II Read the text and define the main idea of it: The History of Logo Design

The history of logo design and logos dates back to Greece in ancient times. A "logo" is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype form a trademark or commercial brand. Logo design history had the modest beginnings as a code consisting of a single letter, and later a design or mark consisting of two or more letters intertwined. The code may be all - the letters of a name, the initial letters, or the surname of a person for use on stationery or business cards.

Many early Greek and Roman coins bear the monograms of the logos of rulers or towns. The most famous of these early logos is the holy monogram, which is formed by the conjunction of the first two Greek letters of XR, S, Т, О, and S; (Christ), usually with the A (alpha) and О (omega) of the Apocalypse on each side of the coin. The Middle Ages were extremely productive in inventing code for churchmen, artists and commercial people.

In the thirteenth century, logo design evolved from simple code to trademarks for traders and merchants. These early examples of logo design include masons' marks, goldsmith's marks and paper maker's watermarks. Other related logo devices are the colophons used for identification by publishers and printers.

The appearance of the information age changed the face of logos and logo design. Today, the general public has become increasingly aware of visual symbols, especially those used as trademarks. It is important that the company logo looks professional. Company logos are the face of the business, not only to the public, but to its employees and the company itself. Logos have become the front line of the company, the соrporate identity.

The mark of a good logo is legibility and good brand recognition. The diversity of products and services need the new, unique logos.

The logo is the heart of graphic design. Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An ideogram would keep the general proprietary nature of the product in both markets. The Coca-Cola logo can be identified in any language because of the standard colour and the well known “ribbon wave” design. Colour is considered to be important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colours are associated with certain emotions that the designer wants to convey. For instance loud primary colours, such as red, are meant to attract the attention of drivers on highways and appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with the health and hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate reliability, quality, relaxation, or other traits.

III Make up a plan of the text.

IV Translate the paragraph in italics in a written form.

V Render the text in brief in a written form.

VI Work in pairs. Discuss the questions:

1. What does the word “logo” mean?

2. What beginnings had logo design history?

3. What monogram is the most famous of early logos?

4. Did logo design evolve from simple code to trademarks?

5. What early examples of logo design do you know?

6. What are other related logo devices?

7. How did the appearance of the information age change the face of logos and logo design?

8. The mark of a good logo is legibility and good brand recognition, isn’t it?

9. Is colour considered important to brand recognition?

10. Are some colours associated with certain emotions and why?