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Nowdays many products and services on the market which are similar in content though produced by different companies. It is vital, therefore, for a company to tell itself from its competitors by having a strong company image which is immediately recognizable.
Logos are part of this image. They are symbols which often include a name to recognize a company. The logo establishes a visual identity for the company, just as different groups of young people express their identity through hairstyles and clothes. All groups from all cultures and throughout the ages have used colors and symbols to show their identity.In different cultures, different colors carry different meanings. Some colors may be connected with coldness in one culture and with warmth in another; some colors stand for life in one culture but death in another. International companies have, therefore, to make sure that their logos will not be misunderstood or misinterpreted in different countries.
The logos of large international companies are immediately recognizable 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 modern design and to present more powerful images.
Company logos can be emotive and can inspire loyalty by influencing the subconscious (下意識). Some logos incorporate an idea of the product; the steering wheel in the Benz logo, for example, and the aeroplane tail of Alitalia.Logos are used on letterheads, packaging and brochures (小冊子) as well as on the product itself. They may also appear in newspapers or on television as part of an advertising programme. Companies need to have a strong company identity. The logo helps to promote this image and to fix it in the minds of the customers. Logos, therefore, need to be original and to have impact (a strong effect) and style.
57. The author seems to suggest the most basic function of a company’s logo is to____________.
A)project a positive image of the company and its production or services
B）make the products and services of the company more recognizable
C) distinguish the company from its relistic and potential competitors
D)describe the business the company is engaged for the consumers
58. What are the usual compostions of a company’s logo?
A)The name or initials of a company.
B）A visual image of the company in colors.
C) Symbols and colors representing the company.
D)Symbols including the name or initials of the company.
59. Why sould caution be exercised in the use of colors?
A) Colors are not the best tools to identify a company.
B）Colors may be misinterpreted in different cultures.
C) Colors may represent death in some cultures.
D) International companies are careful about the use of colors.
60. By citing the logo of Coca Cola, the author tries to________.
A)explain the name of a company should remain unchanged.
B）illustrate the importance of having a recognizabel image
C)state the surrounding design of the logo can always be changed
D)ensure that the logo should not be misinterpreted in different cultures.
61. In the view of author, a winning logo should aim at__________.
A) fitting in with the contemporary design
B) inspiring loyalty from the consumers
C) displaying originality and impact
D) promoting a strong corporate identity
