英伦广角 Issue 104 英政府商业办公室新标志被恶搞

Now the government spends 142,000,000 pounds a year on advertising¹ and branding, on things like this, which is the new logo for the Office of Government Commerce. But is it money well spent? Some people have been seeing things in the design that the designers may not have intended. As Rags Martel reports.

Introducing the new logo for the Office of Government Commerce, but turn it on its side, and you just might see why this isn't the best thoughtout rebranding exercise, particularly considering it will be this way up when displayed on pens.

I must say the first time I saw it, I laughed out loud. It's very funny. I think the logo should probably be scrapped² almost immediately, and I think that's probably what the OGC are doing. I mean it's a bit of embarrassment³, it's a funny episode. But that logo can never be taken seriously. If this is the corporate⁴ thought,the OGC, they are in trouble.

14000 pounds was spent on the logo, expensive, especially for a government agency which aims to improve value for money to the tax payer.

They are a bit embarrassed because when I turn it like that, what could you see?

Oh, not very good. That's not very good at all.

Cost 14 grand

Is this a joke?

No, it's not a joke.

I think that's a bit of a joke.

I think it is in color. It's just a logo.

Or, what if I turn it like this.

That looks like ha ha ha.

Almost obscene.

Now some people could say that they have dirty minds, because they are just seeing the naughty side of a logo. In fact, there's something in the brain which is called the amidol that gives you an interpretation⁵ of something from your points of view, rather what it actually is. The fact is, in this case, you know, it is what it is. And what it looks like, what it rather sticks out like a sour farm and that being generous.

The OGC refused to comment on the logo, saying only that it had refocused its priorities for delivering high quality public services. But it can take some comfort that this isn't the first logo cock-up.

And even in the controversial London Olympic logo, apparently⁶ some people see Lisa Simpson doing something unspeakable with Bart. The moral of the logo story yet seems always look at it both ways.

Now, we do enjoy ourselves here. And if you didn't quite get that you can see it again on our website at the address on the screen around now, more4news.
 

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 scrapped   

废弃(scrap的过去式与过去分词)； 打架

参考例句：

• This machine is so old that it will soon have to be scrapped. 这架机器太旧，快报废了。
• It had been thought that passport controls would be scrapped. 人们曾认为会放开护照管制。

3 embarrassment   

n.尴尬；使人为难的人(事物)；障碍；窘迫

参考例句：

• She could have died away with embarrassment.她窘迫得要死。
• Coughing at a concert can be a real embarrassment.在音乐会上咳嗽真会使人难堪。

4 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

5 interpretation   

n.解释，说明，描述；艺术处理

参考例句：

• His statement admits of one interpretation only.他的话只有一种解释。
• Analysis and interpretation is a very personal thing.分析与说明是个很主观的事情。

6 apparently   

adv.显然地；表面上，似乎

参考例句：

• An apparently blind alley leads suddenly into an open space.山穷水尽，豁然开朗。
• He was apparently much surprised at the news.他对那个消息显然感到十分惊异。