The Reading / Listening - Company Logos - Level 4

Mastercard is removing its name from its logo. It will have a logo that has no writing. Mastercard traditionally used a logo that had overlapping yellow and red circles and the word "Mastercard". It will drop the word "Mastercard" in its new, wordless logo. The new logo will be the symbol on its credit cards, in stores and at sports events. The company said over 80 per cent of people instantly recognized the new logo without the word "Mastercard".



Mastercard did a lot of research on how recognizable the new wordless logo was. It is part of a strategy to move from being a credit card company to a digital payments company. There are many logos that have no words. Apple's bitten apple logo and Nike's swoosh are examples. Logos of smartphone apps are symbols. A design expert said a small logo on a phone or watch needed to be powerful. He said: "A 10-letter name is kind of a monster."

Try the same news story at these levels:

    Company Logos - Level 5 or  Company Logos - Level 6

Sources
  • https://www.businessinsider.com/mastercard-new-logo-drops-name-2019-1
  • http://fortune.com/2019/01/07/mastercard-drops-its-name-from-company-logo-post-text-future-target-nike-apple/
  • https://www.wsj.com/articles/mastercard-drops-its-name-from-logo-11546858800


Make sure you try all of the online activities for this reading and listening - There are dictations, multiple choice, drag and drop activities, crosswords, hangman, flash cards, matching activities and a whole lot more. Please enjoy :-)



Phrase Matching

Paragraph 1

  1. removing its name
  2. a logo that
  3. Mastercard traditionally
  4. overlapping yellow
  5. The new logo will
  6. sports
  7. people instantly recognized
  8. without the word
  1. used a logo
  2. be the symbol
  3. "Mastercard"
  4. has no writing
  5. the new logo
  6. and red circles
  7. from its logo
  8. events

Paragraph 2

  1. part
  2. a digital payments
  3. Apple's bitten apple logo and Nike's
  4. Logos of smartphone apps
  5. A design
  6. a phone or watch needed to
  7. A 10-
  8. kind of
  1. expert
  2. letter name
  3. company
  4. a monster
  5. swoosh
  6. are symbols
  7. of a strategy
  8. be powerful

Listening — Listen and fill in the gaps

Mastercard (1) ___________________ name from its logo. It will have a logo that has no writing. Mastercard traditionally used a logo that had overlapping (2) ___________________ circles and the word "Mastercard". It will drop the word "Mastercard" in its (3) ___________________. The new logo will be (4) ___________________ its credit cards, in stores and at sports events. The company (5) ___________________ per cent of people instantly recognized the new logo (6) ___________________ "Mastercard".

Mastercard did a lot (7) ___________________ how recognizable the new wordless logo was. It is part (8) ___________________ to move from being a credit card company to (9) ___________________ company. There are many logos that have no words. Apple's (10) ___________________ and Nike's swoosh are examples. Logos of smartphone (11) ___________________. A design expert said a small logo on a phone or watch needed to be powerful. He said: "A 10-letter name is kind (12) ___________________."

Put a slash (/) where the spaces are

Mastercardisremovingitsnamefromitslogo.Itwillhavealogothathasn
owriting.Mastercardtraditionallyusedalogothathadoverlappingyello
wandredcirclesandtheword"Mastercard".Itwilldroptheword"Master
card"initsnew,wordlesslogo.Thenewlogowillbethesymbolonitscredit
cards,instoresandatsportsevents.Thecompanysaidover80percentof
peopleinstantlyrecognizedthenewlogowithouttheword"Mastercard"
.Mastercarddidalotofresearchonhowrecognizablethenewwordlesslo
gowas.Itispartofastrategytomovefrombeingacreditcardcompanyto
adigitalpaymentscompany.Therearemanylogosthathavenowords.A
pple'sbittenapplelogoandNike'sswooshareexamples.Logosofsmartp
honeappsaresymbols.Adesignexpertsaidasmalllogoonaphoneorwat
chneededtobepowerful.Hesaid:"A10-letternameiskindofamonster."

Student survey

Write five GOOD questions about this topic in the table. Do this in pairs. Each student must write the questions on his / her own paper. When you have finished, interview other students. Write down their answers.

(Please look at page 12 of the PDF to see a photocopiable example of this activity.)

Discussion — Write your own questions

STUDENT A’s QUESTIONS (Do not show these to student B)

(a) ________________

(b) ________________

(c) ________________

(d) ________________

(e) ________________

(f) ________________

(g) ________________

(h) ________________

STUDENT B’s QUESTIONS (Do not show these to student A)

(i) ________________

(j) ________________

(k) ________________

(l) ________________

(m) ________________

(n) ________________

(o) ________________

(p) ________________





Free writing

Write about this topic for 10 minutes. Comment on your partner’s paper.

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Answers

(Please check your answers against the article above.

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