Symbols, logos and logotypes

Symbols and logos are special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity. The CBS “eye” and the active “television” are symbolic forms, which we learn to recognize as representing a particular concept or company. Logotypes are corporate identifications based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbol and logotype. In order to create these identifiers, the designer must have a clear vision of the corporation or idea to be represented and of the audience to which the message is directed.

NOTES

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CBS “eye” – «око» Сі-бі-ес (Коламбіа Бродкастінг Систем)

Reread Text I, write down the sentences with Gerund and Participle constructions and translate them.

Find in Text I words or phrases which mean the same as

• to show to unite to carry out

• placard insuperable to hold up

• to utilize to impartpublic

9. Look at the way the following terms are used in Text I and try to explain them according to the model:

Model

Сoveris a binding or enclosure for a book or magazine.

Templateis a pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern, or style.

“process” colors, “spot” colors, copywriting, margin, typeface, letterhead.

10. Look at the way the following words are used in Text I and then circle the correct part of speech:

verbal (par. 1) noun verb adjective

painted (par. 2) noun verb participle

creative (par. 3) noun verb adjective

visual (par. 4) noun verb adjective

images (par. 5) noun verb adjective

meaning (par. 6) noun verb gerund

presenting(par. 6) noun verb gerund

change (par. 7) noun verb participle

balance (par. 8) noun verb adjective

impact (par. 9) noun verb adjective

forms (par. 10) noun verb adjective

<== попередня сторінка	\|	наступна сторінка ==>
Type-based design	\|	Fill in the gaps with the prepositions from the box.

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