V Render the text in brief in a written form. VI Work in pairs. Discuss the questions:

VI Work in pairs. Discuss the questions:

1. What does the word “logo” mean?

2. What beginnings had logo design history?

3. What monogram is the most famous of early logos?

4. Did logo design evolve from simple code to trademarks?

5. What early examples of logo design do you know?

6. What are other related logo devices?

7. How did the appearance of the information age change the face of logos and logo design?

8. The mark of a good logo is legibility and good brand recognition, isn’t it?

9. Is colour considered important to brand recognition?

10. Are some colours associated with certain emotions and why?

VII Practice reading the dialogue with your partner:

- Good afternoon, Yuri. Glad to see you. I haven’t seen you for ages!

- Good afternoon, Victor. I’m glad to see you too. What are you doing?

- I’m a young entrepreneur.

- My congratulations! Do you spend much time on your business?

- Like other new entrepreneurs we are expanding our business operation in a new market. We have no time to lose. I like my business but every organization regardless of size has a brand or corporate identity. It can be either formal or informal.

- By the way, I can help you in building the brand of your company. Do you want?

- Most willingly! This is an excellent idea! It will be great to have corporate identity.

- Yes, I understand the strategic efficiency of branding and its importance to compete effectively on the market.

- Consumers have to be able to identify a particular product’s source, functional attributes and perceived quality comparing to rival goods.

- Yes, the consumers also appreciate the quality aspects of a goods.

most willingly – охоче

rival – суперник, конкурент

rational – доцільний