Task 8. Choose right variant.

1. A logo is an iconic / word symbol designed to represent / hidea company, product or service, and sometimes certain places.
2. The uniqueness / effectivness of a logo is to avoid / encourage confusion in the marketplace among clients, suppliers, users, and the general public.
3. While a logo achieves this aim, it may function as a trademark / company, and may be used to identify / confuse businesses, organizations, events, products or services.
4. Sometimes a slogan / a brand is included in the logo.
5. If the slogan / logo appears always in the logo / slogan, and in the same graphic shape, it can be considered as part of the logo.
6. It has no sense to use a sign / word as a logo, even together with the name, if people will not identify / confuse it.
7. Emblems / written name may be more effective / beautiful than a written name / emblems, especially for logos being translated into many alphabets.
8. Colour / tapeface is important to the brand recognition, but should not be an integral component to the logo design.
9. Loud / cool colours that are meant to attract the attention are appropriate for companies that require such attention.

Task 9. Answer the following questions.

1. What is logo?
2. Why do we need logos? What is logo’s function?
3. What aspects of a complete logo do you know?
4. What is the difference between a slogan and a brand slogan?

Unit 14.

Task 1. Read and translate the text using the words given below.

Logo design

Logo design is commonly believed to be one of the most important areas in graphic design, and the most difficult too. The logo is not just an image; it is the embodiment of an organization. Logos are meant to represent companies and their recognition by consumers.

An effective logo:

• is unique; customers don’t usually confuse it with other logos;
• is functional and can be used in many different contexts while retaining its integrity;
• can work in “full-colour”, but also in two colour presentation (black and white), or halftone;
• may be able to maintain its integrity printed on various fabrics or materials (where the shape of the product may distort the logo);
• represents the brand/company appropriately.

The following table shows the names of four well-known companies in the same typeface in all cases. In these examples, recognizing the companies entails reading the name.

In the next table, the name of these companies is shown in their specific design, their logotype. Due to the design, the colour, the shape, and eventually additional elements of the logotype, each one can be easily differentiated from other logotypes. For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red colouring. The same will be true when one is at the airport looking for the booth Hertz Rent-A-Car company. The logotype will be recognized because of its shape and its yellow colour.

Other well-known examples are: Coca Cola's script is known over the world, but is best associated with red colour; its main competitor, Pepsi has taken blue colour. IBM, also known as “Big Blue” has simplified their logo over the years. What started as International Business Machines is now just “IBM” and blue colour has been a signature of their compaign.

Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes. He hired a young student (Caroline Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company).

An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a much stronger, shorter brand name, they reduced the amount of colour used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs.

Logos can represent any organization or entity, not just corporations. Perhaps the most recognizable (and possibly the oldest) of these is the emblem of the Olympic Games: the Olympic Rings, five interlocking rings (blue, yellow, black, green, and red respectively) on a white field.

Date: 2016-04-22; view: 626