Module 2 - Marketing and advertising Unit 2.2 - Marketing applications: Logos
5. Answer the questions.
5.1. What is a logo?
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Soluzione suggerita: A logo is the graphic representation of a brand.
5. Answer the questions.
5.2. Why is a logo important for a company?
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Soluzione suggerita: Because it can provide consumers with instant and powerful recognition.
5. Answer the questions.
5.3. What elements are crucial in the design of a logo?
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Soluzione suggerita: Typography, shape, and colour.
5. Answer the questions.
5.4. What main features of typography indicate its importance in logo design?
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Soluzione suggerita: Its consistency, typefaces, legibility, differentiation, and versatility.
5. Answer the questions.
5.5. Why is the shape of a logo important?
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Soluzione suggerita: Because specific shapes spark certain associations in the human brain, so choosing a specific shape for a logo will change the way its audience will understand, perceive, and react to it.
5. Answer the questions.
5.6. What is the function of colour in a logo?
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Soluzione suggerita: Colour communicates personality as well as the feeling/s a company wants to project to its customers.
6. Read the text and complete it with the necessary grammatical words.
Typefaces and Emotional Responses
Different typefaces have the power 1. evoke various emotions and reactions from people. 2. instance: •Serif fonts, such 3. Times New Roman or Georgia, often convey a sense of tradition, authority, and reliability. They are commonly used 4. print media, books, and formal documents, which adds to their perception as trustworthy and professional; •Sans-serif fonts, like Helvetica or Arial, are perceived as modern, clean, and straightforward. These fonts are often used 5. tech companies, start-ups, or brands aiming for a minimalist aesthetic; •Script fonts, such as Brush Script or Lucida Calligraphy, can evoke a sense 6. elegance, creativity, or playfulness. They are frequently used for invitations, logos, or other designs 7. require a more artistic or decorative touch; •Display fonts, like Impact or Bebas Neue, are designed to grab attention and make 8. bold statement. They work well for headlines, posters, and other instances 9. a striking visual impact is desired.
Understanding the emotional responses that different typefaces can provoke is essential. The chosen typeface should align 10. your brand’s personality and the message you want to convey.
Adapted from: https://thelogocompany.net/the-role-of-typography-in-logo-design/
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.1. Washing powder
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Soluzione suggerita: White, because it is associated with cleanliness.
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.2. Travel agency
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Soluzione suggerita: Orange, because it is associated with amusement and adventure.
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.3. Perfume
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Soluzione suggerita: Gold, brown, black, or purple because perfume has strong connotations of wealth and luxury.
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.4. Moped
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Soluzione suggerita: Orange, yellow, and red because they recall speed, energy, vitality, and fun.
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.5. Jewellery
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Soluzione suggerita: Purple, gold, or silver hues because they often convey opulence, wealth, and richness.
7. According to what you know about colour psychology, decide which colours would be best for the logos of these products and explain why.
7.6. Organic product
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Soluzione suggerita: Green and brown, to recall the purity of nature.