你知道Tumblr換logo了嗎？

不久之前，Tumblr的創意總監Doug Richard宣布了新logo的誕生，此舉除了為品牌的重新整理寫下第一章，更是因應這個世代，多機之視覺通用性的必要。

Have you noticed the Tumblr new logo?

Not long before, Doug Richard, the creative director of Tumblr, has announced the news, which not only turned a new leaf in the identity but also in corresponding to the multi media era we are living in.

位於瑞士的字體工作室DINAMO，則成為了這次品牌重塑的幕後功臣。除了進行這項計畫，DINAMO更是設計了專屬Tumblr的一套字體，強化品牌重塑的企圖，而這個字體叫做Favorit-Tumblr，其字母的x-height（小寫x的高度）跟設計的logo等高，而值得一提的是，除了基本的字重以及粗體斜體以外，更加上了「底線體」，讓這個線上分享平台更在現在的網路使用習慣中，奪得與其他品牌不同之識別度。

拉回來講新的logo設計，我們可以看見t跟r的明顯差異：原本是較偏向圓角的邊緣修正為銳利，並且去掉了許多細微的裝飾或是多餘之細節們，例如r向上彎曲的部分，本來會比直豎還要高一些些（原意是為了人類的視覺平衡而去做調整），經過調整之後，讓字母的邊緣更為銳利並不失其平衡及閱讀性。最後，大概最讓人驚訝的改變就是原本出現在最後的句點：經過團隊內部考量之後，決定去除；其實tumblr的這個句點無意間已成為其品牌定位：怪異、搞怪、創意性等等，這次拿掉，除了是方向調整之外，也是設計師想將這個logo能更無違和地放在網路內容中。

DINAMO, a typography studio based in Switzerland, is the most important team behind the redesign. Apart from the project, DINAMO also designed a type family specifically for Tumblr, emphasizing the intention of polishing the corporation, which is named Favorite-Tumblr, whose x-height is as tall as the logo alphabets. Another detail that worth mentioning is that apart from several font weights and sizes, Lining figures are featured in this family as well, which makes Tumblr to gain identification among the sea of brands.

Getting back to talk about the logo itself, we can easily observe the differences in t and r: the old one with more roundness are adjusted to sharp edges; a lot of slight details are also reduced, like the terminal of r, it is common default to be designed higher than x-height in order to be optically-balanced; after the adjustment, the edge are polished and maintains its balance in overall. Last but not least, the dot in the end of the logo is probably the most unexpected change. The dot actually has became part of the brand representing quirkiness, scanky personality, and creativeness, besides with the purpose of repositioning in its brand direction, designers aim to make the logo fit in online texts.

前面提到增加在logo多機使用下的閱讀性，就是在說現代人之使用網路的媒介多樣，大至液晶電視、桌上型電腦，小至個人的手機螢幕，也因此，品牌該如何在不同大小顯示器下能夠維持一樣的閱讀性，成為了極為重要之考量點。這個也帶到近幾年來歐美國家大品牌大規模改造自家logo識別，其中包括mastercard、airbnb、google等等，從先前之較為細緻、充滿細節或是運用襯線字體為主要識別，轉而成為無襯線字體，有些搭配簡單之幾何圖形。有些討論提到這樣的品牌重塑反而讓品牌更失去特色？事實上，或許有可能，但是總體而言，這樣的趨勢是可預見其他品牌跟進的，相信主要原因是剛剛提到的：使用者多機性使用習慣，讓logo必須重新思考自己的定位：要細節卻有使用者看不見，從而失去注意力的時刻；或是清晰簡單之線條圖形，使用者能輕易閱讀使哪個品牌，但卻有降低品牌辨識度的可能性。

As mentioned in the previous paragraphs, the new logo enhances the readability in the multi-media reading environment in this era, which includes the size from TV, personal computer, to your phone screen; consequently, whether a brand logo can be easily recognized and read in a short period of seconds couldn’t be overemphasized more. This brought us to recall the redesigning in well-known companies such as MasterCard, Airbnb and Google, they all came from a more delicate, full of details, or serifs to sans-serifs with basic vector shapes. There have been discussions about whether it enables the unity of logos and loses the specific identity for each company? In fact, it could happen, however, brands are likely to follow the trend. It is mostly because of the change for user experience in terms of media, which forces them to rethink their position: how to remain unique under the alteration in their clean, newly-designed logo?

更多有關tumblr的字體細節及改造過程，請見DINAMO官網

Please see more details for the Tumblr new logo via DINAMO’s website

https://www.abcdinamo.com/projects/tumblr