UNIT 2

DESIGN
LEARNING OBJECTIVES
Making inferences; using an outline to
Key Reading Skills
take notes

Using your knowledge; understanding key

vocabulary; previewing; reading for main
Additional Reading Skills
ideas; taking notes; identifying purpose;
reading for details; synthesizing

Describing emotional responses;

Language Development
paraphrasing

ACTIVATE YOUR KNOWLEDGE

Work with a partner. Discuss the questions.

1 How many different brands of shoes are in this photo? Can you tell?
Why or why not?
2 If you had to pick one pair of these shoes for yourself, which would you
pick? Why would you pick that one over the others?
3 If the shoes all had a familiar logo, would it be easier to choose?
What does a logo tell you about the product it is on?

34
UNIT 2

35
 READING 1
PREPARING TO READ
1 USING YOUR KNOWLEDGE Find photos of a
professional golfer and a professional
race car and/or driver. Company
logos should be visible on the clothes
and equipment in the photos. Write
the logos you recognize in the correct
column in the chart. Compare lists with
a partner. Discuss which logos are the
most effective and why.

GOLFER RACE CAR

36
 READING 1 2

2 UNDERSTANDING KEY VOCABULARY Read the sentences and write the words in bold next
to the definitions.
1 The judges used specific criteria to rate the performance of the athletes.
2 The initial report said that the business had made a 10% profit last year, but a
subsequent report corrected the amount to 7%.
3 There are just a few news stories in the magazine; most of it is devoted to advertising.
4 My husband likes traditional art and furniture, but I prefer a more contemporary style.
5 The movie is quite violent, so it is not appropriate for young children.
6 Access to food and safe drinking water are both basic human rights.
7 The Red Cross is asking for donations of food and clothing to help victims of
the earthquake.
8 The best way to retain good employees is to pay them a good salary.

a (adj) existing or happening now

b (n) fair and moral treatment that every person deserves
c (adj) next; happening after something else
d (n) money or goods given in order to help people
e (n pl) standards used for judging something
f (v) to keep; to continue having
g (adj) correct or right for a particular situation
h (adj) for one particular purpose

3 PREVIEWING You are going to read a chapter from a marketing textbook about
logos. Work with a partner. Preview the text and discuss these questions.
1 How would you answer the title question?
2 Would you say all of the logos in the text are successful? Why or why not?

37
 1 In 2010, a group of world leaders
got together to bring greater attention
to human rights. They held a design
competition for a logo that any organization
devoted to human rights issues could use.
CHAPTER 5
2 A logo is an efficient visual form that

WHAT MAKES A
conveys an organization’s message. Logos
may seem rather simple. After all, they are
often just a name or very basic image, but

SUCCESSFUL
in fact, designing a good logo takes a lot of
time and thought. So, what were the world
leaders looking for? What are the criteria that
define a good logo? If you ask ten different

LOGO?
graphic designers, you may get ten different
answers. However, there are some common
themes.

3 A good logo is clear and simple. Simple

logos are easy to remember. In studies
where participants were shown hundreds of
unfamiliar logos, the ones they remembered
later all had simple designs. Some designers
advise the use of no more than two colors.

4 A good logo must also be unique so

it won’t be confused with the logo from
another organization. For example, the logo
for IKEA is so familiar that any new logo
in those shades of blue and yellow would
probably remind people of IKEA. A unique
logo also arouses curiosity when people see
it for the first time. They want to know more
about it. When tennis star Novak Djokovic
began wearing shirts by the Japanese
clothing manufacturer UNIQLO, people
unfamiliar with the company became curious
about the odd combination of letters that
make up its logo.

1
retro (adj) having the appearance of something
from the past
2
nonprofit (adj) established for a reason other than
making a profit, often for the arts or for religious or
charitable purposes

38
 READING 1 2

5 Logos should be flexible enough to 8 Once a logo becomes widely

adapt across time and placement. We all recognized, businesses and organizations
remember Apple’s rainbow-colored design, often rely more on the logo than their name.
which worked in the 1970s, but today would The public immediately recognizes the Nike
look retro1. The subsequent gray and black swoosh, McDonald’s golden arches, and
Apple logo looks more contemporary, yet Target’s red and white circles because these
it retains the original design. Designers also logos have become so familiar.
need to consider where the logo will appear.
Will it be on shopping bags? Coffee cups? 9 So, what logo did world leaders hope
Does it need to shrink down to a tiny icon would convey an immediately recognizable
on a digital device, like the Twitter bluebird and unmistakable message of human rights?
or the Facebook f ? Will people be able to They chose Serbian designer Predrag
recognize it from far away on the side of Stakić’s logo, which combines the images of
a truck? a bird and a human hand.

6 More than anything else, a logo needs

to tell a story—to convey the company’s
identity and evoke an emotional response in
the people who see it. But to be successful,
the message and the response must be
appropriate for the organization that the
logo represents. The Toys R Us logo, with
its childish handwriting and backwards R,
conveys a message of fun. It is childlike
and playful. It works for a toy company, but
it probably would not work for a bank or
insurance company.

7 In contrast, the FedEx logo, with the

negative space in its block letters forming
a forward-pointing arrow, looks like serious
business. Its aim is to inspire confidence: We
are a company you can trust your package
to. An emotional response is particularly PROTECTING LOGOS
important for nonprofit2 organizations. The A business can protect its brand name and
World Wide Fund for Nature (WWF) hopes its logo by getting them trademarked. In the
that its iconic black and white panda will United States, this protection is granted by a
resonate with the public and encourage federal agency, the Department of Commerce.
people to make a donation to support its After you register your trademark, no one can
global environmental conservation work use your name or logo without permission.
on saving the endangered species and This is meant to keep your valuable mark off
their habitats as well as reducing people’s fake goods. It also prohibits the trademark’s
footprint for a sustainable future. use in ways that might damage your
company’s image.

39
 WHILE READING
4 READING FOR MAIN IDEASRead the textbook chapter. Then check (✓) the statement
that gives the most complete and accurate description of a good logo.
a A good logo is easy for anybody to recognize and understand. 
b A good logo expresses a company’s identity in a way that is
easy to recognize. 
c A good logo will last forever in the public’s mind. 
d A good logo helps the company to make a profit. 

5 TAKING NOTES Complete the outline with information from Reading 1. Fill in main
ideas, details, and examples. Where the outline has extra spaces for examples,
add some of your own.

Criteria for a successful logo

I. Efficient form of visual communication
A. simple and easy to remember
B. so won’t be confused with other logos.
1. Example:
2.
C. arouse
1. Example:
2. Example:
II. and adaptable
A. across
1. Example:
2. Example:
B.
1. can shrink
Example:
2.
Example:
III.
A.
Example:
B.
Example:

40
 READING 1 2

READING BETWEEN THE LINES

SKILLS
MAKING INFERENCES
Writers often suggest ideas but do not say them directly. In this case, readers need
to infer what the writer means. Inferring meaning is an important reading skill.
Readers combine what the writer says with logic and their own knowledge of the
world to infer the complete meaning of the text.

6 MAKING INFERENCES Work with a partner. Go online and look at the UNIQLO logo.
What about its design aroused so much curiosity, do you think? Write down
some ideas.

7 IDENTIFYING PURPOSE Think of three nonprofit organizations of different types and

look up their logos. What kind of responses do you think they want to evoke with
their logos? Are they successful?
nonprofit response
1
2
3

CRITICAL THINKING
8 Work in small groups. Discuss the questions.
APPLY ANALYZE EVALUATE
Choose one of the logos Think of another logo Is the human rights logo
discussed in Reading 1. that you think is not as successful based on
What story do you think it successful as those in the criteria discussed in
is meant to tell? Reading 1. Describe and Reading 1? Why or
analyze its effectiveness. why not?

COLLABORATION
9 A Work in a small group. Imagine that you work for Maple State Bank and that you
must create a new logo. Your bank serves ordinary families and small businesses in
your city. Design a logo that will relate to your customers and community.
B Present and promote your logo to the class.
C As a class, vote on the best logo and story.

41
 READING 2
PREPARING TO READ
1 USING YOUR KNOWLEDGE   You are going to read a chapter about rebranding and logos.
Look at the table on page 46. Discuss the questions with a partner.
1 Have you ever bought products by the manufacturers on the list of frequently faked
products? Were you concerned that your purchase was a fake?
2 Why do you think the number of fake BIC products is so large?
3 What types of products are the most commonly faked? Why?
4 How might statistics of fake branded items relate to a reading about rebranding
and logos?

2 UNDERSTANDING KEY VOCABULARY   Read the sentences and choose the best definition for each
vocabulary item in bold.
1 There has been tremendous opposition to the new law requiring voters to show a photo
identification card.
a doubts about
b disagreement with
c misunderstandings about
2 The two sisters resemble each other so much that many people think they are twins.
a look like
b sound like
c compete with
3 This clothing brand is designed to appeal to teenage girls and young women.
a send a message to
b sell to
c be interesting or attractive to
4 For a long time, the community resisted the proposal to close our school, but we finally
had to accept it.
a tried to change
b ignored
c fought against
5 For a long time, the government has modified its policy so that more people can apply
for financial aid for college.
a changed somewhat
b renewed
c started

42
 READING 2 2

6 Because I am trying to lose weight, I usually opt for water instead of soft drinks or juice.
a refuse
b choose
c prefer
7 Many people associate specific foods with experiences in their childhood.
a remember in a positive way
b continue thinking about
c make a connection in one’s mind with
8 His role in the company has evolved over the past ten years. He began as a
salesperson, but now he works with clients to build new products just for
their needs.
a become less useful
b developed slowly
c stayed the same

3 PREVIEWING   Preview the reading on pages 44–46. Discuss the questions with a partner.
1 The chapter title uses the word brand to describe an action and adds the prefix re-.
What do you think the process of rebranding involves?
2 Look at the images in this chapter. What role do you think logos might play in the
rebranding process?
3 What are some of your favorite brands of casual clothing and shoes? How do their logos
and advertising relate to their company image?

43
 CHAPTER 6

REBRANDING AND LOGOS

1 Businesses need to be able to change as markets change. To keep up with
changes, they frequently update their brands and advertising in a process called
rebranding. Rebranding often prompts these companies to redesign their logos at
the same time. Take, for example, NBC (the National Broadcasting Company). This
company started in the days of radio, thus the microphone in its original logo from
1944. As it moved into television and then color television, the company adopted
its iconic peacock design in 1956. Since then, it has updated “the Bird” several
times to reflect the tastes and styles of the times.

2 Rebranding and new logo designs may be needed because a company has
changed its focus. For example, Xerox, a company whose primary product was
once photocopiers, wanted to call attention to the fact that it handles a much
wider range of document technology now. Some companies may want to change
their image because there have been some negative associations with their old
one. For example, the logo for oil company British Petroleum (BP) looked like
any sign you might see at a gas station. Customers often associate gasoline with
climate change and a negative impact on the environment, so BP opted for a
“greener” logo, one that resembles a sunflower. Kentucky Fried Chicken wanted
to distance itself from unhealthy fried foods. When it redesigned the product’s
logo, the word “fried” disappeared and only the initials KFC remained.

44
 READING 2 2

3 Some brands simply mature and need a new logo to show this. Many hi-tech
companies, often founded by young entrepreneurs, begin with logos that reflect
the age of their founders. If the companies are successful and begin to appeal to
a wider audience, they may want to modify their logo. Both Spotify and Snapchat
have gone through this process. Spotify’s earlier, youthful logo has recently
evolved into a simple graphic that evokes sound waves. Snapchat’s cute ghost
has lost its silly face, retaining only the figure’s outline.

4 The public generally resists changes to familiar logos at first. However,

opposition to the new design usually dies down after a while, especially if the new
logo retains some familiar elements. For example, the new BP logo kept the color
scheme of the old logo, and the new KFC logo retains the brand’s familiar bearded
face of its founder, Colonel Sanders. If there is too much change, however,
customers may become confused or reject the change. Executives at PepsiCo
found this out when they changed the logo for one of their brands: Tropicana
orange juice. Customers were looking for the familiar orange with a straw; they
did not recognize the product with the new logo as Tropicana. Sales dropped
dramatically, and Tropicana brought back the old logo.

5 A final reason for a new logo design comes from technology. New platforms1
may necessitate modifications. As devices become smaller, logos need to be
simpler and easier to recognize on a small scale. Companies like Airbnb and
PayPal dropped their names and chose simpler graphics for their latest logos so
that users can identify them more easily on their mobile devices.

1
platform (n) the type of system a computer or smartphone uses

45
 6 Changes in technology can place limits on logo designs, but they can also
offer new options. In particular, as more business and personal interactions
take place in digital environments, more companies are creating logos that are
animated and interactive. The foremost example of this is Google’s new logo,
which appeared in 2015. The new logo has the same four basic colors as the
old logo, but it transforms into a number of different images, depending on the
product. For example, at the start of a Google voice search, the logo transforms
into four dots in the Google colors, then into four wiggling lines that look like
sound waves.

7 New logos can be expensive. The sunflower logo cost BP close to

$200 million, and Tropicana lost $33 million on its new logo. Yet, for most
companies, the process can inject new energy into a brand and is therefore
considered worth the investment.

Figure 1 Fake Branded Items Seized by Customs Officials Worldwide, 2014

Brand Items seized

BIC (pens, lighters, etc.) 3,809,000

FIFA (soccer merchandise) 2,261,110

Elite (cameras, clothing, etc.) 1,630.000

Michael Kors (watches, wallets,

1,321,387
etc.)

Walt Disney (character-related

1, 261,977
merchandise)

Adidas (sports shoes and

1,226,488
equipment)

Angry Birds (character-related

1,201,320
merchandise)

Source: World Customs Organization, Nov 2015

46
 READING 2 2

WHILE READING
4 READING FOR MAIN IDEASRead the excerpt on pages 44–46. Then check (✓) all
the circumstances mentioned in the reading that might prompt a company
to redesign its logo.
a The company wants to appeal to younger consumers. 
b Changes in technology require it. 
c The public does not like the old logo. 
d The company wants the public to forget about 
something negative.

5 READING FOR DETAILS Match the reasons for a logo redesign to the company.
1 need to fit logo on mobile devices a British Petroleum
2 company and founders have matured b Google
3 wider range of products c Snapchat
4 opportunities provided by new technology d Xerox
5 negative associations e NBC
6 need to refresh look over time f PayPal

Value Design
Trust

Marketing Logo Brand Advertising

Identitiy
Strategy

47
 SKILLS
USING AN OUTLINE TO TAKE NOTES
Using an outline to take notes on a reading can help deepen your understanding
of the reading and help you remember more of the details. Main ideas provide the
basic organization for an outline, with supporting details listed underneath them.
Outlines do not always need to be formal, like the one on page 40, with numbers,
letters, and single words. You can use a less formal organization to take more
extensive, but less formal, notes.

6 TAKING NOTES Read the article again. Take notes using the informal structure
below. Compare your notes with a partner.

I. Change in focus

II. Brand has matured

III. Problems with rebranding

IV. Impact of changing technology

48
 READING 2 2

READING BETWEEN THE LINES

7 MAKING INFERENCES Work with a partner. Choose the statement(s) that can you infer from
Reading 2. Discuss your reasoning.
a A peacock is immediately associated with the idea of color. 
b The founders of Spotify were young when they started the company. 
c The new BP logo was a success. 
d The face on KFC’s logo is an important element of the brand. 
e Other companies now have animated logos like Google’s. 

CRITICAL THINKING
8 SYNTHESIZINGWork with a partner. Use ideas from Reading 1 and Reading 2 to discuss
the questions.
APPLY ANALYZE EVALUATE
Describe your response Choose one of the pairs How important do you
to a specific logo, and of logos discussed in think a logo is for a brand?
compare it to your Reading 2. Why do you Support your idea with
partner’s. think the company made examples.
the change?

COLLABORATION
9 A Work in a small group. Brainstorm a list of at least three logos that you think are not
attractive or effective. Take notes on your discussion.
B Choose one of the logos to improve. Decide on some changes that would make the
logo better.
C Re-design your logo on a poster board or computer. Present “before” and “after”
versions of the logo to the class, and explain your changes.

49
 LANGUAGE DEVELOPMENT

DESCRIBING EMOTIONAL RESPONSES

1 Study the table of common verb + noun collocations used to describe emotional
responses. Do these expressions describe positive, negative, or mixed responses?

verbs nouns response

evoke feeling(s), memories, emotions a  mixed

inspire confidence, awe, fear b

arouse interest, curiosity, suspicion, anger c

stir up trouble, opposition, feelings, anger d

generate interest, excitement, enthusiasm e

provoke response, controversy, outrage, anger, anxiety f

2 Complete the sentences with an appropriate collocation. In some items, more

than one answer is possible.
1 The man wore a hat pulled down over his eyes and a large coat that seemed
to be covering something. His appearance immediately .
2 The new law that requires non-citizens to carry a special identity card at all
times has .
3 The new line of computer products and accessories has
a lot of among tech-savvy buyers.
4 With his strong positions and years of experience, the presidential candidate
among voters.
5 The insults against the rap singer an angry
from his many fans.
6 Songs from the past often happy .

3 Write three sentences of your own using some of the collocations in the table in
Exercise 1 to describe emotional responses.
1

50
 LANGUAGE DEVELOPMENT 2

PARAPHRASING

LANGUAGE
When you paraphrase, you put another person’s ideas into your own words. Use synonyms
and different grammatical structures to express the ideas in a new form without changing
their meaning. You may also need to arrange the ideas in a different order.

Changes in technology can place limits on logo designs, but they can also offer
new options.
At the same time that emerging technology restricts logo designs, it can also
open up new possibilities.
If you use identifiable phrasing from the original text, you must use quotation marks.

4 Paraphrase the sentences.

1 Logos are symbols commonly used by companies and other organizations to
promote their identity and to increase public recognition.


2 Many companies choose logos that reflect their names, origins, or products so
that consumers can easily associate the logo with the company.


3 Color is a crucial element of any logo because colors help anchor the logo
in consumers’ memories, allowing them to distinguish the logo from other,
similar logos.


4 Logos of sports teams, found on clothing, souvenirs, and other merchandising
products, are a major source of revenue for teams.

5 Paraphrase two sentences from Reading 1 that describe the criteria for a
successful logo.
1

2
51
 WATCH AND LISTEN

GLOSSARY
endemic (adj) found particularly in a specific area or group
zany (adj) surprisingly different and strange, and therefore
amusing and interesting
typography (n) the design of writing in a piece of printing or on
a computer screen
Helvetica (n) a typeface or font that has clean, smooth lines
in full swing (adv) at the height of an activity
authoritarian (adj) demanding total obedience to one’s authority

PREPARING TO WATCH
1 ACTIVATING YOUR KNOWLEDGE Work with a partner. Discuss the questions.
1 How have ads changed in your lifetime?
2 What companies spend the most on advertising?
3 What are some subtle ways that companies try to influence what you buy?

2 PREDICTING CONTENT USING VISUALS Look at the pictures from the video. Discuss the questions
with your partner.
1 Which ads do you think are more effective? Why?
2 How does the look of the letters—the font—differ in each picture?
3 How do you think the font affects the look of a logo, ad, or sign?
4 Do you think the font affects the way people perceive the information? If so, how big a
difference does it make?
5 What are the benefits of simple lettering?

WHILE WATCHING
3 UNDERSTANDING MAIN IDEAS Watch the video. Which sentence best expresses the main idea
of the video?
a The ad for Coca-Cola is the most effective ad ever. 
b Many corporations today use Helvetica because it communicates a clear message. 
c Companies like to use Helvetica today so they appear strong and authoritarian. 
52
 WATCH AND LISTEN 2

4 UNDERSTANDING DETAILS Watch the video again. Write examples for each main idea.
1 In the 1950s, bad typography was prevalent.

2 Helvetica has several characteristics that make it successful.

5 MAKING INFERENCES Work with a partner. Discuss the questions.

1 Why do you think there was a wide variety of lettering designs in the 1950s?
2 How do you think the man feels about the use of exclamation points? How do
you know?
3 Why do you think a corporation or government wants to appear accessible?
How might that benefit consumers and citizens?

CRITICAL THINKING
6 Discuss the questions with your partner.
APPLY APPLY EVALUATE
Describe an ad or sign that Describe an ad or sign Which type of lettering
you find very attractive. that you find difficult to do you prefer, the
Why do you think it appeals read or unpleasant to typography in the ads
to you? look at. What is the from the 1950s, or the
problem with it? ones of today? Why?

COLLABORATION
7 A Work in a small group. Skim at least five print or digital ads. Choose a font (other
than Helvetica) that is used in one or more of them.
B Find the following information about the font:
• its name • its advantages
• who designed it • its disadvantages
• when it was designed • your response to it
• its original use
C Organize a short group presentation, and present your findings to the class.

53