名字不名字是信息和心智的第一对接点。

       信息的有效性并非取决于名字在美学层面上的好坏,而是取决于名字合适与否。  

       以航空业标识设计为例。美国国内最大的四家航空公司为联合航空( United Airlines)、美国航空(Ameri- can Airlines)、环球航空(Trans World Airlines),以及那么,你知道“美国第二大航空客运公司”的名字吗?(借用某航空公司的一句广告语)没错,是东方航空(Eastern Airlines)公司。和所有航空公司一样,东方航空公司也曾经大起大落。不幸的是,它失意的时候更多。

       旅客调查显示,在他们心目中,东方航空公司在美国四大航空公司中一直为倒数第一。为什么?相对于全国性名字而言(如“美国”走和“联合”),东方航空是一个地方性名字,因此它在潜在顾客心智中属于不同的标识设计类别。

       Names are not names. They are the first contact between information and mind.

       The validity of information does not depend on the aesthetic quality of the name, but on the appropriateness of the name.

       Take the logo design of aviation industry as an example. The four largest airlines in the United States are united airlines, Ameri can airlines and Trans World Airlines. Do you know the name of "the second largest passenger airline in the United States". Like all airlines, China Eastern Airlines has experienced ups and downs. Unfortunately, it is more frustrated.

        According to the passenger survey, China Eastern Airlines has always been the last one among the top four airlines in the United States. Why? Compared with national names such as "America" and "united", China Eastern is a local name, so it belongs to different logo design categories in the minds of potential customers.