The Reading / Listening - Company Logos - Level 6

The world-famous credit card company Mastercard is removing its name from its company logo. It will follow the likes of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo that had overlapping yellow and red circles with the word "Mastercard" written over the top. The company has decided to drop the word "Mastercard" and use just the two intersecting circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on advertising at sports and other events. The company's marketing officer said over 80 per cent of people spontaneously recognized the new symbol without the word "Mastercard".



Mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name being on it. The new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company. The world is now full of instantly recognizable logos that contain no words. Apple's bitten apple logo and Nike's swoosh are prime examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about maximizing the effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small piece of real estate on a very small piece of glass....A 10-letter name is kind of a monster."

Try the same news story at these easier levels:

    Company Logos - Level 4  or  Company Logos - Level 5

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 :-)



Warm-ups

1. COMPANY LOGOS: Students walk around the class and talk to other students about company logos. Change partners often and share your findings.
2. CHAT: In pairs / groups, talk about these topics or words from the article. What will the article say about them? What can you say about these words and your life?
       world-famous / credit card / logo / circles / word / brand / symbol / marketing /
       research / strategy / transition / digital payments / financial services / smartphone
Have a chat about the topics you liked. Change topics and partners frequently.
3. WORDLESS: Students A strongly believe logos are better if they are wordless; Students B strongly believe logos with words are better.  Change partners again and talk about your conversations.
4. MY LOGOS: What kind of logo would you design for these things in your life? Complete this table with your partner(s). Change partners often and share what you wrote.

 

Logo

Why?

You

 

 

Your town

 

 

Your family

 

 

Your school / company

 

 

Your country

 

 

The world

 

 

MY e-BOOK
ESL resource book with copiable worksheets and handouts - 1,000 Ideas and Activities for Language Teachers / English teachers
See a sample

5. COMPANY: Spend one minute writing down all of the different words you associate with the word "company". Share your words with your partner(s) and talk about them. Together, put the words into different categories.
6. LOGOS: Rank these with your partner. Put the best logos at the top. Change partners often and share your rankings.

  • Mastercard
  • World Wildlife Fund
  • United Nations
  • Ferrari
  • Apple
  • Twitter
  • Shell
  • Nike

 

Vocabulary

    Paragraph 1

      1. the likes of a. Covering part of the same area.
      2. symbol b. Someone or something regarded as a (similar) type.
      3. overlapping c. Abandon; no longer use.
      4. drop d. A type of product manufactured by a particular company under a particular name.
      5. brand e. A shape or sign used to represent something such as an organization.
      6. spontaneously f. Identify someone or something from having encountered them (it) before.
      7. recognize g. As a result of a sudden impulse and without thinking or planning first.

    Paragraph 2

      8. conducted h. Covering or affecting a large area.
      9. extensive i. Of first importance; main.
      10. strategy j. Organized and carried out.
      11. transition k. A plan of action or policy designed to achieve a major or overall aim.
      12. prime l. A person who has a comprehensive and authoritative knowledge of or skill in a particular area.
      13. expert m. Undergo or cause to undergo a process or period of change.
      14. real estate n. Property consisting of land or buildings; and area of something (valuable) that people own.

 

Before reading / listening

1. TRUE / FALSE: Read the headline. Guess if 1-8 below are true (T) or false (F).

  1. Mastercard is following the likes of Apple by having a wordless logo.     T / F
  2. Mastercard's logo has a red circle and an orange circle.     T / F
  3. Mastercard's new logo will not be used on its credit cards.     T / F
  4. More than 80% of people recognized Mastercard's new wordless logo.     T / F
  5. Mastercard spent 20 years doing research on its new logo.     T / F
  6. Mastercard wants to change to be a digital payments company.     T / F
  7. Most of the logos on apps on our smartphones contain words.     T / F
  8. A design expert said a wordless logo is like a monster.     T / F

2. SYNONYM MATCH: Match the following synonyms from the article.

  1. removing
  2. drop
  3. logo
  4. stores
  5. spontaneously
  6. extensive
  7. recognizable
  8. strategy
  9. prime
  10. piece
  1. thorough
  2. emblem
  3. bit
  4. action plan
  5. abandon
  6. typical
  7. deleting
  8. without thinking
  9. identifiable
  10. shops

3. PHRASE MATCH: (Sometimes more than one choice is possible.)

  1. removing its name from
  2. It will follow the
  3. overlapping yellow
  4. use just the two intersecting
  5. people spontaneously recognized
  6. Mastercard conducted extensive
  7. transition from being
  8. full of instantly
  9. A design
  10. a very small piece
  1. research
  2. circles
  3. of real estate
  4. the new symbol
  5. a credit card company
  6. its company logo
  7. expert
  8. and red circles
  9. recognizable logos
  10. likes of Apple and Nike

Gap fill

Put these words into the spaces in the paragraph below.
overlapping
advertising
likes
symbol
recognized
removing
wordless
drop

The world-famous credit card company Mastercard is (1) ____________ its name from its company logo. It will follow the (2) ____________ of Apple and Nike to have a logo that has a (3) ____________ only and no writing. Mastercard had traditionally used a logo that had (4) ____________ yellow and red circles with the word "Mastercard" written over the top. The company has decided to (5) ____________ the word "Mastercard" and use just the two intersecting circles as a (6) ____________ logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on (7) ____________ at sports and other events. The company's marketing officer said over 80 per cent of people spontaneously (8) ____________ the new symbol without the word "Mastercard".

Put these words into the spaces in the paragraph below.
digital
prime
estate
extensive
monster
contain
strategy
maximizing

Mastercard conducted (9) ____________ research for more than 20 months on how recognizable the new logo would be without its name being on it. The new logo is part of a wider (10) ____________ to transition from being a credit card company to a (11) ____________ payments and financial services company. The world is now full of instantly recognizable logos that (12) ____________ no words. Apple's bitten apple logo and Nike's swoosh are (13) ____________ examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about (14) ____________ the effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small piece of real (15) ____________ on a very small piece of glass....A 10-letter name is kind of a (16) ____________."

Listening — Guess the answers. Listen to check.

1) world-famous credit card company Mastercard is removing its name from ______
     a.  its companion logo
     b.  its companies logo
     c.  its company logo
     d.  its accompany logo
2)  It will follow the ______ Apple
     a.  like of
     b.  likely of
     c.  ilks of
     d.  likes of
3)  Mastercard had traditionally used a logo that had overlapping yellow ______
     a.  and red circles
     b.  end lead circles
     c.  and red encircles
     d.  and lead encircles
4)  The new logo will be used as the brand's symbol on credit cards ______
     a.  ending stores
     b.  and in stores
     c.  an din stores
     d.  and din stores
5) over 80 per cent of people spontaneously recognized ______
     a.  the new cymbal
     b.  the new symbols
     c.  the new symbolic
     d.  the new symbol

6)  research for more than 20 months on how recognizable the new ______
     a.  logos wood be
     b.  logo wood be
     c.  logos would be
     d.  logo would be
7)  a wider strategy to transition from being a credit card company to ______
     a.  a digitally payments
     b.  a digital payments
     c.  a digitalize payments
     d.  a digitals payments
8)  Apple's bitten apple logo and Nike's swoosh are ______
     a.  prime examples
     b.  crime examples
     c.  grime examples
     d.  rhyme examples
9)  Most of the logos of apps on people's smartphones ______
     a.  are justly symbols
     b.  are just symbols
     c.  are justice symbols
     d.  are adjust symbols
10)  You're trying to optimize for a very small piece ______
     a.  of really estate
     b.  of reality estate
     c.  of real estate
     d.  of realism estate

Listening — Listen and fill in the gaps

The world-famous credit card company Mastercard (1) ___________________ name from its company logo. It will (2) ___________________ of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo (3) ___________________ yellow and red circles with the word "Mastercard" written over the top. The company has decided to drop the word "Mastercard" and use just the (4) ___________________ as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well (5) ___________________ at sports and other events. The company's marketing officer said over 80 per cent of people spontaneously (6) ___________________ symbol without the word "Mastercard".

Mastercard conducted (7) ___________________ more than 20 months on how recognizable the new logo would be without its name being on it. The new logo is part of (8) ___________________ to transition from being a credit card company to a digital payments and financial services company. The world is now (9) ___________________ recognizable logos that contain no words. Apple's bitten apple logo and Nike's swoosh are prime examples. Most of the (10) ___________________ on people's smartphones are just symbols. A design expert spoke about maximizing the effect of a small logo on a phone or watch. He said: "You're trying (11) ___________________ a very small piece of (12) ___________________ a very small piece of glass....A 10-letter name is kind of a monster."

Comprehension questions

  1. What two companies is Microsoft following the example of?
  2. What colour are the two circles on Mastercard's logo?
  3. What kind of pattern did the article say Mastercard's circles form?
  4. What will the new logo be used on?
  5. How many people spontaneously recognized the new, wordless logo?
  6. How long did Mastercard spend researching its new logo?
  7. What kind of payments company is Mastercard transitioning to?
  8. What kind of examples did the article call Apple's logo?
  9. What kind of logos form the apps on smartphones?
  10. What did a design expert call a 10-letter name?




Multiple choice quiz

1)  What two companies is Microsoft following the example of?
a) Visa and Amex
b) Apple and Nike
c) Apple and Amex
d) Visa and Nike
2)  What colour are the two circles on Mastercard's logo?
a) orange and yellow
b) red and orange
c) red and yellow
d) black and white
3)  What kind of pattern did the article say Mastercard's circles form?
a) concentric circles
b) a circular pattern
c) a beautiful pattern
d) intersecting circles
4)  What will the new logo be used on?
a) smartphones
b) credit cards
c) billboards
d) cash registers
5)  How many people spontaneously recognized the new, wordless logo?
a) over 80%
b) under 80%
c) about 80%
d) exactly 80%

6)  How long did Mastercard spend researching its new logo?
a) more than 20 months
b) less than 20 months
c) exactly 20 months
d) about 20 months
7)  What kind of payments company is Mastercard transitioning to?
a) a US-dollar payments company
b) an electronic payments company
c) a cash payments company
d) a digital payments company
8)  What kind of examples did the article call Apple's logo?
a) good examples
b) clear examples
c) prime examples
d) bad examples
9)  What kind of logos form the apps on smartphones?
a) boring logos
b) tiny logos
c) colourful logos
d) symbols
10)  What did a design expert call a 10-letter name?
a) optimization
b) a kind of monster
c) readable
d) prime real estate

Role play

Role  A – Apple
You think Apple's logo is the best logo. Tell the others three reasons why. Tell them what is wrong with their logos. Also, tell the others which is the worst of these (and why): Nike's logo, Ferrari's logo or the United Nations logo.

Role  B – Nike
You think Nike's logo is the best logo. Tell the others three reasons why. Tell them what is wrong with their logos. Also, tell the others which is the worst of these (and why): Apple's logo, Ferrari's logo or the United Nations logo.

Role  C – Ferrari
You think Ferrari's logo is the best logo. Tell the others three reasons why. Tell them what is wrong with their logos. Also, tell the others which is the worst of these (and why): Nike's logo, Apple's logo or the United Nations logo.

Role  D – United Nations
You think the United Nations logo is the best logo. Tell the others three reasons why. Tell them what is wrong with their logos. Also, tell the others which is the worst of these (and why): Nike's logo, Ferrari's logo or Apple's logo.

After reading / listening

1. WORD SEARCH: Look in your dictionary / computer to find collocates, other meanings, information, synonyms … for the words...

'credit'

  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • and 'card'.

  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • ________________
  • • Share your findings with your partners.

    • Make questions using the words you found.

    • Ask your partner / group your questions.

    2. ARTICLE QUESTIONS: Look back at the article and write down some questions you would like to ask the class about the text.

    •Share your questions with other classmates / groups. •Ask your partner / group your questions.

    3. GAP FILL: In pairs / groups, compare your answers to this exercise. Check your answers. Talk about the words from the activity. Were they new, interesting, worth learning…?

    4. VOCABULARY: Circle any words you do not understand. In groups, pool unknown words and use dictionaries to find their meanings.

    5. TEST EACH OTHER: Look at the words below. With your partner, try to recall how they were used in the text:

    • research
    • wider
    • full
    • prime
    • small
    • letter
    • world
    • likes
    • used
    • top
    • stores
    • officer




    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 - Mastercard removes its name from its logo

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

    1. What did you think when you read the headline?
    2. What images are in your mind when you hear the word 'logo'?
    3. What do you know about Mastercard?
    4. What company logos do you like?
    5. Why is a company logo important?
    6. What do you think of the Apple and Nike logos?
    7. Should logos be wordless?
    8. What would it be like to work in marketing?
    9. What makes a great logo?
    10. What bad logos do you know of?

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

    1. Did you like reading this article? Why/not?
    2. What do you think of when you hear the word 'credit card'?
    3. What do you think about what you read?
    4. Will we still use credit cards in the future?
    5. What do you think of the logos on your smartphone?
    6. What would the logo of your family name be like?
    7. What would you be like at designing a logo?
    8. Why is a logo like real estate?
    9. Why is a 10-letter name a "monster" in marketing?
    10. What questions would you like to ask Mastercard's CEO?

    Discussion — Write your own questions

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

    (a) ________________

    (b) ________________

    (c) ________________

    (d) ________________

    (e) ________________

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

    (f) ________________

    (g) ________________

    (h) ________________

    (i) ________________

    (j) ________________





    Language — Cloze (Gap-fill)

    The world-famous credit card company Mastercard is (1) ____ its name from its company logo. It will follow the (2) ____ of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo that had overlapping yellow and red (3) ____ with the word "Mastercard" written over the top. The company has decided to (4) ____ the word "Mastercard" and use just the two intersecting circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on advertising at sports and (5) ____ events. The company's marketing officer said over 80 per cent of people spontaneously recognized the new (6) ____ without the word "Mastercard".

    Mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name (7) ____ on it. The new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company. The world is now full (8) ____ instantly recognizable logos that (9) ____ no words. Apple's bitten apple logo and Nike's swoosh are (10) ____ examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about (11) ____ the effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small piece of real (12) ____ on a very small piece of glass....A 10-letter name is kind of a monster."

    Which of these words go in the above text?

    1. (a)     removal     (b)     removes     (c)     removing     (d)     removed    
    2. (a)     likes     (b)     liked     (c)     likely     (d)     liken    
    3. (a)     circulates     (b)     circles     (c)     circulars     (d)     circuses    
    4. (a)     drab     (b)     drip     (c)     drape     (d)     drop    
    5. (a)     others     (b)     the others     (c)     other     (d)     another    
    6. (a)     symbolize     (b)     symbol     (c)     symbolic     (d)     cymbals    
    7. (a)     being     (b)     been     (c)     be     (d)     begin    
    8. (a)     at     (b)     in     (c)     on     (d)     of    
    9. (a)     contents     (b)     container     (c)     contain     (d)     contains    
    10. (a)     rhyme     (b)     crime     (c)     grime     (d)     prime    
    11. (a)     maximum     (b)     maximizing     (c)     maximal     (d)     maxim    
    12. (a)     estate     (b)     field     (c)     property     (d)     agency

    Spelling

    Paragraph 1

    1. Mastercard is igeonmvr its name
    2. aeppoilnrgv yellow and red circles
    3. two reiettcisngn circles
    4. as well as on gdriiaesntv
    5. The company's tarengkmi officer
    6. recognized the new msylob

    Paragraph 2

    1. Mastercard conducted xetivnees research
    2. part of a wider erttsgay
    3. iagtlid payments
    4. nntiastyl recognizable logos
    5. A design extpre
    6. trying to mipizteo for a very small piece

    Put the text back together

    (...)  top. The company has decided to drop the word "Mastercard" and use just the two intersecting
    (...)  circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in
    (...)  examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about maximizing the
    (...)  being a credit card company to a digital payments and financial services company. The world is now
    (...)  piece of real estate on a very small piece of glass....A 10-letter name is kind of a monster."
    (...)  stores, as well as on advertising at sports and other events. The company's marketing officer said over 80 per cent
    (...)  of people spontaneously recognized the new symbol without the word "Mastercard".
    (...)  Mastercard conducted extensive research for more than 20 months on how recognizable the new
    1  ) The world-famous credit card company Mastercard is removing its name from its company logo. It will follow
    (...)  logo would be without its name being on it. The new logo is part of a wider strategy to transition from
    (...)  traditionally used a logo that had overlapping yellow and red circles with the word "Mastercard" written over the
    (...)  full of instantly recognizable logos that contain no words. Apple's bitten apple logo and Nike's swoosh are prime
    (...)  the likes of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had
    (...)  effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small

    Put the words in the right order

    1. logo   .   removing   name   its   Mastercard   from   its   is
    2. had   overlapping   The   circles   .   yellow   red   logo   and
    3. a   two   The   logo   .   wordless   intersecting   as   circles
    4. the   as   Used   credit   symbol   cards   .   brand's   on
    5. without  symbol   the  spontaneously   word   .  People   recognized  the
    6. extensive  conducted   research   over   months   .  Mastercard   20   for
    7. recognizable   logos   .   instantly   world   is   of   The   full
    8. spoke   the   about   design   A   effect   .   maximizing   expert
    9. for   a   piece   real-estate   .   small   Optimize   of   very
    10. of   name   10-letter   a   A   kind   monster   .   is

    Circle the correct word (20 pairs)

    The world-famous credit card company Mastercard is removal / removing its name from its company logo. It will follow the liking / likes of Apple and Nike to have a logo that has a symbol / symbolism only and no writing. Mastercard had traditionally used a logo that had overlapping yellow and red circles / circulars with the word "Mastercard" written over the stop / top. The company has decided to drop / drape the word "Mastercard" and use just the two interesting / intersecting circles as a wordless logo. The new logo will be used has / as the brand's symbol on credit cards and in stores, as well as on advertising at sports and other / another events. The company's marketing officer said over 80 per cent of people spontaneously recognized the new / newly symbol without the word "Mastercard".

    Mastercard conduction / conducted extensive research for more than 20 months on how recognizable the new logo would be within / without its name being on it. The new logo is part of a width / wider strategy to transition from being / been a credit card company to a digital payments and financial service / services company. The world is now full of instantly recognizable logos that contain / contents no words. Apple's bitten apple logo and Nike's swoosh are prime examples. Most of the logos of apps on people's smartphones are justly / just symbols. A design expert spoke about maximizing the effect of a small logo on / at a phone or watch. He said: "You're trying to optimize for a very small piece of really / real estate on a very small piece of glass....A 10-letter name is kind of a monster / master."

    Talk about the connection between each pair of words in italics, and why the correct word is correct.

    Insert the vowels (a, e, i, o, u)

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    M_s t_r c_r d c_n d_c t_d _x t_n s_v_ r_s__ r c h f_r m_r_ t h_n 2 0 m_n t h s _n h_w r_c_g n_z_b l_ t h_ n_w l_g_ w__ l d b_ w_t h__ t _t s n_m_ b__ n g _n _t . T h_ n_w l_g_ _s p_r t _f _ w_d_r s t r_t_g y t_ t r_n s_t__ n f r_m b__ n g _ c r_d_t c_r d c_m p_n y t_ _ d_g_t_l p_y m_n t s _n d f_n_n c__ l s_r v_c_s c_m p_n y . T h_ w_r l d _s n_w f_l l _f _n s t_n t l y r_c_g n_z_b l_ l_g_s t h_t c_n t__ n n_ w_r d s . A p p l_' s b_t t_n _p p l_ l_g_ _n d N_k_' s s w__ s h _r_ p r_m_ _x_m p l_s . M_s t _f t h_ l_g_s _f _p p s _n p__ p l_' s s m_r t p h_n_s _r_ j_s t s y m b_l s . A d_s_g n _x p_r t s p_k_ _b__ t m_x_m_z_n g t h_ _f f_c t _f _ s m_l l l_g_ _n _ p h_n_ _r w_t c h . H_ s__ d : " Y__ ' r_ t r y_n g t_ _p t_m_z_ f_r _ v_r y s m_l l p__ c_ _f r__ l _s t_t_ _n _ v_r y s m_l l p__ c_ _f g l_s s . . . . A 1 0 - l_t t_r n_m_ _s k_n d _f _ m_n s t_r . "

    Punctuate the text and add capitals

    the world famous credit card company mastercard is removing its name from its company logo it will follow the likes of apple and nike to have a logo that has a symbol only and no writing mastercard had traditionally used a logo that had overlapping yellow and red circles with the word mastercard written over the top the company has decided to drop the word mastercard and use just the two intersecting circles as a wordless logo the new logo will be used as the brands symbol on credit cards and in stores as well as on advertising at sports and other events the companys marketing officer said over 80 per cent of people spontaneously recognized the new symbol without the word mastercard

    mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name being on it the new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company the world is now full of instantly recognizable logos that contain no words apples bitten apple logo and nikes swoosh are prime examples most of the logos of apps on peoples smartphones are just symbols a design expert spoke about maximizing the effect of a small logo on a phone or watch he said youre trying to optimize for a very small piece of real estate on a very small piece of glass a 10 letter name is kind of a monster"

    Put a slash (/) where the spaces are

    Theworld-famouscreditcardcompanyMastercardisremovingitsnam
    efromitscompanylogo.ItwillfollowthelikesofAppleandNiketohavealo
    gothathasasymbolonlyandnowriting.Mastercardhadtraditionallyuse
    dalogothathadoverlappingyellowandredcircleswiththeword"Master
    card"writtenoverthetop.Thecompanyhasdecidedtodroptheword"Ma
    stercard"andusejustthetwointersectingcirclesasawordlesslogo.The
    newlogowillbeusedasthebrand'ssymboloncreditcardsandinstores,a
    swellasonadvertisingatsportsandotherevents.Thecompany'smarke
    tingofficersaidover80percentofpeoplespontaneouslyrecognizedthe
    newsymbolwithouttheword"Mastercard".Mastercardconductedexte
    nsiveresearchformorethan20monthsonhowrecognizablethenewlog
    owouldbewithoutitsnamebeingonit.Thenewlogoispartofawiderstrat
    egytotransitionfrombeingacreditcardcompanytoadigitalpaymentsa
    ndfinancialservicescompany.Theworldisnowfullofinstantlyrecogniz
    ablelogosthatcontainnowords.Apple'sbittenapplelogoandNike'sswo
    oshareprimeexamples.Mostofthelogosofappsonpeople'ssmartphon
    esarejustsymbols.Adesignexpertspokeaboutmaximizingtheeffectof
    asmalllogoonaphoneorwatch.Hesaid:"You'retryingtooptimizeforav
    erysmallpieceofrealestateonaverysmallpieceofglass....A10-lettern
    ameiskindofamonster."

    Free writing

    Write about company logo for 10 minutes. Comment on your partner’s paper.

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    Academic writing

    A logo is the most important part of a company. Discuss.

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    Homework

    1. VOCABULARY EXTENSION: Choose several of the words from the text. Use a dictionary or Google's search field (or another search engine) to build up more associations / collocations of each word.
    2. INTERNET: Search the Internet and find out more about this news story. Share what you discover with your partner(s) in the next lesson.
    3. COMPANY LOGOS: Make a poster about company logos. Show your work to your classmates in the next lesson. Did you all have similar things?
    4. LOGOS: Write a magazine article about company logos not having any writing on them. Include imaginary interviews with people who are for and against this.
    Read what you wrote to your classmates in the next lesson. Write down any new words and expressions you hear from your partner(s).
    5. WHAT HAPPENED NEXT? Write a newspaper article about the next stage in this news story. Read what you wrote to your classmates in the next lesson. Give each other feedback on your articles.
    6. LETTER: Write a letter to an expert on company logos. Ask him/her three questions about them. Give him/her three of your opinions on company logos. Read your letter to your partner(s) in your next lesson. Your partner(s) will answer your questions.

    Answers

    (Please look at page 26 of the PDF to see a photocopiable example of this activity.)

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