What’s in a logo?
There are now many products and services on the market which are similar in content but produced by different companies. It is vital, therefore, for a company to distinguish itself from its competitors by having a strong company image which is immediately recognisable. Logos are part of this image. They are symbols which often include a name or initials to identify a company. The logos of large international companies are instantly recognisable throughout the world. One of the most famous logos is that of Coca Cola. The design of the words „Coca Cola” has not changed since 1886, although the surrounding design has been changed from time to time. Many companies have, over the years, renewed their logos to fit in with contemporary design and to present more powerful images. Company logos can be emotive and can inspire loyalty by influencing the subconscious. Some logos incorporate an idea of the product; the steering wheel in the Mercedes logo, for example, and the aeroplane tail of Alitalia. Logos are used on letterheads, packaging and brochures as well as on the product itself. They may also appear in newspapers or on television as part of an advertising campaign. Companies need to have a strong corporate identity. The logo helps to promote this image and to fix it in the minds of the consumers. Logos, therefore, need to be original and to have impact and style.
Ex.1 Find in the text expressions which mean:
Ex.2 Complete these phrases with the verbs from the box:
appear / distinguish / fit / fix / have / identify / incorporate
1. to ______________ yourself from competitors
2. to ______________ a company by its logo
3. to ______________ in with contemporary design
4. to ______________ an idea of the product
5. to ______________ in newspapers and on television
6. to ______________ a strong corporate identity
7. to ______________ it in the minds of consumers
Ex.3 Say these sentences in English using some expressions from the previous exercises:
1. Dzięki naszemu wizerunkowi chcemy odróżniać się od konkurentów.
2. Konsumenci mogą łatwo rozpoznawać naszą firmę po jej logo.
3. Aby zakorzenić się w umysłach konsumentów pojawiamy się w gazetach i w telewizji.
I know English idioms!
Today a few “colourful” idioms:
- Our boss sees everything in black and white. (= either good or bad)
- We sold some cigarettes on the black market during our travels. (= illegally)
- The company finally has the green light to start the project. (= the signal to start)
- Our company is finally out of the red we are finally making money. (= out of debt)
We have read in this lesson’s text about the role of logos for companies to distinguish themselves from others. To express this idea we can also use a phrasal verb: “stand out from” (=wyróżniać się). Let’s observe it in these examples:
The black lettering really stands out on that orange background.
We had lots of good applicants for the job, but one stood out from the rest.
Let’s study these sentences: “It is vital, therefore, for a company to distinguish itself from its competitors by having a strong company image…”, “Logos, therefore, need to be original and to have impact and style.” Both sentences use the same linking word “therefore” which expresses result and can be translated as: “jako że, stąd, dlatego”. We must also remember that it is a rather formal word and is rarely used in spoken English.
service – usługa
market – rynek
content – zawartość
to distinguish yourself – odróżnić się
competitor – konkurent
image – wizerunek
immediately, instantly – natychmiast
recognisable – rozpoznawalny
to include – zawierać
initials – inicjały
throughout – wszędzie na
surrounding – otoczenie
to renew – odnowić
to fit in with sth – wpasować się w
contemporary – współczesny
powerful – mocny, silny
emotive – budzący emocje
to inspire – tu: rozbudzać
loyalty – lojalność
to influence – wpływać na
subconscious – podświadomość
to incorporate – wcielać
steering wheel – kierownica
aeroplane tail – ogon samolotu
letterhead – nagłówek
packaging – opakowanie
brochure – broszura, prospekt
to appear – pojawiać się
advertising campaign – kampania reklamowa
corporate identity – tożsamość korporacyjna
to promote – promować
to fix -tu: zakorzenić
mind – umysł
therefore – stąd, dlatego
1. services 2. competitor 3. image 4. initials 5. loyalty 6. letterhead 7. consumer
1. to distinguish yourself from competitors 2. to identify a company by its logo 3. to fit in with contemporary design 4. to incorporate an idea of the product 5. to appear in newspapers and on television 6. to have a strong corporate identity 7. to fix it in the minds of consumers
1. Thanks to our image we want to distinguish ourselves from competitors.
2. Consumers can easily recognize our company by its logo.
3. To fix ourselves in the minds of consumers we appear in newspapers and on television.