- •Английский язык для бакалавров
- •Содержание
- •Введение
- •I. Before you read
- •1.5. Comment on the grammar. Pay attention to the verb to be. You may continue the sentences:
- •1.6. Comment on the grammar. Pay attention to the plural forms of the nouns:
- •II. Reading
- •III. After you have read
- •4.2. Make up your own dialogues using the models from the task 4.1.
- •1.4. Translate the sentences. Pay attention to the verbs in the Present Simple Active. Give the negative and question forms:
- •II. Reading
- •III. After you have read
- •3.1. Make up sentences from these words:
- •3.2. Find:
- •IV. Brush up your talk
- •4.1. Complete the short dialogues using the phrases from the text:
- •4.2. Make up your own dialogues using the models from the task 4.1. These phrases and words may be helpful for you:
- •4.3. Tell about your own family using all information you have got.
- •1.6. Comment on the grammar. Pay attention to the types of the questions (general, special, alternative, disjunctive):
- •1.7. Make up the different types of questions to the sentences:
- •II. Reading
- •III. After you have read
- •3.7. Read and translate. State the suffixes:
- •3.8. Translate the following words into Russian:
- •3.9. Fill in the gaps paying attention to the suffixes:
- •IV. Brush up your talk
- •4.1. Read the short dialogues and try to dramatize them:
- •4.2. Make up your own dialogues using the models from the task 4.1.
- •1.5. Translate the sentences. Pay attention to the verbs in the Simple Passive. Give negative and question forms:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Give the English equivalent:
- •3.3. Ask several questions to the text paying attention to «there is, there are».
- •3.4. Translate into Russian:
- •3.5. Fill in the gaps paying attention to the suffixes:
- •3.6. Read and translate. State the suffixes:
- •3.7. Translate the following words into Russian:
- •3.8. Make up questions using the table. Mind the use of prepo-sitions:
- •3.9*. Put the sentences into the Passive:
- •IV. Brush up your talk
- •4.1. Read the short dialogues and try to dramatize them:
- •4.2. Make up your own dialogues using the models from the task 4.1.
- •1.4. Make up sentences paying attention to Simple and Progressive Tenses. Translate the sentences:
- •1.5. Translate the sentences paying attention to the tense forms of the predicates:
- •1.6. Make up the degrees of comparison:
- •1.7. Give the missing forms:
- •II. Reading
- •III. After you have read
- •3.1. Say what is true and what is false. Correct the false statements:
- •3.2. Make up sentences from these words:
- •3.3. Complete the sentences:
- •3.4. Complete the sentences using as … as, not so ... As. Translate into Russian:
- •3.5. Put the verb to take part into the correct tense-form. Pay attention to the words given in the brackets:
- •3.6. Сhange the Indefinite tenses to the Continuous ones adding necessary adverbs or time attributives:
- •3.7. Put the sentences into the interrogative and negative forms:
- •3.8. Put the verb in the brackets into the necessary tense form:
- •IV. Brush up your talk
- •4.1. Complete the short dialogues:
- •4.2. Read and learn:
- •4.3. Make up your own dialogues using the models from the tasks 4.1 and 4.2.
- •2. Here you can see some discussion phrases. They may help you:
- •I. Before you read
- •1.1. Read the words properly:
- •1.2. State the part of speech and translate it into Russian:
- •1.7. Translate the sentences. Pay attention to the different forms of the Passive Voice. Make up negative and question forms if it is possible:
- •II. Reading
- •III. After you have read
- •3.1. Make up the sentence of two parts:
- •3.2. Make up all possible questions to these sentences. Give the negative form:
- •3.3. Write the Passive Progressive of these sentences. Use words now, from … till, the whole month/morning etc:
- •3.4. Change the active sentences to the passive ones:
- •IV. Speaking
- •4.1. Read the following quotes from different articles about the problems of the higher education in Russia. Formulate the main idea of each statement. Do you agree with these opinions?
- •4.3. *Discuss these topics using all information you have got:
- •1.8. Decide which of the words from the list can be a suitable for one in the sentence:
- •1.9. Decide which of the words from the list can be a suitable for it in the sentence:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Find the English equivalents in the text:
- •3.3. Agree or disagree with the following statements (True/False):
- •3.4. Ask different types of questions to the text «Higher Education in Great Britain».
- •IV. Brush up your talk
- •4.1. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •4.2*. Play the following situations:
- •1.6. Match the columns:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Find in the text the English equivalents:
- •3.3. Supply full word combinations for the following initial abbreviations:
- •3.4. Fill in the gaps:
- •3.5. Try to ask different types of questions to the following sentence:
- •3.6. Ask different types of questions to the text «Higher Education in the usa».
- •3.7. Find in the text some sentences with verbs in the Simple Passive. Give negative and question forms.
- •3.8. Fill in the blanks with prepositions and adverbs:
- •3.9. Complete the sentences choosing the following suitable words and phrases:
- •3.10*. In this text there are some unnecessary words which do not fit the sense of the text. Find these words in the numbered sentences and cross them out:
- •3.11. Translate into Russian:
- •3.12*. Translate into English:
- •3.13. Read and translate the sentences with it in different functions:
- •3.14. Read and translate the sentences with one in different functions:
- •3.15. Read and translate the sentences with that in different functions:
- •IV. Brush up your talk
- •4.1. Read and translate the following proverbs. Try to comment them:
- •4.2. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •4.3*. Role-play the following situations:
- •1.3. Translate the following sentences into Russian paying attention to the words in bold type:
- •1.4. Fill in the blanks with the words: career, job, work, profession, trade, vocation:
- •1.5. Say if these are professions or trades:
- •1.6. Give as many word combinations of names of occupations as possible with the following adjectives:
- •1.7. Which qualities best describe people who want to succeed in work or study?
- •1.8. Make up a list of qualities you think necessary for an engineer:
- •II. Reading
- •III. After you have read
- •3.1. Say if you agree or disagree with the following statements:
- •3.2. Fill in the gaps:
- •3.3. Translate the sentences with the Present Perfect Active. Give the negative and question forms:
- •3.4. Answer the following questions using short forms:
- •3.5. Choose the necessary form of the verb: Present Perfect or Past Simple:
- •IV. Speaking
- •4.1. Complete the following sentences to the best of your ability. Explain your choice:
- •4.3. Make up 5 questions you’d like to ask an engineer about his career, life and interests.
- •1.5. Use a monolingual dictionary to define the term «engi-neering». Then answer the question: «What is engineering?». Discuss your answers in the group.
- •1.6. What do the word groups have in common? Try to translate them:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Give English equivalents for the following Russian phrases:
- •3.3. Fill in the gaps:
- •3.4. Find in the text words with the following suffixes: -tion, -al, -(I)ty, -ly, -ic. Translate them.
- •3.5. Translate the sentences with Past Perfect and Future Perfect Active:
- •3.6. Put in the right forms of the verbs in the Past Perfect and Future Perfect Active:
- •3.7. Compare the translation of the sentences. Pay attention to the different forms of the Passive Voice:
- •3.8. Put in the right prepositions:
- •IV. Grammar Review
- •4.1. Point out sentences with the Simple Passive in the text.
- •4.2. Change the active sentences to the passive ones:
- •V. Brush up your talk
- •5.1. Read the proverb and say:
- •5.2. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •5.3*. Role-play the following situations:
- •1.3. State the part of speech and translate it into Russian:
- •1.4. Analyze the use of modal verbs and their equivalents. Translate the following sentences:
- •II. Reading
- •III. After you have read
- •3.1. Say what is true and what is false. Correct the false statements:
- •3.2. Fill in the blanks with words from the text:
- •3.3. Substitute the modal verbs for the possible equivalents:
- •3.4. Insert the modal verbs may or can:
- •3.5. Insert the necessary modal verb or its equivalent:
- •IV. Grammar Review
- •4.1. Make up 5 general and 5 special questions to the text.
- •4.2. Give the negative and question form of the following sentences. Some sentences are false:
- •4.3. Point out the sentences with the Passive Voice in the text.
- •1.5. Analyze the use of modal verbs and their equivalents. Translate the following sentences:
- •II. Reading
- •III. After you have read
- •3.1. Say what is true and what is false. Correct the false statements:
- •3.2. Fill in the blanks with words from the text:
- •3.3. Substitute the modal verbs for the possible equivalents:
- •3.4. Insert the modal verbs may or can:
- •3.5. Insert the necessary modal verb or its equivalent:
- •IV. Grammar Review
- •4.1. Make up 5 general and 5 special questions to the text.
- •4.2. Give the negative and question form of the following sentences:
- •4.3. Point out the sentences with the Passive Voice in the text.
- •V. Speaking
- •5.1. Answer the following questions:
- •5.2. Speak about Karl Benz using his profile:
- •5.3. Use the following phrases and word combinations to retell the text:
- •1.5. Analyze the use of modal verbs and their equivalents. Translate the following sentences:
- •II. Reading
- •III. After you have read
- •3.1. Choose the right variant:
- •3.2. Make up a sentence of two parts:
- •3.3. Substitute the modal verbs for the possible equivalents:
- •3.4. Insert the modal verbs may or can:
- •3.5. Insert the necessary modal verb or its equivalent:
- •IV. Grammar Review
- •1.2. Remind some proper and geographical names. Translate them:
- •1.3. State the part of speech:
- •1.4. Translate into Russian the following words and word combinations:
- •1.5. Give the verb for the following nouns:
- •1.6. Translate the following sentences paying attention to the verbs to be and to have. Explain its usage:
- •1.7. Translate the following word combinations in different forms of Participle:
- •II. Reading
- •III. After you have read
- •3.1. Choose the right variant (use the information taken from the texts 1 and 2):
- •3.2. Arrange the sentences according to the order in the text English as a World Language, Part II:
- •3.3. Make up adjectives:
- •3.8. Put the word in brackets into the appropriate form of participle:
- •3.9. Complete the sentences:
- •IV. Grammar Review
- •4.3. Translate the text into Russian. Ask different types of questions to it:
- •V. Speaking
- •5.1*. Read and translate the following statements and jokes about English. Whose opinion do you appreciate best? Why?
- •5.3. Tell about the English as a World Language using all information you have got.
- •I. Reading for specific information
- •1.1. Make sure you know the words given in the text in bold.
- •1.2. Read the following words properly:
- •II. Reading
- •III. After you have read
- •3.1. Read the text to find answers to the following questions:
- •3.2. Fill in the schedule:
- •I. Before you read
- •1.1. Pronounce the following words properly:
- •1.2. Words and expressions to learn:
- •1.3. Translate the following expressions. Make up sentences with them:
- •1.4. Choose the right variant of the article:
- •1.5. Put the following adjectives in the comparative and the superlative degrees:
- •1.6. Translate the sentences paying attention to the degrees of comparison:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.3. Put questions to the underlined parts of the sentences:
- •3.4. Fill in the blanks with the prepositions. Mark the sentences giving you new information about Great Britain:
- •3.5. Translate the following combinations of words with Participle I and Participle II:
- •3.6. Make up sentences:
- •3.7. Read, translate and analyze the sentences paying attention to the Participles:
- •3.8. Translate into Russian paying attention to the Participle Constructions:
- •3.9. State the functions of the words with -ed and translate the sentences:
- •3.10. Fill in the blanks with articles where necessary. Explain the use of the articles with geographical names:
- •3.11. Find in the text sentences with the Simple Passive.
- •IV. Brush up your talk
- •4.1. Read the proverb and comment it:
- •4.2. Read the dialogue. Learn the dialogue by heart:
- •4.3. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •V. Speaking
- •I. Before you read
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Translate the following sentences from Russian into English:
- •3.3. Speak on the geographical location of the usa.
- •3.4. Say some words about the climate of the country.
- •3.5. Name the natural and mineral resources.
- •3.6. Say what is true and what is false. Specify your answer using the text:
- •3.7. Make up the plan of the text.
- •3.9. Form Participle II out of the following words and choose suitable nouns:
- •3.10. Read, translate and analyze the sentences paying attention to the Participles Constructions:
- •3.11. Translate into English:
- •4.5. Read and dramatize the dialogues with your partners. Make up your own dialogues on these models:
- •4.6. Name three places in English speaking countries you would like to live in and write three reasons that make you want to live there.
- •5.8*. Fill in the table about English speaking countries:
- •I. Before you read
- •1.1. Pronounce the words properly:
- •1.2. Remind some geographical names and translate them:
- •1.3. State the part of speech and translate into Russian:
- •1.5. Make up adjectives with the prefix un-. Translate them into Russian:
- •1.6. Find the Russian equivalents for the following:
- •1.7. Make up all possible forms of the Infinitive from the following verbs:
- •1.8. State the form and the function of the Infinitive. Translate the sentences:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Look through the text again and say what is true and what is false? Correct the false statements:
- •3.3. Arrange the sentences according to the order in the text:
- •3.4. Make up your own sentences (not taken from the text) with the following word-combinations. Pay attention to the usage of the Infinitive:
- •3.5. Put the verb in the brackets into the appropriate form of Infinitive. Pay attention to the Passive and Active Voice and using of to. State the function of the Infinitive:
- •3.6. Translate the sentences with the Complex Object and Complex Subject into Russian:
- •3.7. Transform these sentences using the Complex Subject with the verb in the appropriate form. Translate them:
- •3.8. Complete the sentences using the Complex Object:
- •4.4. Look through the text and point out the sentences with the Passive Voice. Give the negative and question forms.
- •5.2. Retell the text using all information you have got.
- •5.3*. Make projects. Use tips given in the appendix 1:
- •I. Before you read
- •1.5. Make up all possible forms of the gerund from the following verbs:
- •1.6. Translate the sentences, state the form and function of the Gerund:
- •II. Reading
- •III. After you have read
- •3.1. Match the parts of the sentences:
- •3.2. Make up questions to the following phrases:
- •3.3. Point out the positive and negative aspects of the globalization. They are mixed up:
- •3.4. Complete the sentences using the Indefinite Gerund:
- •3.5. Complete the sentences using the Perfect Gerund:
- •3.6. Open the brackets using the correct form of the Gerund. State the function of the Gerund:
- •3.7. Choose the right preposition:
- •IV. Grammar Review
- •4.1. Find in the text the sentences with the Infinitive, Complex Subject and Participle.
- •4.2. Put the verbs in brackets in the Infinitive or the Gerund form:
- •V. Speaking
- •5.1. Read the following quotes of different people about globalization. What is their position towards the globalization (pro, contra, indifferent, anxious)? What opinion do you agree with?
- •5.3*. Questions to discuss:
- •I. Before you read
- •1.1. Make sure you know the words given in the text in italics.
- •1.2. Read and translate the names of the international organizations properly:
- •II. Reading
- •2.1. Fill in the schedule:
- •2.1. Answer the following questions:
- •I. Before you read
- •3.1. Make up sentences from these words:
- •3.2. Choose the right version:
- •3.3. Fill in the gaps with the information taken from the text:
- •3.4. Match one of the six principal organs of uno with its fun-ction:
- •3.5. State the principal and secondary parts of the following simple sentences:
- •4.2. Find in the text the sentences with the Gerund, Participle and Infinitive.
- •4.3. Translate the sentences paying attention to the verbs to have, to be:
- •V. Speaking
- •III. After you have read
- •3.1. Agree or disagree with the following statements (True/False):
- •3.2. Make up sentences from these words:
- •3.3. Find the synonyms:
- •3.4. State the English for:
- •5.2. Make up the presentations on the topic «Non-governmental organizations». Use tips given in the appendix 1.
- •I. Before you read
- •1.1. Pronounce the words properly:
- •1.2. Find out all international words in the text.
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Look through the text again and say what is true and what is false? Correct the false statements:
- •3.3. Write the plan of the text.
- •3.4. Read and analyze the sentences with the Object Clause:
- •3.5. Read and translate the sentences with the Attribute Clause:
- •3. 6.* Read the sentences with the Attribute Clause. Fill in the suitable connecting words:
- •3.7. Find out some sentences with Clauses in the text. Analyze them.
- •IV. Grammar Review
- •4.1. Write down these sentences using the Present or Future Perfect Tense. Translate them into Russian:
- •4.2. Translate the time prepositions in brackets:
- •4.3. Change the active sentences to the passive ones:
- •4.4. Translate the sentences with the Absolute Participle Construction from English into Russian:
- •V. Speaking
- •5.1. Speak about:
- •5.2. Speak about Hubble Space Telescope using all information you have got.
- •5.3. Discuss these questions with your partner:
- •5.4*. Role-play the following situations:
- •I. Before you read
- •1.6. State the adjectives and translate them:
- •II. Reading
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Find the English equivalents in the text:
- •3.3. Look through the text again and say what is true and what is false? Correct the false statements:
- •3.4. Write the plan of the text.
- •3.5. Give the summary of the text.
- •3.6. Read and translate the sentences with the Adverbial Clause. State the types of the sentences with the Adverbial Clause:
- •3.7. Fill in the suitable connecting words:
- •3.8. Choose the suitable connecting word from the given in brackets:
- •IV. Speaking
- •4.1. Speak about:
- •4.2. Speak about information technologies and their application in our daily lives using all information you have got.
- •4.3. Discuss these questions with your partner:
- •4.4*. Role-play the following situations:
- •III. After you have read
- •3.1. Answer the following questions:
- •3.2. Fill in the gaps:
- •3.3. Write the plan of the text.
- •3.4. Give the summary of the text.
- •3.5. Read and translate the sentences with the Abverbial Clause. State the types of the sentences with the Abverbial Clause:
- •3.6. Read, translate and analyze the sentences with the Clause paying attention to the word that:
- •3.7. Read, translate and analyze the sentences with the Clause:
- •IV. Grammar Review
- •4.1. Put the following sentences into the Past Continuous and Future Continuous Tenses adding necessary adverbs or time attributives:
- •4.2. Put the sentences into the interrogative and negative forms:
- •4.3. Find the sentences with the Infinitive in the text and state its function.
- •4.4. Translate the sentences paying attention to the complex forms of the Gerund and the Gerundial Constructions:
- •V. Speaking
- •Appendix 1 How to make a good presentation
- •How to address
- •How to start giving ideas on the topic concerned
- •How to proceed the main idea
- •Presentation Evaluation
- •Appendix 2 Supplementary reading
- •To be read after Unit 9 The importance of learning foreign languages
- •Английский язык для бакалавров
- •302030, Г. Орел, ул. Московская, 65.
- •Английский язык для бакалавров
3.4. State the English for:
Единственное средство передвижения; продал свою долю в компании; неожиданно вышел на сцену; доходы увеличивались каждые четыре месяца; штат разработчиков компьютера и серийное производство; наградил медалями за вклад в развитие технического прогресса; долгосрочный спад; больничный; связанная с новой производственной стратегией «сборка по заказу»; отказ от слова «компьютер»; синхронизация контента; долгожданный; подвергся критике; предыдущая попытка; с момента запуска.
3.5. Point out from the text compound and complex sentences.
3.6. Find in the text the Attribute and Object Clauses.
3.7. Analyze the structure of the following sentences:
1. Steve Jobs had the idea of selling the computer.
2. The Macintosh was the first personal computer to be sold without a programming language at all.
3. By the end of the 1970s, Apple had a staff of computer designers and a production line.
4. In 2011 Jobs announced that he would take the medical leave for an indefinite period.
5. The same year Jobs founded NeXT Inc. which had no significant success.
3.8. Translate the sentences into the Russian. State the type of the Clauses:
1. Why he did not come is still not known.
2. What’s worrying me now is the state of her health.
3. Whether he’ll agree is another question.
4. The trouble is that we’ve got very little time.
5. That’s what I want to tell you.
6. He uses new programs which he usually downloads on the Internet.
7. Do you remember where he lives?
8. I can’t understand what you are laughing at.
9. They said that they did all the tasks.
10. I don’t know when he will come.
IV. Grammar review
4.1. Point out from the text sentences with the Passive Voice.
4.2. Find in the text a sentence with the Complex Object.
4.3. Find in the text sentences with the Infinitive, Gerund and Participle. State their functions.
V. Speaking
5.1*. The Apple logo is one of the most famous logos in the world. There are many theories about this logo and many of them are vaguely accurate. Read the interview with Rob Janoff, the designer of the original Apple logo. Say what was the real version of creating the Apple logo? What other questions would you ask Rob Janoff?
Reporter: When did you design the original Apple logo with the colourful stripes?
Rob Janoff: Early 1977. The agency got the account (Apple) sometime January. The logo was introduced with the new product Apple II in April of that year.
R.: Were you working for an agency at the time?
R.J.: Yes, I was working for an advertising and public relations agency called Regis McKenna and I was an art director.
R.: Have you met Steve Jobs?
R.J.: Sure. The first time must have been that first year. It was before he was getting his company started. So it was just Steve Jobs, Steve Wozniak and Mike Markkula. His was the elder guy who controlled these young entrepreneurs. And I think it's because Mike Markkula is how the account wound up at our agency. He was friends with my boss Regis McKenna.
R.: Did you get a brief from them?
R.J.: Really there was no brief. But the really funny thing was the only direction we got from Steve Jobs is: «don’t make it cute». There were briefs on subsequent jobs. First there was the logo, then there was in introductory ad and a sales brochure for the upcoming introduction. But it was pretty lose at that time. There was a previous logo to my logo. It was a logo done by Ron Wayne who was a very brief partner of Steve . He later took a buy-out, because he was a little concerned about the financial obligations he might have. He had a young family and the other guys didn’t. Ron did a pen and ink drawing of Sir Isaac Newton sitting under an Apple tree with a poem all around the border. And, I think when Steve Jobs started to get serious about the Apple II and getting a prototype for the design of the shell he realized that logo would not do. So he needed a new logo.
R.: How many versions did you do for the presentation?
R.J.: We presented two versions of the logo. One with and one without the bite. Just in case he thought the bite was too cute. Striped version, solid colour version, metallic version. All those with the same shape.
R.: So even then you knew you needed a solid colour version and a metallic version?
R.J.: When you’re doing printing of either one or two color you need to have some way to go and I realized that the stripes would not always get it. The stripes really didn’'t work as a greyscale halftone.
R.: Do the colours represent the hippy culture, which was in fashion at the time?
R.J.: Partially it was a really big influence. Both Steve and I came from that place, but the real solid reason for the stripes was that the Apple II was the first home or personal computer that could reproduce images on the monitor in color. So it represents color bars on the screen. Also, it was an attempt to make the logo very accessible to everyone, especially to young people so that Steve could get them into schools.
R.: At the time most logos were single colour or 2 colour logos. Anybody fought against the colour stripes?
R.J.: Steve liked the idea, because he liked things that were outside the box. And, it’s not so revolutionary now, but it was a little different then. However I got a lot of opposition from one of the higher account executives at agency. He was sort of working against me on the meeting where I presented the work to Steve. He made a comment that if this new company went ahead and produced stationary in all these colors they will go bankrupt before they start the business. That was kind of the attitude that I was facing from the agency. But Steve liked it right off. He’s a perceptive guy as we later learned and he liked the uniqueness of it as well.
R.: What does the bite in the apple represents? Is it a reference to a computing term byte? Is it a reference to the biblical event when Eve bit into the forbidden fruit? Is the fruit itself referencing the discovery of gra-vity by Newton when an apple fell on his head while sitting under the tree?
R.J.: They are really interesting, but I’m afraid it didn’t have a thing to do with it. From a designer’s point of view and you probably experienced this, one of the big phenomena is having the experience of designing a logo for whatever reasons you design it, and years later you find out supposedly why you did certain things.
R.: Is it possible you were influenced subconsciously by these stories?
R.J.: Well, I’m probably the least religious person, so Adam and Eve didn’t have anything to do with it. The bite of knowledge sounds fabulous, but that’s not it. And, there is a whole lot of other lure about it. Anyway, I explain the real reason why I did the bite. I designed it with a bite for scale, so people get that it was an apple not a cherry. Also it was kind of iconic about taking a bite out of an apple. It goes across cultures. If anybody ever had an apple he probably bitten into it .It was after I designed it, that my creative director told me: «Well ,you know, there is a computer term called byte». And I was like: «You’re kidding!» So, it was like perfect, but it was coincidental that it was also a computer term. At the time I had to be told everything about basic computer terms.
R.: You obviously didn’t design the logo on computer?
R.J.: Actually, and it’s a revelation to a lot of young designers. I get e mails about the logo all the time asking me questions about the logo from all over the world and it’s really kind because it's not something every designer gets a chance to talk to everybody because of some work you did. And, people ask me: did you design it on a computer? And of course at the time computers couldn't really do that for me. It was only years later till the Mac was designed, developed and refined that I even start working on a computer. At the time it was all pencil and paper, glue and cut paper, pens and all that stuff.
R.: How does it feel to see your logo everywhere?
R.J.: It’s a real unique experience. It’s kind of a personal thing. It’s kind a like having a kid. I am very proud of it.
R.: Do you like the changes Apple made to your original design over the years?
R.J.: Yes, I do. The stripes served their purpose and they are definitely dated. I think it’s very important that a product like Apple keeps very up-to-date and the company has fabulous designers working for him in industrial design and graphic design. I feel great that it’s still the same basic silhouette even though it went through lots and lots of changes. The apple shape changed slightly from my original design in the early 80’s. The design firm Landor & Associates made the changes. They brightened the colours, they made the shapes much more symmetrical, much more geometric. When I designed it I pretty much did it freehand. I often think to myself why didn’t I do that. It's because it wasn’t where I was coming from at the time. I think they did a great job and it will be fascinating to see the next iteration and how it works out.
R.: What other projects are you proud of?
R.J.: People assume that I continued in a pure design mode and did lot more logos. I did some logos, but my career path is more about adverti-sing, which meant print and TV advertising. As far as image or logo type of thing there is really nothing that tops or comes close to the Apple logo. It’s kind of a problem when you do something that so well known, so early on in your career. It’s all downhill from then. I was proud of all the things I was involved in.
R.: Do you use Macs today? Do you still work?
R.J.: I’d really like to retire, but in this economy I really can’t. I do work on a Mac, it's all I ever worked on. I would not know what to do with a left click and a right click. Been brand loyal all the way, even though the products cost a little bit more. I wouldn’t think of using anything else. Plus, for graphics and design Apple has it all over Microsoft.
R.: Can you tell me a favourite logo of yours that is not designed by you?
R.J.: There is a lot. I really do like other classic designs. Volkswagen because it's very clear what it is and it’s been around for so long. I’m trying to think of other logos that incorporated the multicolor and I thought of NBC logo. I like logos with a relationship with positive and negative spaces, where something is revealed.
R.: Thank you so much for the interview!