What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the image provided by the packaging that counts but the whole corporate identity of the company.
There are now 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 distinguish 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 or initials to identify 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 meaning. Some colors may be connected with coldness in one culture and with warmth in another, some colors represent 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.
Many companies have, over the year, 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 airplane 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.
16. The passage supplied information that would answer which of the following question?
A. What attracts customers? B. What’s in the image?
C. What’s in a logo? D. None of above.
17. According to the passage, what can attract customer’s eyes?
A. Quality of the product. B. The corporate identity.
C. Packaging images. D. All of above.
18. ______ are used to show the ______ of the company.
A. Hair style and clothes; image
B. Hair style and clothes; corporate identity
C. Colors and symbols; culture and identity
D. Colors and symbols; taste and mission
19. The steering wheel in the Mercedes logo and the airplane tail of Alitalia are ______.
A. The examples of giving people idea of the products by using the images
B. The examples of logos which are emotive and can inspire loyalty
C. The examples of logos which fit in with contemporary design
D. None of above
20. You probably find a logo of a big company ______.
A. In the social media platform
B. On the letterheads and packages
C. Advertisements on TV
D. All of above