扔了小蓝鸟，马斯克化身推特“X”战警？| 卫报
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Elon Musk reveals new Twitter logo X
埃隆·马斯克发布推特新图标“X”
英文部分选自卫报0724 Tech版块
Elon Musk reveals new Twitter logo X
埃隆·马斯克发布推特新图标“X”
Experts warn that rebranding of 15-year-old app may be a risky move at a time when competitors are upping their game
专家告诫：推特之名已15年之久。当竞争升级时，给应用重新命名的风险很大。
Elon Musk has revealed a new logo for Twitter, choosing a “minimalist art deco” X as part of a rebrand of the platform.
埃隆·马斯克公布了推特的新图标——极简主义风格的字母“X”作为平台品牌重塑的一环。
The Twitter owner indicated that the design would be altered, tweeting that it “probably changes later, certainly will be refined”. Twitter’s CEO, Linda Yaccarino, confirmed the choice on Monday by tweeting the design and writing: “X is here! Let’s do this.”
推特的老板马斯克之前便透露会更换图标设计，他发推文称 “之后推特可能会有变化，至少肯定会有所完善”。推特的CEO琳达·亚卡里诺（Linda Yaccarino）于周一在推特上证实了马斯克的话，并附上新图标，写道：“X来了！让我们开始吧。”
Musk had appealed to his 149 million followers for design ideas and appears to have chosen a logo that he had flagged on Sunday via a flickering video pinned to the top of his Twitter feed.
马斯克曾向他的1.49亿推特粉丝征集设计创意。周日，马斯克将一则视频置顶，画面中是一个不断闪烁的“X”，这表明他似乎决意将它作为推特的新图标。
The “X” has long been an obsession of Musk’s and is his name for an “everything app” that he has pledged to launch at some point – with Twitter the likely vehicle. Shortly before buying Twitter in October, Musk described the social media platform as “an accelerant to creating X, the everything app”.
长期以来，马斯克一直对“X”情有独钟，他曾许诺要在某个时候推出一款“万能应用”，就叫做X应用——看来推特可能是实现这个应用的载体。在去年10月发起收购前不久，马斯克就把推特描述为“创造万能应用程序X的加速器”。
After taking over Twitter in October last year, Musk folded the company into an entity called X Corp, whose parent is X Holdings Corp. This month, the Tesla CEO announced that he was forming a new artificial intelligence company called xAI.
在去年十月接管推特后，马斯克就把推特并入了一个名为X Corp的实体公司（母公司为X 控股公司）。本月，这位特斯拉CEO宣布他正打造一家名为xAI的人工智能公司。
注释：
X Corp：X Corp is one of the largest multinational conglomerates in the world.
X Corp - Xcorp.com
The crowdsourced logo had been posted by Twitter user Sawyer Merritt, the co-founder of a sustainable clothing business, who tweeted that the font had been used for a discontinued podcast. The logo is taken from unicode, an international industrial standard for encoding text characters so that they can be displayed online.
这个全网征集的logo最终来源于一个可持续服装品牌联合创始人索耶·梅里特（Sawyer Merritt）发布的帖子。他在推特上写道，一个已停播的播客曾用过这个字型。这个logo取自统一码（unicode），也就是在线显示字符编码的国际标准。
注释：
Unicode：统一码（Unicode），也叫万国码、单一码，由统一码联盟开发，是计算机科学领域里的一项业界标准。统一码是为了解决传统的字符编码方案的局限而产生的，它为每种语言中的每个字符设定了统一并且唯一的二进制编码，以满足跨语言、跨平台进行文本转换、处理的要求。
Unicode – The World Standard for Text and Emoji
The Twitter logo is based on a unicode font called Blackboard bold, which leaves open questions about whether the logo can be copyrighted or protected as a trademark.
推特的新logo就是基于统一码的黑板加粗字体，该logo能否获得版权保护或商标保护仍然是个问题。
“Companies usually spend large sums of money designing a unique logo to stand out from the crowd, so choosing a standard character that anyone else can use seems very peculiar,” said Alan Woodward, a professor of cybersecurity at Surrey University.
萨里大学的网络安全教授艾伦·伍德沃德（Alan Woodward）表示，“公司通常会在设计费上一掷千金，只为了得到一个独特logo，好让自己脱颖而出，所以选择一个人人都能使用的标准字符当logo的做法非同寻常。”
The X concept is modelled on WeChat, the Chinese platform that allows users to perform multiple functions, from messaging to ordering a taxi and paying bills. In June last year, Musk reportedly told Twitter staff: “You basically live on WeChat in China. If we can recreate that with Twitter, we’ll be a great success.”
X概念效仿了中国社交软件微信，该平台为用户提供多种功能，社交打车付钱一应俱全。去年六月，有报道称马斯克对推特员工表示，“在中国，人们没有微信就活不下去。如果推特能实现这点，我们就大获全胜了。”
Yaccarino gave some details on Sunday of how she expected X to work, tweeting that the business would be AI-powered and “centred in audio, video, messaging, payments/banking”. As of Monday morning, the desktop version of Twitter was displaying the new logo in place of its signature bird symbol, and the official Twitter account had been changed to the X brand.
周日，亚卡里诺讲述了一些她对X日后运作的具体期望，她在推特上说，这项业务将由人工智能驱动，“以音频、视频、消息、支付/银行业务为中心”。截至周一早上，推特的桌面版已经显示了新的图标，取代了其标志性的小鸟符号，推特官方账号也已更改为X品牌。
The rebrand has already begun at Twitter headquarters in San Francisco, where the company has projected the X logo on and within the building and reportedly renamed conference rooms to words that include X.
位于旧金山的推特总部已经开始品牌重塑。公司大楼内外都投射了X图标，据说会议室也都采用含有字母X的单词来重命名。
One analyst warned that the rebranding move was high-risk given the competitive outlook for Twitter, which is suffering financially from advertisers withholding spending and the emergence of a “Twitter killer” rival called Threads, launched by Mark Zuckerberg’s Meta.
一位分析师警告称，考虑到推特在未来将面临激烈竞争，重塑品牌的风险很高。因为广告商减少投入，半路又杀出来扎克伯格的Meta公司推出的“推特杀手”——Threads，所以推特的财务状况倍受打击。
“By changing Twitter’s app name, Elon Musk will have singlehandedly wiped out over 15 years of a brand name that has secured its place in our cultural lexicon,” said Mike Proulx, research director at the analysis firm Forrester.
分析公司Forrester的研究总监迈克·普劳克斯（Mike Proulx）说：“通过这一更名之举，马斯克将凭一己之力毁掉了这个在我们的文化词典中占据了15年之久的品牌名称。”
“This is an extremely risky move, because with ‘X’, Musk is essentially starting over while its competition is afoot.”
“此举风险极高，当竞技场上剑拔弩张之际，X的出现意味着马斯克实际上选择了重新开始。”
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