ESPN地带餐厅标识改造计划

ESPN地带（ESPN Zone） 是迪士尼公司运营的体育主题连锁餐厅，遍及美国多个城市和地区。第一家 ESPN地带座落于美国马里兰州的巴尔的摩市（Baltimore），于1998年7月11日开业。每一家 ESPN地带面积都很大，里面有很多电视转播各种体育赛事，甚至设有录制电视和广播节目的工作室。ESPN地带隶属于华特迪士尼公司主题乐园及度假区部门的迪士尼区域娱乐，并由该公司负责运营。
Within Las Vegas's glittering shimmer of neon and LED lighting and irregular building silhouettes of its different hotel casinos is a somewhat familiar east coast skyline of tall skyscrapers complete with a scaled version of the Statue of Liberty, the Empire State Building and the Chrysler Building, no mistaking here - it's the New York, New York hotel casino. In the front of the hotel/casino is a smallish replica of the Brooklyn Bridge, which is the entrance to New York, New York right there on The Strip (aka Las Vegas Blvd.).
鉴于拉斯维加斯的金光闪闪的霓虹和LED照明和及其各种各样的酒店和娱乐场所形成的不规则的建筑阴影，很高的摩天大厦亮丽如东海岸的天际线，可以完全看到自由女神像、帝国大厦和克莱斯勒大楼，并非搞错了，这里是新约克郡酒店式娱乐会所。在这个大楼前面，是一个小型的布鲁克林大桥的模型，是新约克郡的入口，新约克郡就在拉斯维加斯大道上。

In the daytime the ESPN's signage creates a 'glow' against the dark face of NEW YORK, NEW YORK. Photo credit: YESCO, Las Vegas
在白天的时候，ESPN标识也营造了一种光晕吸引往来游客。
Along that exterior frontage at the northern most point of New York, New York is the ESPN ZONE,a sport theme restaurant whose bright light signage is its main magnet for attracting hungry tourists into its dining areas for great food and all the sports entertainment that guests could wish for.
新约克郡是ESPN地带餐厅一个以运动为主题的饭店，他们家光鲜亮丽的标识系统吸引了大量的游客前来就餐，所有的设计都可以满足客人的需求。
In opening the ESPN ZONE, its sign to be was commissioned by the ESPN corporation through YESCO (Las Vegas), a company that designs, fabricates, installs and maintains signs throughout Las Vegas, the United States, Latin America and overseas.
ESPN公司授命ESCO标识公司开启ESPN地带餐厅的标识改造计划，从标识的设计到制作到安装，ESCO公司的业务覆盖拉斯维加斯全部地区，以及美国地区、拉丁美洲及海外地区。
The exterior signage on ESPN ZONE is a twice-told tale of two restaurants, one that was and the other that came to be. The prior restaurant at that New York, New York spot was Motown Cafe, a music themed restaurant based on Detroit's rhythm and blues of the 1950s and 1960s.
ESPN地带餐厅的外部标识改造，为这两个饭店赢得了更多的业绩传奇，一个已经实现，另一家也在逐渐实现。最早他们饭店在纽约起步，纽约的店一个在汽车城饭店，另一家则是以音乐为主题的饭店，透过它你可以体验到底特律旋律和六七十年代的蓝调。
The original exterior signage laid out to promote the restaurant included a marquee, a horizontal reader board that was inserted in front of the marquee and a blade sign. As all things eventually come to pass, so did the Motown restaurant pass into history. The facility was resurrected by ESPN ZONE who inherited the restaurant with both its interior dining and its exterior signage areas, which consisted of the previously mentioned sign spaces.
起初在饭店户外展现的是一个大天幕；一个水平的提示板和一个片状的标牌插在天幕的前面。所有的事物终归都会过时，因而汽车城饭店也已成为历史。设施被ESPN地带餐厅所重新利用：不久，ESPN地带餐厅接管了这家饭店，对内部就餐区域及外部标识系统的工程，也包括了先前提到的标识空间，做出了重新的规划。
In planning for the ESPN ZONE's signage, the challenge was to make it spectacular, by making it more noticeable and enticing to passing tourists allowing them to easily see that ESPN was here and ready to party hardy with arriving guests. To achieve this goal, Senior YESCO account executive Brian Covey and sign designer Jeff Compton collaborated to create for ESPN ZONE a masterpiece of neon and incandescent lighting transforming the former Motown sign structure into a flickering, glowing illumination that highlighted ESPN's presence along that part of The Strip.
ESPN地带餐厅的标识翻新工作需要周密的计划和安排，是要让它看起更加的闪耀引人注目对我们是很大的挑战，当然，通过更加亮眼的设计，吸引过往的游客进店享用美味盛宴。为了实现这一目标，YESCO公司财务总监布莱恩·科威和标识设计师杰夫·康布顿联手为ESPN地带餐厅创造了一出杰作——用霓虹灯和明亮的光源将之前的汽车城标识结构变成了一个闪闪发光的灯饰，这一点无疑让ESPN风光无限。

Motown, a music themed restaurant based on Detroit's rhythm and blues of the 1950s and 1960s. The original exterior signage laid out to promote the restaurant included a marquee, a horizontal reader board that was inserted in front of the marquee and a blade sign.
基于底特律汽车城、音乐主题餐厅的节奏蓝调的六七十年代。原来的外部标识可以看出基本架构，有利于新标识的安装。
Discussing its creation, the first part of designing the ESPN sign said Covey, was to review its new home, the former Motown sign and study its existing presence and visibility along The Strip. To figure out the best way of transforming the ESPN motif onto its new sign structure, Covey documented the sign's location to study it from every possible point of view, "I took many, many digital photos of the old Motown signage from the north and south ends of Las Vegas Boulevard as well as photographing it from across the street near the MGM and even from the median in the middle of the street. Jeff Compton, the YESCO sign designer who created the final sign concept, took all the different viewpoints into account in developing how the final sign would look, as it was presented to ESPN." Compton noted that one big challenge for him was that the building architecture in that part of the hotel venue tended to be very dark with not much 'excitement' going on in that area. "My design was the opposite, to use as much color, light and sign animation as I could to bring attention to that part of New York, New York."
谈到整个标识工程的创新性，第一步需要完成的就是ESPN的整体设计，科威说：“我们需要做新的规划，研究它先前的汽车城标识在整条街附近的辨识度。要弄清楚最好的办法就是把ESPN的主题放到现在新的标识构架中”。科威甚至还从任何一种可能的角度观察所建标识的角度。“我拍了各种角度的老的汽车城标识，不管从北到南，亦或是从拉斯维加斯大道上，甚至是街道中间。杰夫·康布顿，YSECO的标识设计师提出了终极标识概念，将各种角度的视觉感受整合，希望最终呈现的标识能给人因有的感觉，将其提供给了ESPN。”康布顿表示对于他自己遇到的最大挑战就是建筑物的结构在某种程度上会影响到标识的视觉效果，因为建筑物的结构会产生一定的阴影，从而遮挡了应有的光线和吸引力。“我的设计就正好逆向思维，使用更多的色彩和光线以及标识的灵动感。从而，我可以将更多的生趣带入我们的标识中。”
Considering ESPN's location in what is one of the greatest (Times Square being the other) sign capitals in the world, the challenge was that the ESPN ZONE had to be esthetically competitive against the surrounding signage around it and the sign had to be easily visible on The Strip during the day. Compton solved these challenges by offering many dynamic features within the ESPN sign package, "It was big, it was very brightly illuminated (day and night) and finally, the lighting had a lot of animation with its varied flickering lights. We also used lots of exposed neon, because the human eye perceives it more intensely and it's a lot more exciting to look at. In all, the ESPN ZONE was a very busy sign to easily catch the eye and inspire tourists to step in and check the restaurant out."
考虑到ESPN的地理位置在时代广场的另一边，也是这个世界上最显著的标识之一，ESPN的挑战就是如何在众多的美轮美奂的标识包围中凸显自己的特色，并且标识一定要在主干道被行人所看到。康布顿通过动态的标识来展示ESPN的整套标识概念。“这个工程非常大，可以实现无论白天还是黑夜都可以闪耀夺目的效果。这种光亮通过频率的闪动实现了这种华美，我们同时也使用大量的爆破性效果的霓虹，是由于考虑到人类的眼球只会被动感的东西吸引，并且会让人产生一种激动的情绪，会带动人的视觉感受。总而言之，ESPN地带餐厅将会成为一个非常耀眼的标识，引来更多的人的关注，并且将会激发往来游客进入餐馆享受美食。”

This drawing shows off the front face of the marquee with its reader board and restaurant logo signage. The building marquee was 99 feet in length and projected out 11 feet from the building. The basic marquee structure was a large, horizontal polished brushed aluminum canopy with an incandescent reader board inserted in the center of the structure across its front face. On the marquee's front side, was a series of flickering flames running across its entire length.
这幅画展示了餐厅的提示板的正面和餐厅标牌。框架是99英尺长，预计11英尺的一个物体。基本结构是一个大型卧式抛光的铝基板与提示板插入在其正面的中心结构。选框的正面是一系列的闪烁的火焰蔓延整个长度。
Marquee Reborn As Neon Showcase 华盖翻新为霓虹展示柜
The building marquee (sometimes called a canopy) was 99 feet in length and projected out 11 feet from the building. The basic marquee structure was a large, horizontal polished brushed aluminum canopy with an incandescent reader board inserted in the center of the structure across its front face. Covey noted, "that the marquee's basic frame provided a visual foundation and set the pace for the visual look of the rest of the marquee."
这个餐馆的华盖（有些也称之为遮盖）大概有99英尺高，计划裁去11英尺会效果更清爽。最基本的华盖结构应该是一个很大型全视角打磨好的铝型遮蓬并带有一个很显眼的阅读板插在前面，科威说“华盖的基本框架提供了一个视觉基础，并且为剩余的设计做空间预留。”
Once the final design was accepted by ESPN, YESCO began the fabrication of its new components and sign cabinets package. The job was made somewhat easy by having the original sign structures still intact. Essentially the ESPN project called for placing new signage to the existing marquee. This consisted of the following; a left and right circular single face, open channel logo sign that was placed on each side of the marquee. On the marquee's front side facing The Strip, a newly designed themed motif was established with a series of flickering flames running across its entire length. The blade sign was also completely refitted and a new set of ESPN circular logo emblems were placed on top of it.
一旦终极的设计被ESPN通过，YESCO就开始进行相关的安装工作了。由于有原先的标识构架，这次的工作相对而言比较简单。本质上来说，ESPN项目只需要将新的标识放到华盖这边就可以，包括以下：一个左和右边的环形标识面，通过这种环形构架可以打开发光字标识,并呈现在整个华盖的表面。在正对着林荫大道的华盖的前面，一个新的设计的符合主题的图案通过一系列闪光的频率拓展了整体的长度。片状的标识也完全被重新放置，完全和ESPN的环形标识相契合。
The forthcoming design incorporated a generous amount of steady burn and animated neon to make it visually stand out against all the other signs and attractions along that part of The Strip. Covey noted the very dense exposed neon coverage, "Neon grids filled up all the channel letters, and it was used to outline all the flickering flame shapes on all the signage. We had neon trim on all the lettering and copious amounts on the vertical blade sign as well. The animations varied as we used a variety of neon-based flickering flames. We also used a lot of scintillating incandescent lights flashing behind the ESPN letters and we also had spelling circuits on various logo elements. As for color we used a lot of "hot tropical" colors like reds, oranges, tangerines and green to add some psychological and visual "heat" to the sign. Altogether, the ESPN sign consumed just about 5000 feet of neon to illuminate it. While it was not necessarily excessive, it definitely was above an average amount for the square footage of this kind of a sign."
这次设计我们运用了大量的颇具动感的霓虹灯，使它在视觉上区别于所有其他的标识和景象。科威指出霓虹灯的覆盖率是非常高的：“霓虹灯网格填满所有的发光字字母，而且它用来展示所有指示牌上闪烁的火焰形状。我们用霓虹灯修饰所有垂直叶片上的发光字和标识。为了使标识表现的动感不同，我们使用各种以霓虹为基础的闪烁火焰。我们还使用很多闪烁的白炽灯光闪烁在ESPN字母中，并且我们也有将各种标识进行拼写。至于颜色我们用大量的“暖色调”比如：红色、橙色、橘色和绿色这样会给人们一种心理和视觉上的热度感受。,ESPN标识大概用了约5000英尺的霓虹灯来照亮它。虽然使用的光源似乎有些过量了，但是，这肯定是高于平均量面积的一个标识。”
The new circular ESPN ZONE logo emblems placed on the marquee were identical six feet diameter, open-faced channel boxes. The circular channel box cabinets were composed of fabricated sheet metal along with neon lighting in varying colors and were divided into three parts; the bottom was a green field, the center divider was the restaurant's name and the top edge, a flame, all set against a circular black background.
新的环形的ESPN地带餐厅标识，被放置在六英尺直径相同的敞口发光字壳中。环形标识发光字字壳是由金属板与霓虹灯光由不同颜色被分成三个区域，底部为绿色，底部中心和顶部边缘通过火焰形成一个圆形的黑色背景，构成了餐厅的名字。

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Again Covey noted that color was very important, "To attract additional attention to the ESPN ZONE's signage, its logo lettering had a color reversal built into it. The ESPN part was white and illuminated with multi-tube white neon with a single red strip running through it. The ZONE word was twice as big and the interior of its channel letters was all clear red exposed neon with a white neon trim around each letter." The style of that word logo effect was applied to the lettering across the top of the marquee as well as across the circular emblems.
科威指出色彩是非常重要的：“可以吸引很多人关注ESPN地带餐厅标识，因而标识字体颜色采用了反转的方式。ESPN的部分是白色的，通过霓虹灯照亮整个红色的边条。而’区域’这一英文名字则有两倍大，发光字的边条都采用红色并与周围的霓虹灯共同装饰整个标识。”这个词的风格应用在整个顶部的标识中，呈现出别具匠心的特点，夺人眼球。
Within the circular emblem, in between the restaurant's name were a green field and a flaming top. To create the remaining illuminating effects for the logo, the bottom green field was hilighted with emerald green neon and filled in with panotone green (PMS # 0363 C). Above the ESPN name was the top edge with its flickering flames that were illuminated with yellow returns and the full flame effect was filled in with a combination of several colors including lemon-yellow (# 32), yellow-orange (# 10-N) and orange (#260-N) neon lighting. Each completed circular emblem was placed in the center of the side of the marquee.
餐厅这个圆形标识的名字中间部分是绿色的草地和燃烧的火焰。为了创造这种效果，也要突出亮化的部分，草地的底部使用了鲜绿色的霓虹灯并选择了潘通色卡中的绿色(PMS # 0363 C)。在ESPN的名字顶部是闪烁的火焰，使用黄色光泽闪烁，形成完整的火焰效果，其中几个颜色包括淡黄色的(# 32),黄橙色(# 10 n)和橙色(# 260 - n)。每个完成的环形标识一并放在华盖的中心。
Facing The Strip, the marquee front side had two distinct sign elements, the first part, its top decorative element had two sections, a curvy wave-like bulb pack of scintillating lights, and on top of that, an overlay of tongues of flame spread across the entire length of the marquee (at 88 feet).
面对林荫大道这一面的标识，华盖的正面呈现两个不同的标识元素，一部分其顶部装饰元素有两个单元，一个曲线波灯泡包装的闪烁灯光，一个覆盖火苗在整个长度的选框(88英尺)中蔓延，更显动感。
Placed over the center of this decorative motif, the ESPN ZONE name in big bold channel letters. The bottom segment of the marquee contained a single line incandescent wedge-based reader board that was 86 feet long, displaying the restaurant's promotions all day and all night.
ESPN地带餐厅的发光字使用了大字体，放置在装饰图案的中心部分，底部的标识包含一块提示板，长86英尺，可以24小时不间断的显示餐厅的促销活动。

Blade Sign Cuts Through Sign Clutter 零乱的标识被叶片标识所取代
Directly above the ESPN ZONE marquee was a blade sign edged out in all its glory off the side of the building. The blade sign was double faced and duplicated in a vertical fashion with the ESPN motif placed on top of the marquee. The blade sign had three major visual components; the circular emblem on top, a background field of flickering neon flames with scintillating incandescent lighting, and the ESPN ZONE lettering over the background flickering neon effect. The sign structure itself was 92.5 feet tall, 7 feet wide and projected from the building at 13.5 feet.
ESPN地带餐厅文字部分的正上方是一个叶片标识，紧靠着建筑的正门也是很夺人眼球的。叶片标识是双面的，垂直于ESPN的主题项目中。叶片有三个主要的可视化组件：在圆形标识上，跳跃的火苗采用霓虹灯，实现闪烁的效果。标识的结构本身高为92.5英尺，宽7英尺，预计在建筑的13.5英尺处。

In the YESCO shop, the blade sign logo emblem during fabrication, channel outlines have been installed and painted, neon soon to follow.
YESCO商店标识在制造、发光字上安装了边框和彩绘,接下来就是霓虹亮化。
The blade sign from the pre-existing Motown sign structure was stripped down to its basic frame and rebuilt with the ESPN ZONE themed neon effects. What was new on top of the existing blade sign was the addition of the two circular logo cabinets. Each logo cabinet was 12.5 feet in diameter and made of fabricated sheet metal with screw channel letters and additional graphics. The completed circular logo with the restaurant's name and the bottom green field was a visual duplicate of the marquee's side emblem. Covey recalled, "We went as far as possible to analysis the blade sign's structural intensity to make sure it could properly support the weight of the additional logo sign cabinets on its top. To make sure that the blade sign's circular logos were easier to see, they were cantilevered out at a 20 degree angle towards the street for more dramatic viewing by approaching tourists."
叶片标识从已有的汽车城标识结构中分开，改造它的基本框架之后，与ESPN地带餐厅标识结合，呈现霓虹效果。在现有叶片标识附加的两个圆形标识柜中，每个商标内置直径为12.5英尺，装配了金属板制成的螺旋发光字母和图形。完整的环形标识与餐厅的名字、底部的草地，形成了一整套在视觉不断加深印象的标识系统。科威回忆道：“我们对叶片标识的结构强度做了大量的分析，以确保它可以支撑额外的标识柜的重量。确保叶片环形标识很容易被看到，他们以20度角吊挂在街上展示吸引来往游客。”
Directly below the circular logo were the flickering neon flame field, the scintillating incandescent lights and a vertical placement of the ESPN ZONE letters. Not only was the blade sign brightly lit, but it was chuck full of animation. The flame silhouette was a combination of 50% flickering and 50% steady burn. The incandescent bulb pack on the background was a constant random scintillation. The ESPN ZONE letters outline were a constant steady burn, the interior fill-neon was set on a spell circuit spelling from top to bottom, ESPN ZONE - flashing three times and repeating.
在环形标识的下面是霓虹闪烁的火焰，闪烁的白炽灯光和垂直放置的ESPN地带餐厅的发光字。不仅让这个叶片标识呈现出光亮的效果，并且也满是动感。这个火焰的效果是50%频率和50%的稳定燃烧度。白炽灯泡包装的背景随机闪烁。ESPN地带餐厅的字母轮廓呈现的是一个永恒稳定的燃烧状态。

Lit in glory, the marquee, the blade sign and the circular logo emblems can clearly be seen after dusk. The ESPN ZONE was a very busy sign to easily catch the eye and inspire tourists to step in and check the restaurant out.
改造后的标识，光彩夺目，在黄昏后更加清楚可以看到。ESPN地带餐厅很容易引人注目,激发游客进入餐厅享受美食的欲望。
Compton said he was pleased with the final design results as it all came together to work very well with the building and the New York, New York-type atmosphere that the hotel was presenting. When the ESPN ZONE sign went live on The Strip, the company's executives who were there for the ribbon cutting ceremonies were according to Covey, "thrilled at what they saw as it exceeded all their expectations. They were definitely happy with their new look." It was a fitting end to a great 'Cinderella' sign story, which could only happen in Las Vegas.
科布顿说，他很高兴最终设计的安装结果，很棒的团队产生了很棒的效果。当ESPN地带餐厅的标识在林荫大道上闪亮登场后，其高管邀请科威来参加剪彩仪式，“往来游客一看到这个之后就感觉很惊奇，视觉冲击力很好，它已经超出了预期。他们特别满意新外观。”这是一个完美的改造,一个伟大的“灰姑娘”变身白雪公主的故事，也只可能发生在拉斯维加斯。