Communication

Baidu Translate

Extra Form

Country	China
Year	2020
Award	WINNER
Affiliation	Baidu
Designer	Su Wensi, Zhang Jiujin, Shi Jingwen, Zhang Lei, Zhou Zixuan
Description(English)	Baidu Translate is a translation APP supporting over 200 languages, which can help travelers to explore the world, to communicate with locals and understand their culture. We devoted to helping users to overcome language barriers and achieve effective communication globally. In traditional Chinese culture, the rooster the rooster is one of the "spiritual birds", symbolizing reliability and punctuality, and diligence. That is why we have taken rooster as our brand to deliver Baidu Translation's vision to help users breaking the language barrier and to improve communication between people.
Description(Native)	[旅游] 2019年，国家移民管理局公布中国出入境人员已达6.7亿人次，语言沟通成了出境游的主要障碍之一。百度翻译APP支持200种语言互译，助力每个人去探索世界、融入文化。 [商务] 语言在商务沟通、合作中至关重要，百度同传依托前沿的神经网络语音识别和翻译模型、首创语义信息单元驱动的上下文同传模型、集成预测和时延可控的同传模型，为用户提供业界首个高准确、低时延的、语音到语音的同传服务。针对专业领域内容，还可定制学习该领域专用术语和知识持续强化模型，从容应对各领域同传场景。通过行业领先的同传技术与服务，大幅降低信息交流成本，驱动企业持续发展。 [学习] 利用AI、大数据为小、初、高、大学，各阶段用户打造学、练、测评一体的在线英语学习闭环。并结合用户画像，深度定制个性化学习内容。让优质的教育资源覆盖更多地区，致力于推动教育公平。 [品牌IP] 在中国传统文化里，“鸡有五德”分别是文、武、勇、仁、信，它承载着诸多品格和寓意；同时鸡也是代表司晨报晓的“灵禽” 之一，象征着守信、准时和勤奋；”鸡（ji）”在汉语中同时和"吉（ji）"同音，代表中国人对"吉祥如意"生活的向往；形容鸡“破壳而出”的这种力量，也很好地投射出了人类对打破语言沟通障碍，实现跨语言沟通的迫切渴望；所以，取“ji”谐音，以“鸡”为品牌IP，体现了"百度翻译"致力于帮助用户打破跨语言沟通障碍、追求美好生活的愿景。
Positive Comments

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