When no one was looking, Ikea, the world’s largest furniture retailer, launched a new logo.

　　趁没人注意的时候，全球最大的家具零售商宜家发布了一个新Logo。

　　The change can be tough to spot by the naked eye. In fact, it went largely unnoticed until spotted by Brand New.

　　肉眼很难发现这种变化。事实上，直到被Brand New网发现，大家才看出来。

　　The updated version was designed by by Stockholm’s Seventy Agency, which confirmed over email that Ikea started using its new logo earlier this year and “implementation will run for the next six to 12 months.”

　　新版Logo由斯德哥尔摩的Seventy Agency设计，该公司在电子邮件中证实，宜家今年早些时候开始使用新Logo，并“将在未来6至12个月内实施”。

　　You’d be forgiven for not taking note, though: The logo still spells out Ikea in all-caps, blue block lettering with the familiar yellow oval sitting behind them. So what’s new?

　　不过，如果你没发现也是情有可原的：宜家的标识仍然是全大写的IKEA，蓝色的方块字体，后面是熟悉的黄色椭圆。所以变了哪里?

　　The aspect ratio of the updated logo has been reduced so that it appears less stretched, like an old CinemaScope film translated to television.

　　新版Logo降低了长宽比，使它看起来更紧凑，就像一个老版宽银幕电影压缩成电视比例。

　　The minuscule serifs sitting on the corners of each letter appear ever-so-sanded-down. And the white space within each letter has been increased for legibility–just look at the “counter” (or the triangular hole in the “A”) to spot the small but dramatic difference.

　　每个字母的角上都有衬线，看起来就像被磨掉了一样。还增加了每个字母间的间距，便于阅读——只要看看“拐角处”(或者“A”上的三角形空洞)就能发现细微但神奇的区别。

　　The changes make the logo much more clear when it’s shrunk down tiny, as it is on Ikea’s website or on your smartphone screen.

　　当logo缩到很小的时候，比如在宜家官网上或者在你的手机屏上，这些改变会让logo更加清晰。

　　Ikea is thinking beyond the big blue box, and continues its push into digital sales–which makes the subtly tweaked logo a smart move. Simply put, it’ll function better on screens without sacrificing Ikea’s strong brand identity.

　　宜家正在考虑走出他们的那个大蓝房子，并继续推进其电商之路——如此一来，微调Logo实在是机智之举。简而言之，在不牺牲宜家强大品牌形象的前提下，它在屏幕上的表现会更好。