{"componentChunkName":"component---src-templates-blog-detail-tsx","path":"/blog/2018-09-03-serverless-design-ethos-create-brand-identity-green-field","result":{"data":{"currentBlog":{"id":"bafd5b3b-9e22-5d0a-bb5a-714ed1c69100","frontmatter":{"thumbnail":"https://img.serverlesscloud.cn/20191212/1576153272752-serverless-design-andre-thumb.jpg","authors":["AndrePires"],"categories":["engineering-culture"],"date":"2018-09-03T00:00:00.000Z","title":"Serverless 设计理念：从头创建品牌标识","description":"如何在开源技术社区中做设计？本文来自 Serverless 团队中首席设计的分享 —— 展现了设计过程，供想要创建可靠品牌标识（无论是从头创建品牌标识，还是希望改进现有标识）的设计师参考。","authorslink":["https://serverless.com/author/andrepires/"],"translators":["Aceyclee"],"translatorslink":["https://www.zhihu.com/people/Aceyclee"],"tags":["品牌标识","Serverless"],"keywords":"Serverless 开源技术社区,Serverless 品牌标识,Serverless 设计理念","outdated":null},"wordCount":{"words":229,"sentences":52,"paragraphs":52},"fileAbsolutePath":"/opt/build/repo/content/blog/2018-09-03-serverless-design-ethos-create-brand-identity-green-field.md","fields":{"slug":"/blog/2018-09-03-serverless-design-ethos-create-brand-identity-green-field/","keywords":["go","serverless","serverless","设计","design","andre","thumb","serverlesscloud"]},"html":"

\"AndrePires\"

\n

我出生在巴西最南端的一座繁华城市 —— 愉港市 ，我从小痴迷于设计。小时候，我就总在探索着周边环境、研究建筑，集中精力去分析每一个空间中传达出来的微妙视觉信息。

\n

我渴望探索新的世界，于是四处旅行，最终搬到了布宜诺斯艾利斯。在职场上，我从一名专业设计师不断成长，先是担任艺术总监，后又成为设计总监。但我渴望突破，想尝试一些新的东西。

\n

在 Serverless 团队中设计

\n

我最终加入了这家名为 Serverless 的初创公司。一开始我就面临着一项艰巨的任务：为公司打造一个全新的、同时致敬过往的品牌标识。新标识必须完美融合新旧标识，还必须考虑开放源代码社区、技术文档、会议演示、视频甚至「氛围」这样的玄学因素。

\n

现在，我已经完成了这项任务。在本文中，我将展示整个设计过程，以供想要详细了解如何创建可靠品牌标识（无论是从头创建品牌标识，还是希望改进现有标识）的设计师们参考。

\n

增长型设计系统

\n

关于设计，首先要谨记的是——设计是为了达到某种目的。它的作用是建立一个社区，讲述一个故事，提高产品的认知度和使用率。 因此，它总是在变化。设计师必须迅速适应公司外部的大环境和公司内部的需求。

\n

我的设计过程从 Ryan Gum 的增长过程中汲取灵感，遵循一些大家非常熟悉的原则：

\n\n

\"serverless_growth-process\"

\n

换句话说，标识是一种构造，是一个不断发展和自我重塑的循环。当你经历这个循环时，问自己两个问题：

\n

1. 品牌发展的下一步是什么？

\n

设计必须不断发展，而你必须想出如何做到这一点，同时又不丧失其本质和辨别度。发展并不意味着要抹杀过去，而是意味着以过去为基础。在这个过程中，不要害怕尝试。没有真正糟糕的尝试，一切都可以变得更好。

\n

\"serverless_company+goals\"

\n
\n

没有真正糟糕的尝试，一切都可以变得更好。

\n
\n

2. 这个设计能够有所表达吗？

\n

设计不仅仅是艺术，而是需要为公司实现目标。为了做到这一点，作为设计师，您需要了解设计的目的，以及如何使设计达到目的。

\n

这就是一个出色的设计要达到的目的：它建立起了呈现公司形象的视觉语言。

\n

\"serverless_past\"

\n

优秀的品牌具备实用性

\n

考虑到这一点，我们来讨论一下在整个组织中实施品牌设计的实用性，以及在此过程中需要注意的问题。

\n

反复检查您所呈现的内容

\n

随着技术变迁，新的平台诞生，为新的行为和交互类型开辟道路。我们发现自己处于这样一种境地：发展不是一个选择的问题，而是一个生存的问题。

\n

这迫使我们创建新的交流规则，以遵循每个平台的情境逻辑。如果某件事失败了，责任不在所传达的信息，而是因为我们交流信息的方式不起作用。

\n

例如，前几天我与 Serverless 增长团队讨论了如何让我们在 Twitter 上分享的内容具备多样化的方式。作为一个注重视觉的人，我的第一个想法是使用更多的图片、视频和动图！

\n

这并非一个糟糕的主意！就像我之前说的，没有真正糟糕的尝试。但我没有考虑到的是，推文中包含图片使链接显示为蓝色文本，而不是扩展为可视卡片。链接与话题标签混在一起，很容易被忽略。最终可能导致参与率和点击量变少。这可不太妙！

\n

\"serverless_twitter\"

\n

显然，我们在社交媒体上仍会使用多种类型的内容，但对于设计师而言，了解每个平台的主要交互模式，并在考虑到其限制的情况下想方设法使我们的信息尽可能具有吸引力，这是很重要的。

\n

无论图片有多精致，只有内容能够获得响应，才能使一则消息吸引最多关注，最终创造品牌价值。

\n

冒险、发展、证明、分析和反思

\n

您必须能够以批判的眼光看待自己的作品。您理想中的设计应该能够使人停下脚步，取下耳机，为之侧目。如果您在街上从自己的设计作品旁经过，您会驻足停留吗？请诚实回答。如果答案是否定的，您就得抱着谦虚的态度，重新开始设计。

\n

要设计一件能够给人留下深刻印象的作品，不仅需要冒险和尝试，还需坦率地听取反馈意见，了解设计中的可行和不可行之处。在我开始领导增长团队的设计交流后，我要求整个团队对我的设计给予反馈。他们总是能够指出我没有发现的东西，这样一来，对于每一个公开的设计，我们都可以展示出最好的效果。

\n

\"serverless_ilustrations1-8\"

\n

举个例子，我曾为 Serverless 平台公告设计了一份定制的时事通讯，我花了很多时间定制插图来彰显它的特点。老实说，我对这些插图真的很满意。但团队成员也提出了一些有用的观点，他们认为应该使用 dashboard 的产品图，让人们有更深刻的印象。

\n

\"serverless_ilustrations2-8\"

\n

我得承认这说到了点子上。

\n

\"serverless_newsletter\"

\n

当然，反馈并不总是很容易接受，但这很重要。每个人都需要做好这点：

\n
\n

无论您的工作有多出色，总有很多东西要学习，也有很多东西会忘记。这就是为什么顶级运动员和音乐家即使是在他们的巅峰时期，也需要教练的原因。\n—— Farheen Gani「Making feedback work for you」

\n
\n

接受反馈很重要，知道如何请求反馈也重要。确保您的设计可让人们了解关注点。告知大家您目前所处的设计阶段：是刚刚开始还是在做最后的调整？这有助于您以最小的开销获得所需的帮助。

\n

\"Serverless-Andre-Post0106\"

\n

小结

\n

上述建议都来自我自己作为一名设计师的经验，但我认为这些建议对于各种其他类型的角色都有所帮助。因此，何不冒险尝试做些改变，想办法不断改进和完善。

\n

Serverless 的 UI/UX

\n

在 Serverless，我们秉承发展的企业文化，有则改之无则加勉。\n我们重视勇于进取的精神，对我而言，勇于进取是一种品质，令人兴奋。

\n

这就是我们在 Serverless 中对设计的态度。

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