Branding and experience design agency handsome has relaunched with a new logo and identity.
品牌设计机构 handsome 重新推出了一个新的标志和形象。
However, the refresh is claimed to go beyond exterior branding, representing a new “future-facing approach” to design and technology consulting in which “humanity, culture and emotion” are at the centre of the company’s design practice and client relationships.
这次更新声称超越了外部品牌，代表了一种新的“面向未来的方法” ，即设计和技术咨询，“人性、文化和情感”是该公司设计实践和客户关系的核心。
“I believe that the industry has lost sight of art, emotion, and feeling,” explains handsome’s CEO, John Roescher (pictured below on the left). “Data-driven design has become about designing because of humans and not for them, which leads to trying to please everyone and ending up pleasing no one. We didn’t want to fall into this trap, because we understand that design, technology and storytelling have the potential to be magical.”
“我相信这个行业已经失去了对艺术、情感和感觉的关注，” handsome 的首席执行官 john roescher (左下图)解释道。“数据驱动的设计已经变成了为人（数据引导）而设计，而不是为他们设计，这导致了试图取悦每个人，最终却取悦不了任何人。我们不想落入这个陷阱，因为我们知道，设计、技术和讲故事都有潜在的魔力。”
Adding: “Instead of honing our design to a point of making it over-optimised, homogenised and robotic, we created an all new handsome. Our work will marry this new emotional, qualitative focus with an intelligent use of data-driven, quantitative perspectives. Rather than a wholesale
abandonment of data-driven strategy, it is the embracing of what makes humans human.”
补充说：“我们没有将我们的设计磨练到过度优化，均质化和机器人化的地步，而是创造了一个全新的设计。我们的工作将把这种新的情感，定性焦点与智能化数据驱动的定量观点结合起来。而不是完全放弃以数据为依据的策略，而是拥抱使人类成为更好的一切。”
The relaunch also sees a new name being added to the Austin, Texas-headquartered company’s roster, namely, Jennifer Allen (pictured below on the right), who formerly served as vice president and managing director at global advertising agency, R/GA.
重新启动后，设在得克萨斯州奥斯汀的公司总部名册上又增加了一个新名字，即詹妮弗·艾伦（Jennifer Allen）（右下图），她曾担任R / GA全球广告代理公司的副总裁兼董事总经理。
“I have always worked at the forefront of new technologies, bringing those to life through creative expression,” says Allen, who in her previous role spearheaded the design and development of the Nike Fuelband product and experience, which garnered a Titanium Grand Prix Cannes Lion.
“我一直致力于新技术的前沿，通过创造性的表达将这些技术带入生活，”艾伦曾担任耐克Fuelband产品和体验的设计和开发的负责人，并获得了戛纳金狮奖钛合金大奖赛。
“Now at handsome, I’m focused on evolving our capabilities to support innovation, and fostering a mindset within the company culture that is future-obsessed and deeply human,” she adds.
她补充说：“现在在 handsome，我专注于提升我们创新的能力，并在企业文化中树立一种关注未来且深厚的人文意识。”
handsome says it new ‘holistic’ approach to working with clients is already underway with several upcoming launches including those for meal delivery service Snap Kitchen as well as high-profile brands like Facebook, Axios, Shell and Visa Cybersource.
Handsome 表示，与客户合作的新“整体”方法已经开始了，即将推出的几款产品包括外卖服务 snap kitchen，以及 facebook、 axios、 shell 和 visa cybersource 等知名品牌。
译文可参考英文原文
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