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Chapter Ten: Thinking through Culture Part 2: What’s in a New Logo?

Chapter Ten: Thinking through Culture Part 2: What’s in a New Logo?. Presented by: Li Xiaoli. Warming-up Questions:. What is the most impressive logo in your mind? What qualities do good logos have in common?

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Chapter Ten: Thinking through Culture Part 2: What’s in a New Logo?

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  1. Chapter Ten: Thinking through CulturePart 2: What’s in a New Logo? Presented by: Li Xiaoli

  2. Warming-up Questions: • What is the most impressive logo in your mind? • What qualities do good logos have in common? • Do you think a company should spend a large sum of money in designing a logo? Why?

  3. Some Key Words • invigorate (vt.): to make sth energetic or active (vigor, vigorous) • squander (vt.): waste (time or resources) (e.g. We shouldn’t squander any water for the sake of our earth.) • pay off: be useful or worthwhile (e.g. Any efforts would pay off if we start to take actions to protect the environment.) • chic (adj.): fashionable (trendy, vintage, classic, old-fashioned, retro, conservative, eccentric, sloppy, flashy…) • makeover (n.): a shift or big change • merge with: be blended with • socially conscious: be concerned with the society (health-conscious)

  4. Continue with Key Words • alternative (adj.): not mainstream (alternative sources of energy, alternative medicine) • environmentally-friendly / environment-friendly (adj.): 环保的 • initials (n.): abbreviations (BP, EU, BMW, CCTV …) • oil spills: 漏油事件 • If the story doesn’t hold up, …: if it’s not a convincing story • ditch: dump (e.g. Prince Charles was ditched by Princess Diana because of his age-old affair with Camilla.) • be in favor of: prefer sth (e.g. Some college students go back to their hometown after graduation in favor of the slower pace of life there.) • in an attempt to: try to (e.g. Some couples get divorced in an attempt to buy a new flat.)

  5. Continue with Key Words • go through: last for a period of time • mess with sth: be involved with sth • stem from: result from (e.g. The soaring housing prices partly stem from the rigid demand coming from marriages and housing improvement.) • taint (vt.): make sth dirty (e.g. Overdrawing money will make one’s credit record tainted.) • spin off shares: take away shares (spins-off衍生产品) • I don’t get a story from it.: I can’t see the message. • A bears a resemblance to B: A is similar to B • sth leaks over the Internet, raising lots of questions. (A good sentence for writing.)

  6. Continue with Key Words • sb likens A to B: sb compares A with B and says they are similar (e.g. Some Chinese liken the Bird’s Nest to the Eiffel Tower.) • outgrow (vt.): grow faster (e.g. Some children never outgrow roller blades.) • iconic (adj.): symbolic (pop icon) • asset (n.): (e.g. The experiences of doing part-time jobs could be an asset in job-hunting.) • conjure up the image of: create a picture or impression in one’s mind • tagline (n.): a powerful message (slogan) • expand its reach from A to B: expand the business

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