品牌故事：国际知名品牌商标的前世今生

　　Apple苹果公司

　　IT behemoth Apple started out as Apple Computers inc in 1976, the brainchild of friends Steve Jobs, Steve Wozniak and Ronald Wayne. The company was founded in the garage of Jobs' California home and its simple logo was a reference to Isaac Newton's gravity brainstorm. Five decades on, Apple's macs, iPods, iPads and iPhones are must-have products and the company is worth a breathtaking $600billion.

　　IT 产业巨头苹果公司最初叫苹果电脑公司，于1976年由Steve Jobs、Steve Wozniak 与Ronald Wayn三人共同创立。这家公司最早建立于Jobs位于加州家中的仓库里，而且它最初的商标参考了牛顿对于地心引力的思考。50年之后，苹果公司的Mac 电脑、iPod播放器、iPad平板电脑和iPhone手机现在成为了必须拥有的产品，而公司自身的价值也高达令人惊叹的6千亿美金。

　　Canon佳能

　　The camera giant was founded in Japan in 1934, as Kwanon - named after the Buddhist goddess of mercy. The following year it rebranded as Canon to coincide with the launch of its first ever 35mm camera. Exactly half a century later, the company launched its first digital camera. In 2012, Canon enjoys a 20 per cent share of the digital camera market, offering hundreds of models for amateurs to professionals. In 2007 alone, the company sold more than 25 million cameras, more than any other brand.

　　照相机产业巨头佳能公司在1934年于日本成立，并且最初的名字Kwanon是以佛教中的慈悲女神之名命名。次年它改名为佳能，并与此同时推出了第一款35 毫米照相机。又在将近半个世纪之后，公司推出了第一款数码相机。在2012年，佳能公司共占据数码相机市场 20%的市场份额，提供适用于初学者至专业摄影师的数百款照相器材。仅在2007年，佳能公司就卖出了2500万个相机，比任何一家同类公司都要多。

　　Firefox火狐

　　The Mozilla project was created in 1998 with the release of the Netscape browser suite source code. Within the first year, new community members from around the world had already contributed new functionality. After several years of development, Mozilla 1.0 was released in 2002. By this point, over 90% of Internet users were browsing with Internet Explorer. Not many people noticed at the time, but the first version of Phoenix (a bird reborn in flames) - later renamed Firefox - was also released by Mozilla community members that year.

　　伴随着网景浏览器的源码发布，1998年摩斯拉项目创立。在第一年内，来自世界各地的合作伙伴已经给公司带来了新的活力。在几年的发展滞后，Mozilla1.0在2002年发布。但是在这个时候，90%的用户选择使用I.E 浏览器。那个时候大部分人都没有注意到，第一代的凤凰浏览器，即后来的火狐浏览器，也由Mozilla的合作伙伴随之发布。

　　Kodak柯达

　　With the slogan 'you press the button, we do the rest', George Eastman put the first simple camera into the hands of a world of consumers in 1888. From its offices in Rochester, New York. After years of domination in the world of photography, it failed to gain a foothold in the digital era and filed for Chapter 11 bankruptcy in January this year.

　　伴随着那句著名的广告语“你只需按快门，其余的我们来做”，创始人George Eastma于1888年将第一个傻瓜照相机送到了普通人的手中。然而在对世界摄影产业数年的统治之后，它没能在数字时代夺得一席之地，并在今天的1月份申请了破产保护。

　　Lego乐高玩具

　　In 1932, master carpenter Ole Kirk Christiansen made wooden toys, stepladders and ironing boards in his small shop in Billund, Denmark. It wasn't until two years later that the business took the name of Lego, which came from the Danish words 'LEg GOdt' meaning 'play well'.

　　1932年丹麦，木匠大师Ole Kirk Christiansen在比伦德村庄中的小商店里制作木制玩具，梯子和烫衣板。但两年以后这家店就改名为Lego，来源于丹麦语LEg GODt，意为“玩得好”。

　　McDonald's麦当劳

　　In 1940, brother Dick and Mac McDonald opened their McDonald's barbecue restaurant in San Bernardino, California. Ray Croc joined the business as a franchise agent in 1955, bought the chain from them and oversaw its worldwide expansion.

　　1940年，麦当劳兄弟Dick与Mac在加州圣贝纳迪诺市开了他们第一家麦当劳烧烤店。1955年Ray Croc作为特许经营代理加入到他们的事业中去，并为麦当劳买下连锁店，监管其全球的连锁经营。

　　Microsoft微软

　　Bill Gates left Harvard in 1975 to form Microsoft with his childhood friend Paul Allen. The company would become famous for its killer business deals and computer operating systems - including Microsoft Windows in 1983.

　　1975年比尔盖茨从哈佛辍学，和他的朋友保罗艾伦一起建立了微软公司。这家公司因为商业上的交易往来与电脑的操作系统而渐渐获得名声，其中就包括1983年微软的Windows电脑操作系统。

　　Nintendo任天堂游戏制作公司

　　In 1889, Fusajiro Yamauchi began manufacturing Hanafuda (flower) Japanese playing cards in Kyoto and by 1933 was established as an unlimited partnership, Yamauchi Nintendo & Co. In 1951, this changed to Nintendo Playing Card Co. Ltd. By the 70s, it had branched out into videogames that would become a byword for interactive entertainment.

　　1889年，Fusajiro Yamauchi(山内房治郎)开始生产并销售一种叫作“花札”的纸牌游戏，并在1933年建立了一家无限责任公司：山内任天堂游戏制作公司。在1951年，这家公司改名为任天堂纸牌游戏制作公司。而到了70年代，它已经将业务延伸至电子游戏的制作，并成为互动游戏娱乐的代名词。

　　Nissan日产汽车公司

　　Japanese car giant Nissan Motor Company was established in June 1934, taking over the manufacturing of Datsuns. By the 1960, it had made a strong impression on the U.S. market, with its Datsun Roadster. Innovations continue today with such breakthroughs as the Leaf electric car.

　　日本汽车业巨头日产汽车公司建立于1934年6月，并一同接管了达特桑汽车的生产工作。到1960年时，这家公司已经凭借达特桑跑车给美国市场留下了深刻影响。它所带来的最大突破在于电动式汽车的创新研发。

　　Shell壳牌

　　Shell, the world's second-largest oil company, was founded in 1907 by the merger of Dutch and British petroleum giants. More than a hundred years on, it retains its continental flavour - based in the Hague but listed on the London stock exchange. Its logo has also changed little through the years, and its trademark scallop shell is one of the most recognisable brands in the world.

　　壳牌公司是世界上第二大的石油公司，由荷兰与英国的石油巨头共同建立于1907年。建立至今他已有百余年的历史，但是仍保持着原有的特色：总部在海牙但是依然列在伦敦的交易市场中。它的商标在几年中也做了小小的改动，而它扇贝形状的商标也成为世界上最为人熟知的商标之一。