
This is an informal era -- lawyers wearing a T-shirt to work, the queen can also wear jeans -- in this age, only dressed very difficult to accurately judge a person. The chairman of the board can dress like a college student, but a company's "coat" conveyed by various visual means (LOGO, web page, packaging, company stationery, etc.) still has far-reaching significance. Apple computer, for example, does not sell well in the computer market due to its superior quality of hardware, but its appearance is playing a great role.
它的每一种产品及每一次的推广策划都在推动苹果电脑远离大众化的平凡。如果一家企业缺乏特色及积极的个性，那设计师可以为他们穿上一件 “ 衣服 ”―― 我指的是一件可信的衣服，而不是仅仅穿上一件花里花俏的外套。
Each of its products and every promotion plan is pushing the apple computer away from the commonplace. If an enterprise is lack of features and positive personality, the designer can they put on a "clothes" -- I mean a credible clothes, not just wearing a fancy coat.
所以我们可以得出一个推论： “ 外表 ” 可以帮助一家企业发展。设计不仅仅是为了达到识别的目的，促进在市场中的表现（我这里所说的市场是广义的，包括大学、博物馆及其它非盈性机构的市场）；它同样促进企业本身的表现。这种现象随处可见。
So we can draw a conclusion that "appearance" can help an enterprise to develop. Design is not only for recognition purposes, but also for promoting the performance in the market. The market here is generalized, including the market of universities, museums and other non profit organizations. It also promotes the performance of enterprises. This phenomenon can be seen everywhere.