III Match the picture of a logo with one of the principles of effectivelogodesign
UNIT 4
LOGOTYPE
| Preview Answer the questions. Then talk about your answers. 1. What is a logo (emblem) of the Olympic Games? 2. What famouslogotypesdoyouknow? 3. What goods or servicesdo theyrepresent? 4. Where can you meet such logos asGoogle,YouTube and Wikipedia? 5. Do you pay attention to a logo when you buy sporting clothes? |
I. LISTENING AND READING
Listen to the text
Read and translate itLOGOTYPE LO//
| To understand what a logo is, we first must understand what the main purpose of logos is.
A logo is not just a mark – a logo reflects a business’s commercial brand via the use of shape, fonts, colour, and / or images.
Paul Rand, one of the world’s greatest designers states that “a logo is a flag, a signature, a street sign. A logo does not sell directly, it identifies. A logo is rarely a description of a business. A logo is less important than the product it signifies; what it represents is more important than what it looks like”.
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo.
The Principles of Effective Logo Design
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| 1. SimpleSimplicity makes a logo design easily& immediatelyrecognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”2. Memorable An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.3. TimelessAn effective logo should be timeless. – that is, it will stand the test of time. Will it still be effective in 10, 20 or 50 years?4. VersatileAn effective logo works across a variety of media and applications. Logos should be designed in vector format, to ensure that they scale to any size. The logo must work in just one colour too.Ask yourself, is your logo still effective if it is printed…In one color?In reverse color (i.e. light logo on dark background)?The size of a postage stamp?As large as a billboard?One way to create a versatile logo is to begin designing in black and white. This allows you to focus on the concept and shape, rather than color. Also keep in mind printing costs: the more colors you use, the more expensive it will befor the business over the long term.5. AppropriateHow you position the logo should be appropriate for its target audience. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.A logo doesn’t need to say what a company does. The Apple logo isn’t a computer. The Mercedes logo isn’t a car. Let’s look at the classic Nike Swoosh. This logo was created by Caroline Davidson in 1971 for only $35 yet it still a strong, memorable logo, effective without colour and easily scalable. It is simple, fluid and fast and represents the wing in the famous statue of the Greek Goddess of victory, Nike – something perfect for a sporting apparel business. Nike is just one of many great logos. Think about other famous brands that you know about and check out their logos.What makes them successful? | |
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II. VOCABULARY
| 1. logotype[lɒɡəʊˌtaɪp] 2. purpose[ˈpɜːpəs] 3. via[ˈvaɪə] 4. mark[mɑːk] 5. shape[ʃeɪp] 6. font[fɒnt] 7. signature[ˈsɪɡnətʃə] 8. distinctive[dɪˈstɪŋktɪv] 9. appropriate[əˈprəʊpriət] 10. recognizable[ˈrekəɡˌnaɪzəbəl] 11. memorable[ˈmemərəbl] 12. timeless[ˈtaɪmləs] 13. unexpected[ˌʌnɪkˈspektɪd] 14. unique[juːˈniːk] 15. target [ˈtɑːɡɪt] 16. audience[ˈɔːdiəns] 17. swoosh[swuːʃ] 18. apparel[əˈpærəl] | логотип, фирменный знак цель через торговая марка форма шрифт подпись отличающийся соответствующий узнаваемый запоминающийся вечный неожиданный уникальный целевая аудитория росчерк/галочка одежда |
III. READING COMPREHENSION
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Answer the Questions
1) What is a logo?
2) What is the main purpose of logos?
3) What does a logo reflect?
4) What means are used to design a logo?
5) How does Paul Rand, one of the world’s greatest designers, define a logo?
6) How is a good logo characterized?
7) How many principles of an effective logo design are there?
8) What are the principles of effective logo design?
9) What makes a logo design easily recognizable?
10) What does a timeless logo mean?
11) When logo is considered versatile?
12) What would be appropriate to use while designing a logo for children’s
toys store?
13) Whom was the Nike logo created by?
14) What does Nike Swoosh represent?
15) What should designers keep in mind creating logos?
2. Read the statements and say whether they are true(T)or false(F). Correct thefalse ones
1. A logo reflects a brand via the use of shape, fonts, colour and / or images.
2. Paul Rand is one of the world’s greatest designers.
3. A logo is a flag, a signatureand a street sign.
4. A logo sells the product directly, it doesn’t identify it.
5. A logo is more important than the product it signifies.
6. A good logo is distinctive, appropriate, practical, graphic and simple in form.
7. A good logo conveys the owner’s intended message.
8. Good logos feature something unexpected or unique.
9. A timeless logo won’t be effective in 10, 20 or 50 years.
10. Versatile logo should scale to any size, work in just one colour.
11. The more colors you use, the more expensive logo will be for the business.
12. A logo should be appropriate for its target audience.
13. A logo need to say what a company does.
14. Theclassic Nike Swooshis simple, fluid and fast.
15. Nike is something perfect for a sporting apparel business.
16. The Mercedes logo is a car.
3. Complete the sentences
- A logo is not just a m… .
- The main p… of logos is to identify brand.
3. A logo reflects a brand via the use of s…, f…, colour, and / or images.
- A logo is a flag, as…, a street sign.
- A good logo is d…, a…, practical, graphic and simple in form.
6. Simplicity makes a logo design easily r… .
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- An effective logo design should be m… .
- An effective l… works across a variety of media and applications.
- Childish font & color scheme would not be so a… for a law firm.
10. Nike is something perfect for a sporting a… business.
III Match the picture of a logo with one of the principles of effectivelogodesign
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