About Avery Dennison
关于艾利丹尼森
Avery Dennison sets the industry standard in vinyl graphic design and automotive wrap graphics worldwide. From architectural design to vehicle wraps and fleets, our graphic solutions promote creativity and deliver the highest performance for your brand.
艾利丹尼森为全世界的乙烯基图形设计和汽车包装图形领域树立了行业标准。从建筑艺术设计到车辆、车队包装，艾利丹尼森的图形解决方案均具有非常的创造力，能够为客户的品牌带去最高的价值。
Take a walk on the wild side with Avery Dennison’s Graphics Solutions to learn about the latest trends and technology. Whether creating corporate brand standards, re-launching a brand, or how to wrap a car, our industry experts will help you succeed.
在本期以及今后将为大家带来的案例研究文章中，读者可以与“艾利丹尼森”一起漫步，在这个过程中了解最新的趋势和技术——无论是制定企业品牌标准，品牌重塑或是汽车包装——艾利丹尼森作为行业专家所给出的图形解决方案都能助您成长！
Brand New World
焕然一新
“The Avery Dennison films were perfect for surfaces that required outstanding durability and performance while creating impactful images,” said Hugh Wolf, president, SpeedPro Imaging Long Beach.
“艾利丹尼森的薄膜材料是能够用于标识上的完美表面：既有卓越的耐用性，同时在创造具有冲击力的图像时也具有优秀的能力。”该评价来自长滩SpeedPro图形公司总裁，休·沃尔夫。
A Change that’s Sure to Stick
不变的改变
The Avery Dennison corporate offices at 207 Goode Avenue, often referred to as 207, in Glendale, California were designed to be a modern workspace reflective of the company’s innovative spirit and collaborative, global culture. To ensure the fifth and sixth floors of a new space in a LEED Gold building showcased Avery Dennison’s culture, the team sought the expertise of HOK, a global design, architecture, engineering and planning firm that specializes in transforming spaces.
加利福尼亚州，格伦代尔市，古德大道207号——通常被人们直接称之为207号的地方，就是艾利丹尼森公司的办公室所在，该地点在其创立之初就被设想为具有现代意识的办公空间，反映公司的创新精神和全球协作的团队文化。
艾利丹尼森打算将位于207号LEED黄金大厦的五楼和六楼的办公室转换成全新空间展示其公司文化，为了确保能够达到设想的初衷，负责团队寻求HOK以得到专业的指导。HOK是一家专门从事建筑空间改造，集设计、建造、工程和规划为一体，在全球开展业务的公司。
Avery Dennison wanted to create an open, technology-focused environment and give the space a visual makeover that would inspire teamwork and creativity. HOK designed shared spaces, including break-out areas, a café and an amphitheater for larger occasions in the 45,000 square foot space. For the interior design, they took a page from the Avery Dennison portfolio and decorated the new office’s walls and windows with large-format images of products and graphics created with Avery Dennison vinyl films.
艾利丹尼森希望创建的，是一个开放的、以技术为中心的环境，并对该空间进行视觉改造，以激发团队的合作意识和创造力。HOK根据其要求，在接近4200㎡的空间中开辟出多个共享空间，包括：休息区、咖啡厅和圆形剧场——可在比较重要的场合使用。对于室内设计，他们从艾利丹尼森自家的作品集中汲取出一页精华，并用艾利丹尼森出品的乙烯基薄膜制作了大幅面图形产品，装饰新办公室的墙壁和窗户。
Stand by your Brand
自给自足
The job was installed in three days and all images were printed on a Roland XJ-640 printer. “This was a large project and the use of Avery Dennison products made the installation easy and seamless,” said Hugh Wolf, president of SpeedPro Imaging Long Beach. “The films were perfect for surfaces that required outstanding durability and performance while creating impactful images.”
整个项目在三天内安装完毕，所有图像均在Roland XJ-640打印机上打印。“这是一个很大的项目，但因为使用了艾利丹尼森的产品，安装环节变得很容易且最后的成品是完全无缝的。”休·沃尔夫说道，“这些薄膜材料是能够用于标识上的完美表面：既有卓越的耐用性，同时在创造具有冲击力的图像时也具有优秀的能力。”
The modern workspace at the Avery Dennison headquarters now reflects the evolution the company has seen since its start in the 1930s. Images of security tags dangling from the cuffs of men’s dress shirts and a rainbow of clothes hangers proudly showcase the company’s promise to help make brands more inspiring.
艾利丹尼森总部的现代化工作空间，经过改造后反映出公司自1930年代成立以来所经历的所有发展。男士衬衫的袖口上悬挂的安全标签和彩虹衣架自豪地展示了公司对帮助品牌激发灵感的承诺。
With the help of HOK’s vision and Avery Dennison vinyl, the company was able to draw inspiration from within, and use the industry’s top graphics films to transform 207’s interior space from bland to brand.
在HOK的设计和艾利丹尼森乙烯基产品的帮助下，现在艾利丹尼森的团队甚至可以从公司内部获得灵感，通过使用业界顶级的乙烯基材料将207号的内部空间从平淡转化为极具品牌价值的观感。
Creating a Visually Energizing Workspace
创建：具有视觉活力的工作空间
In the new space, it was important to establish the Avery Dennison corporate identity through branded red color accents and images that artistically depicted the label and packaging industry. A treasure trove of vibrant photographs were discovered during the renovation and turned into full-color murals using digitally printed Avery Dennison vinyl.
在新空间内部，最重要的是建立起艾利丹尼森自身的企业形象，而这一切都要通过利用其本身已经品牌化的红色，艺术地描绘标识、标签和包装行业。在办公室翻新过程中，团队发现了一批珍藏已经但仍然充满活力的老照片，于是使用数字印刷技术与乙烯基材料将其转变为全彩色壁画。
“It was important that corporate identity was front and center,” said Clay Pendergrast, director of interiors for HOK. “We utilized the Avery Dennison digital library to ensure there was a consistent presence representing the company’s history, culture and diverse products throughout the building.”
HOK室内装饰主管克莱·彭德格拉斯特说道：“企业形象必须摆在首位和中心位置，这是毫无争议的重要事件。我们利用艾利丹尼森所建立的内部数字图书馆来确保整个建筑中始终具有能够代表公司历史、文化和多样化产品的存在。”
SpeedPro Imaging Long Beach, a leader in large-format imagery, installed 21 graphics throughout the building to cover the drywall and windows. Graphics of a speeding train, koi pond and delicately arranged plastic clothes fasteners added excitement and energy to board rooms, break areas and hallways. Avery Dennison® MPI 1005 Supercast Easy Apply RS™ films were used on the walls and Avery Dennison® MPI 1060 Transparent films were used on the windows. For enhanced protection and durability, the graphics were paired with Avery Dennison® DOL 1380 matte overlaminate.
大幅面图像制作的领导者长滩SpeedPro图形公司在整个建筑物中安装了21张乙烯基图形，将石膏板和窗户覆盖起来。超速行驶的火车、锦鲤池和精心布置的塑料衣架为董事会会议室、休息区和走廊增添了足够的活力。普通墙壁上使用艾利丹尼森MPI 1005 Supercast Easy Apply RS™ 薄膜；窗户上使用MPI 1060透明薄膜。为了增强部分区域的保护性和耐用性，大幅面图形还会与DOL 1380哑光覆膜搭配使用。
The Power of Purple
紫色的威力
Using Avery Dennison Digital Supercast films for short-term, high-impact marketing tactics.
将艾利丹尼森的薄膜材料用于短期、高影响力的营销活动之中是一个值得参考的策略。
“I tested other products on site, and nothing compared to Avery Dennison’s quality and ease.” said Pete Jackson, owner of Sign Distinction.
“我曾在现场测试了其他的同类产品，与艾利丹尼森的质量和易用性比起来，它们啥也不是。”该评论来自“卓越”标识公司老板，皮特·杰克逊。
Leidos Engineering harnessed the power of purple and creative marketing to turn a restaurant across from the San Diego Convention Center into a bold branding statement. Using wall graphics, the Tin Fish was temporarily transformed into a display of purple to showcase the Leidos conference theme, “The Power of Purple,” to attendees of the DistribuTECH Conference and Exhibition.
莱多斯工程公司利用紫色和创意营销的力量，将圣地亚哥会议中心对面的一家餐厅转变为一份大胆的品牌声明。通过使用壁画图形，这颗“鱼雷”被临时转变为紫色主体，以向DistribuTECH展会的参展商展示莱多斯公司的会议主题：紫色的威力。
Temporary Graphics Achieve A Lasting Impression
图形，临时但深刻
Leidos had only three days to take over the restaurant to build brand awareness and drive
traffic to their booth. They also needed to create a casual meeting space for their business development team. Sign Distinction, a custom sign shop in San Diego, was recommended for the job after working with the Tin Fish to promote other events at the San Diego Convention Center. This was the first time wall graphics were used to transform the restaurant.
莱多斯仅能租用餐厅三天的时间，在这短暂的时间里必须尽快树立品牌知名度并推动人流到他们的展位。此外，他们还需要为其业务开发团队创建一个休闲的会议空间。
“卓越”标识公司是一家圣地亚哥当地的定制标识商店，在与莱多斯共同推广圣地亚哥会议中心的其他活动之后，被推荐为莱多斯创建临时图形，这也是这家标识公司第一次使用壁画图形来改造餐厅。
Sign Distinction used Avery Dennison MPI 2611 wall film to create multiple wall graphics on the exterior and interior of the restaurant. Avery Dennison MPI 1005 with DOL 1380 overlaminate was used to cover the tables and create a purple environment with free-standing signs outside the restaurant. “We were able to perfectly match Leidos’ purple branding and create graphics that could be installed quickly and removed without any damage,” said Pete Jackson, owner of Sign Distinction. “I tested other products on site, and nothing compared to Avery Dennison’s color quality and ease.”
“卓越”标识使用艾利丹尼森MPI 2611墙面薄膜在餐厅的外部和内部创建出多个墙面图形；带有DOL 1380覆膜的MPI 1005被用于包装桌椅，以及在餐厅外营造出带有独立标识的紫色环境。
“卓越”标识公司的老板皮特·杰克逊说道：“我们之所以能够完美匹配莱多斯的紫色主体，并创建可以快速安装和移除的贴图，而不会造成任何损坏，这都要仰赖艾利丹尼森优秀的薄膜产品。我当时在现场也测试了其他品牌的同类产品，与艾利丹尼森的色彩质量和易用性相比，它们啥也不是。”
A Buzz-Worthy Event
The graphics were printed with an HP 25-500 printer and only took a day for install and removal. Leidos observed the entire project and was extremely satisfied with the results. “The restaurant takeover was extremely well executed – people thought we actually painted the building,” said Suzzanna Martinez, marketing director for Leidos Engineering. “I was especially pleased with how the wall film looked and stayed attached to a stucco building.”
所有薄膜上的图形都使用HP 25-500打印机打印，在安装和拆卸上仅花费了一天的时间。莱多斯工程团队在项目完成后进行查看，对结果感到非常满意。莱多斯工程的营销总监苏珊娜·马丁内斯说道：“对于餐厅的接管和改造执行得非常好，来参观的客户甚至认为我们将这个建筑整个儿粉刷了一遍。我个人对于壁画图形的外观及其在水泥建筑上优秀的附着感特别满意。”
Leidos proved that with three days and an out-of-the-box visibility tactic, like this short-term transformation, it is possible to create a lasting impression.
莱多斯通过这个项目证明，通过为期三天、采用开箱即用材料的普通策略，在类似这种短期轮转的营销中，也仍然可以为观众创造持久的印象。
