2018考研英语双语阅读：Logo瘦一点，环境好一点
2018考研复习进行时，考研英语阅读真题中的文章，多摘自英美主流外刊，有时候你认识所有单词、搞清全部语法还不够，还需要了解英美文化，掌握他们的表达方式，这就是阅读的潜台词。下面新东方在线考研整理《2018考研英语双语阅读精选》，速来学习吧！Thinner logo,better environment
Logo瘦一点，环境好一点
Sustainability is a pressing issue in fields like architecture, but it’s
relatively rare in the world of branding design. This facet of the graphic
industry, however, is getting an “ecological transformation.” Through the design
company Ecobranding, they tweak logos and optimize them so that they use less
ink and energy when reproduced.
可持续性在建筑等领域是亟待解决的问题，但在品牌设计领域却很少有人关心。然而，图文设计行业正在进行“生态转型”。设计公司Ecobranding对品牌商标稍做优化，就能减少制作过程中使用的墨水和能源。
“Naturally, one logo isn’t too expensive to print because it doesn’t need
much ink,” they write, “but printing a single logo on a billion bottles? That’s
huge!” By making small changes to the branding—such as “hollowing out” a
once-solid shape—Ecobranding says they can save 10% to 40% in printing costs,
with the essence of an identity remaining the same. “Printer ink costs two times
as much as Chanel N°5. Limiting the use of ink can save millions on a global
production.”
Ecobranding写道：“当然，一个商标的印刷成本并不高，因为这不需要太多墨水，但是给十亿个瓶子都印上商标，将耗费大量墨水!”
Ecobranding声称，对品牌商标做出小小的改动，比如将实心图形“空心化”，就可以节省10%-40%的印刷成本，而商标的含义实际上没有发生任何变化。“打印机墨水的价格是香奈儿5号香水的两倍。限制墨水用量可以为全球生产节省数百万美元。”
Ecobranding has shown example concepts with some of the most recognizable
brand design out there. From FedEx to Nike to Starbucks, they calculate that
with their help, these companies could use up to 39% less ink.
Ecobranding以一些知名品牌为例展示了其设计概念。他们计算了借助他们的设计，联邦快递、耐克、星巴克等公司最多可以节省39%的墨水。
And with the conversation about climate change becoming increasingly dire,
everyone needs to do their part to help minimize their environmental impact.
随着关于气候变化问题的讨论变得越来越悲观，所有人都应该尽自己的一份力量来减少对环境的影响。
The measure will save companies money and use less energy.
这项措施将为企业节省成本，减少能源消耗。
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