9. 品牌（Branding）
Successful branding involves more than adding brand assets to an app. The best apps integrate existing assets with a unique look and feel to give users a delightful, memorable experience.
成功的品牌并不僅僅是把商標(biāo)資產(chǎn)加入 app。最好的 app 會(huì)將已存在的資產(chǎn)與獨(dú)特的界面外觀整合起來(lái)，帶給用戶一種令人喜歡的、易留下印象的體驗(yàn)。
iOS makes it easy to use custom icons, colors, and fonts to create a distinctive UI that sets your app apart from the rest. As you design these elements, keep two things in mind:
（1）Each custom element should look good and function well by itself, but it should also look like it belongs with the other elements in the app, whether they’re custom or standard.
（2）To feel at home in iOS, an app doesn’t have to look like the built-in apps but it does need to integrate deference, clarity, and depth (to learn more about these themes, see?Designing for iOS). Take the time to figure out what deference, clarity, and depth mean in your app and then express this meaning in your custom elements.
iOS 支持使用自定義圖標(biāo)、顏色和字體來(lái)創(chuàng)建一個(gè)與眾不同的 UI，以此來(lái)區(qū)別于其他 app。在設(shè)計(jì)這些元素時(shí)，要牢記兩點(diǎn)：
（1）每一個(gè)自定義元素都應(yīng)該看上去不錯(cuò)、也能良好運(yùn)行，但它同時(shí)也應(yīng)該看上去與 app 中其他元素比較相似，無(wú)論它們是自定義的還是標(biāo)準(zhǔn)的。
（2）在 iOS 中并不嚴(yán)格要求 app 必須看上去很像內(nèi)置 app，但這并不是說(shuō)不需要將遵從、清晰、深度這些原則整合起來(lái)（了解更多，詳見 Designing for iOS）。花點(diǎn)時(shí)間找出 app 中哪些元素意味著遵從、清晰、深度，然后在自定義元素中繼續(xù)傳達(dá)這些含義。
When you need to remind users of an existing brand within your app, follow these guidelines.
Incorporate a brand’s assets in a refined, unobtrusive way.?People use your app to get things done or be entertained; they don’t want to feel as if they’re being forced to watch an advertisement. For the best user experience, you want to quietly remind users of the brand identity through your choice of font, color, and imagery.
當(dāng)需要在 app 中提醒用戶注意品牌時(shí)，遵循下面的原則：
采用優(yōu)雅的、不唐突的方式來(lái)融合品牌資產(chǎn)。人們使用 app 來(lái)完成任務(wù)或者享受娛樂(lè)；他們不想感覺好像正在被迫去看廣告。對(duì)最好的用戶體驗(yàn)而言，應(yīng)該通過(guò)合適的顏色、字體和圖像來(lái)安靜地提醒用戶 app 的品牌標(biāo)識(shí)。
Don’t take space away from the content people care about.?For example, displaying a second, persistent bar at the top of the screen that does nothing but display brand assets means that there’s less room for content. Instead, defer to the user’s content and consider less intrusive ways to display pervasive branding, such as using a custom tint or font, or subtly customizing the background of a screen.
Resist the temptation to display your logo throughout the app.?Mobile device screens are relatively small, and every occurrence of a logo takes space away from the content that users want to see. What’s more, displaying a logo in an app doesn’t serve the same purpose as displaying it in a webpage: It’s common for users to arrive on a webpage without knowing its owner, but it’s much less likely that users will open an iOS app without seeing its app icon.
不要占據(jù)用戶關(guān)心的內(nèi)容區(qū)域。例如，使用屏幕頂部的次級(jí)永久工具欄來(lái)顯示品牌而不顯示其他內(nèi)容，那就意味著內(nèi)容區(qū)域變少了。這樣并不合適。我們應(yīng)該尊重用戶的內(nèi)容，考慮少采用侵入的方式來(lái)顯示無(wú)處不在的品牌，例如可以考慮使用自定義提示或字體，又或者巧妙地自定義屏幕背景。
不要在 app 中到處顯示 logo。移動(dòng)設(shè)備的屏幕相對(duì)較小，每一次 logo 的出現(xiàn)都占據(jù)了用戶想看的內(nèi)容區(qū)域。而且，app 中顯示 logo 并不能像在 web 頁(yè)面那樣達(dá)到同樣的目的：用戶訪問(wèn)網(wǎng)頁(yè)卻不知其屬于什么公司或個(gè)人的情況很常見，但 iOS 中用戶不太可能打開了一個(gè) app 卻沒(méi)有看到它的 app 圖標(biāo)。
