II. Vocabulary

logotype[lɒɡəʊˌtaɪp] purpose[ˈpɜːpəs] via[ˈvaɪə] mark[mɑːk] shape[ʃeɪp] font[fɒnt] signature[ˈsɪɡnətʃə] distinctive[dɪˈstɪŋktɪv] appropriate[əˈprəʊpriət] recognizable[ˈrekəɡˌnaɪzəbəl] memorable[ˈmemərəbl] timeless[ˈtaɪmləs] unexpected[ˌʌnɪkˈspektɪd] unique[juːˈniːk] target [ˈtɑːɡɪt] audience[ˈɔːdiəns] swoosh[swuːʃ] 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

1. 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

1. A logo is not just a m… .

2. 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.

4. A logo is a flag, as…, a street sign.

5. A good logo is d…, a…, practical, graphic and simple in form.

6. Simplicity makes a logo design easily r… .

7. An effective logo design should be m… .

8. An effective l… works across a variety of media and applications.

9. Childish font & color scheme would not be so a… for a law firm.

10. Nike is something perfect for a sporting a… business.