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[Translated] 20170202 A look at 6 iconic open source brands.md
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简览 6 大形象的开源商标
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opensource.com
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Branding is an integral part of marketing. When it's done right and makes an impact, a simple logo (like a Nike swoosh) becomes a powerful advertisement in of itself. Just drive down any interstate in America and you'll see symbols that tell you about a brand. Like, the golden arches. Even certain color combinations can be identified with a brand without any additional text or images to give further context. Like, Virginia Tech University's maroon and orange; they are a unique color combination that is hard to mistake.
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So, the question is: How is branding important to the open source community?
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There is a strong argument from me, and many others, that yes it does very much. Open source software competes with paid software, and so must define itself as a viable, realistic alternative. It must also be memoriable and make an impact. If an open source software project represents itself with a poorly designed logo, a bad tagline, and inconsistent messaging, it will be hard to get noticed, be remembered, and be taken seriously.
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There are many projects doing it right that we can look to for inspiration and guidance. Here are six of my favorites.
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### Six open source brands
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###
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### Linux
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The beloved Linux penguin is named Tux, and he is considered the mascot, not the logo.
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Tux was created by Larry Ewing, using GIMP 0.54 in 1996. [The story][4], as told by Jeff Ayers, is that Linus Torvalds had a fixation on penguins after being bitten by one at an Australian zoo in 1993\. Torvalds was looking for a fun image for Linux and felt that a fat penguin resting after a meal was the perfect solution. Tux has found his way into video games, cereal commercials, and even has a female pal, named Gown. Tux is as familiar to Linux users as the bitten-apple is to Mac users and the flying window is to Windows users.
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### Mozilla
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The [Mozilla][5] Foundation is non-profit organization and [free-software community][6].
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Recently wrapping up [a long rebranding effort][7], their creative team leader, Tim Murray, wrote, "At the core of this project is the need for Mozilla's purpose and brand to be better understood by more people. Our brand identity—our logo, our voice, our design—is an important signal of what we believe in and what we do."
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In true open source fashion, Mozilla has invited everyone to contribute. "Thousands of emails, hundreds of meetings, dozens of concepts, and three rounds of research later, we have something to share." But, they're still working on the guidelines, so there's still time to get involved.
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### Firefox
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[Firefox][8] is Mozilla's flagship software product and a popular [web browser][9].
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The "fox" in Firefox is actually a red panda, which is a real animal, a cat-like creature native to China. The story is that Firefox was originally nicknamed "Phoenix" to denote its rising from the ashes of Netscape Navigator. The name was changed to Mozilla Firebird after a trademark dispute with Phoenix Technologies. Then, in February 2004, the name was changed to Mozilla Firefox, after the Firebird RDMS project said it caused confusion with its own projects.
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Early logos for Firefox and Phoenix were criticized by interface designer Steve Garrity, who detailed the flaws in the post "[Branding Mozilla: Towards Mozilla 2.0][10]." So, Mozilla invited Garrity to lead better branding efforts. New icons were developed by silverorange, and the final renderings were done by Jon Hicks, who has done branding work for Camino, MailChimp, and Opera.
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In 2013, the Firefox logo was a final clue on "[Jeopardy!][11]" that asked what the animal was in the logo. None of the three contestants knew the answer is a red panda, instead answering "su," "raccoon," and "Excel."
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### GIMP
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GIMP's logo is [Wilber the GIMP][12], created on September 25, 1997 by Tuomas Kuosmanen.
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GIMP is an acronym for GNU Image Manipulation Program, and it is used for photo retouching and image manipulation. Wilber has had some accessories added, such as a hard hat, by Simon Budig, and a wizard cap, by Raphaël Quintet. According to GIMP's [Linking to Us][13] page, the use of Wilber is highly encouraged and you can even get the Wilber Construction Kit included in the source code in **/docs/Wilber_Construction_Kit.xcf.gz**.
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What kind of creature is Wilber? Apparently, that's up for discussion. A forum on [gimper.net][14] offers many theories: coyote, panda, dog, or a "Goofy" derivative, just to name a few. A user named "TheWarrior" on [GimpChat.com][15], emailed Kuosmanen directly and was told, "Wilber is an animal of its own species: a 'GIMP.' What a GIMP is, is sort of a joke, because people kept asking it so much: It would be so boring to say it's a dog or a fox or whatever. And when I designed the character, I did not really have any particular animal in mind."
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### PostgreSQL
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As you've seen and probably know, animals are popular in logos.
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An elephant named [Slonik][16] is part of the logo for [PostgreSQL][17], an open source Relational Database Management System (RDMS). Patrycja Dybka, writing for "Vertabelo," explains that the name is derived from the Russian word for "elephants," which is "slony." Oleg Bartunov said that the logo was first considered in an [email thread][18]. In it, the elephant was suggested by David Yang at St. Joseph's University in Philadelphia: "…but if you want an animal-based logo, how about some sort of elephant? After all, as the Agatha Christie title read, _Elephants Can Remember_."
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### VLC media player
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This logo diverges from the animal theme with... a traffic cone.
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VLC is the ubiquitous media player that seems to appear on desktops magically—giving many a taste of open source without even knowing it! VLC is a product of the VideoLAN project, supported by the VideoLAN organization, which is based in France. VideoLAN began in 1996 as a student project at École Centrale Paris. According to Wikipedia, the traffic cone image is a reference to traffic cones collected from the streets of Paris by the École Centrale's Networking Students' Association. The original hand-drawn illustrated logo was re-rendered in 2006 by Richard Oistad.
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Fun tidbits include:
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* Seamus Islwyn's post _[What Does the Traffic Cone Mean in VLC?][1]_ tells us that in the month of December, the VLC cone wears a Santa hat, which disappears on December 31 and reverts back to the original cone.
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* Some say that VLC stands for "Very Large Cone" or the cone was chosen because of a connection with Cone, France.
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* Is the "official" story accurate? An exchange on the [VideoLAN Forum][2] between VLC's Jean-Baptiste Kempf and users seems to indicate that the traffic cone collection theory, as well as the funnel, the construction zone, the megaphone, and several other theories, may not be correct.
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Will we ever get the definitive answer on the origins of the VLC traffic cone? My personal theory: It's "Saturday Night Live's" Coneheads. They were from France, remember? Remulak, to be exact.
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**I'd love to hear from you in the comments about which other open source logos you love, hate, and feel excel at representing their brands.**
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译者简介：
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Jeff Macharyas - Jeff Macharyas has worked in publishing and graphics for many years and has been the art director for Quick Printing, The American Spectator, the USO’s OnPatrol, Today’s Campus, and other publications as well as a project manager, editor, and circulation manager. Jeff holds a BS in Communications from Florida State University, a Graduate Certificate in Social Media Marketing from Rutgers University and a Master’s in Cybersecurity and Computer Forensics from Utica College.
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via: https://opensource.com/article/17/2/six-open-source-brands
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作者：[Jeff Macharyas ][a]
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译者：[译者ID](https://github.com/译者ID)
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校对：[校对者ID](https://github.com/校对者ID)
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本文由 [LCTT](https://github.com/LCTT/TranslateProject) 原创编译，[Linux中国](https://linux.cn/) 荣誉推出
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[a]:https://opensource.com/users/jeffmacharyas
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[1]:http://www.ehow.com/info_10029162_traffic-cone-mean-vlc.html
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[2]:https://forum.videolan.org/viewtopic.php?f=5&t=92513
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[3]:https://opensource.com/article/17/2/six-open-source-brands?rate=Lmf1lD4etve4Apqfhw3NUV3SeENsNXhGqTh8OO4PzzQ
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[4]:https://en.wikipedia.org/wiki/Tux
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[5]:https://www.mozilla.org/en-US/
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[6]:https://en.wikipedia.org/wiki/Mozilla
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[7]:https://blog.mozilla.org/opendesign/arrival/
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[8]:https://en.wikipedia.org/wiki/Firefox
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[9]:https://en.wikipedia.org/wiki/Web_browser
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[10]:http://actsofvolition.com/steven/mozillabranding/
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[11]:http://www.complex.com/pop-culture/2013/09/firefox-jeopardy-answer
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[12]:https://www.gimp.org/about/ancient_history.html
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[13]:https://www.gimp.org/about/linking.html
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[14]:https://gimper.net/threads/what-is-wilber.793/
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[15]:http://gimpchat.com/viewtopic.php?f=4&t=10265
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[16]:http://www.vertabelo.com/blog/notes-from-the-lab/the-history-of-slonik-the-postgresql-elephant-logo
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[17]:https://wiki.postgresql.org/wiki/Logo
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[18]:http://www.pgsql.ru/db/mw/msg.html?mid=1238939
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[19]:https://opensource.com/user/83821/feed
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[20]:https://opensource.com/article/17/2/six-open-source-brands#comments
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[21]:https://opensource.com/users/jeffmacharyas
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简览 6 大形象的开源商标
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=====================
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图像来源：opensource.com
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品牌商标是营销的重要组成部分。完成了品牌商标的塑造并形成一定的影响力之后，一个简单的 Logo (就像耐克旋风) 就会成为这个品牌的强大广告。如果你常常美国各州际驾驶，你将会看描述品牌商标的各种标志符号，如金色拱门 (golden arches)。即便是没有结合任何文字或图像的简单色彩也是可以用来作为一个品牌商标的，比如美国弗吉尼亚理工大学的栗色和橙色，这种独特的色彩结合是很难出错的。
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所以，现在的问题是：商标对于开源社区是否真的那么重要呢？
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对于我和其他很多的人都会说，是的，非常重要。开源软件要与付费软件进行竞争，那么它必须要由自己的可行性、现实可替代性的定义。并且，它也必须要让人容易记住以及形成一定程度的影响力。如果某个开源软件项目通过一个设计和口号都糟糕、前后信息矛盾的 Logo 来表现自己的话，那它就很难引起大众的注意、很难让人记住、很难获得广泛使用。
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现有很多项目都已经完成了自己品牌商标，我们可以从中寻找灵感和指导方法。一下是我最喜欢的六个开源商标。
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### 六大开源商标
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### Linux
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这个可爱的 Linux 企鹅叫做 Tux，人们通常将其称为吉祥物，而非 Logo。
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Tux 是 Larry Ewing 在 1996 年使用 GIMP 0.54 创建出来的。Jeff Ayers 则告诉了我们这样一个[故事][4]：自从 Linus Torvalds 1993 年在澳大利亚某个动物园被一只企鹅咬了一口之后，他就特别的钟爱它们。Tux 同时也闻名于视频游戏和食品广告，它甚至还有一个叫做 Gown 的异性同伴。正如 Mac 用户熟知那个被咬了一口的苹果、Windows 用户熟知浮动窗口那样，作为 Linux 用户，你肯定也非常熟悉 Tux。
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### Mozilla
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[Mozilla][5] 是一个非营利组织和 [自由软际社区][6]。
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近期，它完成了 [商标重新设计][7]，他们那个富有创造力的领导者 Tim Murray 这样子写道：“该项目的核心就是 Mozilla 自身的目的和商标能够让人们更好的理解”。我们的商标等同于我们的 Logo、我们的内心声音以及我们的设计，这是我们一个用以表明我们自身信仰和我们所做工作的的重要信号。
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我们以真正的开源方式邀请所有人来为项目贡献自己的力量。“数千个电子邮件、数百个会议、数十个概念模型，以及之后的多轮讨究，我们把自己的想法都分享出来。”但是，我们仍然是在指导方针的指导下进行工作，所以我们还需要你参与到贡献中来。
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### Firefox
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[Firefox][8] 是 Mozilla 开发的一款优秀软件产品，它也是一个非常受欢迎的 [web 浏览器][9]。
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Firefox 中的 "fox" 实际上是一个真实存在的红色熊猫 —— 一种中国本土的猫科动物。故事是这样的：Firefox 原本有个 "Phoenix" 的别称，表明它是由 Netscape 浏览器发展而来的。在经历了 Phoenix 科技的商标起诉之后，它更名为 Mozilla Firebird。然后，Firebird RDMS 说它给自身项目带来了歧义，它的名称最终在 2004 年 02 月变更为 Mozilla Firefox。
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平面设计师 Steve Garrity 对 Firefox and Phoenix 早期的 Logo 作出了批判，在 "[商标化 Mozilla: 走向 Mozilla 2.0][10] 一文中详细阐述了各种缺陷。所以，Mozilla 邀请 Garrity 来领导更好的商标化工作。新图标是由 silverorange 开发出来的，但最终的渲染却是 Jon Hicks，他同时也为 Camino、MailChimp 和 Opera 进行过商标化工作。
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早在 2013 年，[Jeopardy!][11] 上边关于询问 Firefox 使用哪个动物做 Logo 则成了最后的线索。三位回答者都不知道答案就是一个红色熊猫，而是回答了 "su"、 "raccoon" 和 "Excel"。
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### GIMP
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GIMP 的 Logo 是由 Tuomas Kuosmanen 在 1997 年 09 月 25 日创建的 [Wilber the GIMP][12]。
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GIMP 是 GNU 图像处理程序 (GNU Image Manipulation Program) 的缩写，主要用于图片修整和图像处理。Wilber 现在已经有了一些配饰，比如 Simon Budig 设计的一顶硬帽、Raphaël Quintet 设计的巫师帽。根据 GIMP [Linking to Us][13] 页面，它高度鼓励人们使用 Wilber，你甚至可以在源代码中的 **/docs/Wilber_Construction_Kit.xcf.gz** 获得 Wilber 的构建工具集。
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那么，Wilber 到底是那一种生物呢？很显然，这是一个值得热烈讨论的问题。[gimper.net][14] 上的一个论坛则是众说纷纭：一种产于北美大草原的小狼 (coyote)、熊猫、狗或者高飞狗 (Goofy) 的一种不知名衍生物种。[GimpChat.com][15] 上一位叫做 TheWarrior 的用户直接发邮件给 Kuosmanen，说 Wilber 是一种独立物种的动物 —— 一种 GIMP。什么是 GIMP，一连续的笑话，因为人们一直在问，说它是一只狗、狐狸或者其他什么的会是非常无聊的。我设计的这一个形象的时候，在我脑袋中并没有一种指定的动物原型。
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### PostgreSQL
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正如你所见和熟悉的一样，使用动物头像来做 Logo 非常普遍。
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一只名为 [Slonik][16] 的大象就是 [PostgreSQL][17] Logo 的一部分，这是一个开源的关系型数据库管理系统 (RDMS)。Patrycja Dybka 曾为 Vertabelo 写作过，解释了这一名称是由俄罗斯单词 elephants (也就是 slony) 演化而来的。Oleg Bartunov 也说过，这个 Logo 是在一个 [邮件组][18] 中初步形成的。在那里边，在费城圣约瑟夫大学的 David Yang 建议使用大象：“但如果你想要一个动物头像的 Logo，那么使用大象的如何？ 毕竟就像阿加莎·克里斯蒂 (侦探小说家 Agatha Christie) 说的那样，_大象让人印象深刻_”。
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### VLC 媒体播放器
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该 Logo 是从交通锥标的动物主题中分离出来的。
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VLC是一款无处不在的媒体播放器，它出现在多数的桌面电脑上，它似乎神奇地给了很多人一种开源的体验，却是很少人不知道它具体是什么。VLC 是 VideoLAN 项目的一款基于发文的产品，由 VideoLAN 提供支持。VideoLAN 源自 1996 年在 École Centrale Paris 的一个学生项目。根据维基百科的描述，这个交通锥标图标象征着由 École Centrale 网络学生组织收集巴黎街道上的交通锥。Richard Oistad 在2006 年重新渲染了最原始的手稿演示 Logo。
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一些有趣的花絮：
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* Seamus Islwyn 发布的 _[VLC 中的交通锥表达了那些含义？(What Does the Traffic Cone Mean in VLC?)][1]_ 告诉我们：在十二月的时候，VLC 锥会戴着一顶圣诞帽，但在 12 月 31 日它就会消失不见，恢复原样的锥。
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* 有人说，VLC 表示 “非常大的锥 (Very Large Cone)” 或者选用它仅仅是为了和法国那些交通锥进行关联而已。
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* “官方” 的故事背景是否准确？在 VLC 的 jean-baptiste Kempf 和用户之间的视频论坛上的交流似乎表明，交通锥收集理论以及漏斗、建筑区、扩音器和其他一些理论，可能是不正确的。
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我们是否明确回答了 VLC 的交通锥原型呢？我个人觉得：那就是 “星期六夜晚的现场” 傻瓜。他们来自法国，记得吗？Remulak，激动吧！
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**我很期待看到你关于自己喜欢、讨厌以及为它所代表的商标而倍感激动的那些开源 Logo 的评论。**
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------------
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作者简介：
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Jeff Macharyas - 他有多年的出版和印刷工作经验，他曾担任过快速印刷、美国观察家、USO 巡逻、今天校园和其他出版物的艺术总监以及项目经理、编辑和发行经理。杰夫持有佛罗里达州立大学的通信信息、罗格斯大学的社会媒体营销研究生证书以及 Utica 学院的网络安全与计算机取证硕士学位。
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------------
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译者简介：
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[GHLandy](http://ghlandy.com) —— 另一种生活中，有属于你也适合你的舞台。或许有你狠心放弃的专业，或者不必上妆，不用摆出另外一副面孔。—— 摘自林特特《以自己喜欢的方式过一生》
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via: https://opensource.com/article/17/2/six-open-source-brands
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作者：[Jeff Macharyas ][a]
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译者：[GHLandy](https://github.com/GHLandy)
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校对：[校对者ID](https://github.com/校对者ID)
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本文由 [LCTT](https://github.com/LCTT/TranslateProject) 原创编译，[Linux中国](https://linux.cn/) 荣誉推出
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[a]:https://opensource.com/users/jeffmacharyas
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[1]:http://www.ehow.com/info_10029162_traffic-cone-mean-vlc.html
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[2]:https://forum.videolan.org/viewtopic.php?f=5&t=92513
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[3]:https://opensource.com/article/17/2/six-open-source-brands?rate=Lmf1lD4etve4Apqfhw3NUV3SeENsNXhGqTh8OO4PzzQ
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[4]:https://en.wikipedia.org/wiki/Tux
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[5]:https://www.mozilla.org/en-US/
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||||
[6]:https://en.wikipedia.org/wiki/Mozilla
|
||||
[7]:https://blog.mozilla.org/opendesign/arrival/
|
||||
[8]:https://en.wikipedia.org/wiki/Firefox
|
||||
[9]:https://en.wikipedia.org/wiki/Web_browser
|
||||
[10]:http://actsofvolition.com/steven/mozillabranding/
|
||||
[11]:http://www.complex.com/pop-culture/2013/09/firefox-jeopardy-answer
|
||||
[12]:https://www.gimp.org/about/ancient_history.html
|
||||
[13]:https://www.gimp.org/about/linking.html
|
||||
[14]:https://gimper.net/threads/what-is-wilber.793/
|
||||
[15]:http://gimpchat.com/viewtopic.php?f=4&t=10265
|
||||
[16]:http://www.vertabelo.com/blog/notes-from-the-lab/the-history-of-slonik-the-postgresql-elephant-logo
|
||||
[17]:https://wiki.postgresql.org/wiki/Logo
|
||||
[18]:http://www.pgsql.ru/db/mw/msg.html?mid=1238939
|
||||
[19]:https://opensource.com/user/83821/feed
|
||||
[20]:https://opensource.com/article/17/2/six-open-source-brands#comments
|
||||
[21]:https://opensource.com/users/jeffmacharyas
|
||||
Loading…
Reference in New Issue
Block a user