Pratique du Shadowing: What makes a truly great logo - Apprendre l'anglais à l'oral avec la vidéo
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73 phrases
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This is Michael Beirut.
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I'm Michael Beirut.
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I'm a graphic designer.
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You might be familiar with his work.
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But interestingly, he thinks that logos are just kind of overrated.
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I am actually often very ambivalent about them.
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Let's back out a sec.
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What is a logo?
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Basically the face of a company.
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Some are beloved, some the swastika is a logo and it's reviled, you know?
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They have to work at tiny sizes and huge.
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There are three specific types.
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The first type is the wordmark.
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The wordmark is the easiest one, and it's the one that we're all the most familiar with.
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I mean, John Hancock's signature is kind of a wordmark, and it can look crisp, clean, and modern, like the new Google logo looks.
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It can look somehow that it has roots in a shared heritage, the way the Coca -Cola logo looks, you know.
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The second is pictorial.
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The pictorial logos often function as a kind of rebus, you know.
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It's a picture and you say what's in the picture and it sort of is identifying the name of the company.
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Sometimes directly like
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Target, sometimes more indirectly like Lacoste.
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The third kind is kind of the holy grail, abstract iconography.
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It's everyone's favorite kind of category because it just seems almost like magic, you know.
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As a designer, people come to me and they'll say, oh I want something like the Nike swoosh.
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They think that the Nike swoosh was the Nike swoosh the day it was drawn, but it was nothing the day it was drawn.
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The company that birthed
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Nike commissioned a design student named Carolyn to draw some ideas.
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And the Nike founders didn't really like them.
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They sort of said, oh, let's use that one.
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It wasn't like an overnight success.
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And then they started putting on the science of shoes.
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The shoes were good.
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And then the genius of Nike's marketing apparatus made us further associate that product not not merely with performance athletic gear,
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but with the very idea of athletic achievement itself.
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And that's how, over a long time, a little mark means something big.
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That's exactly how religious symbols work.
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It's obviously not just anything inherent in these shapes,
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but it's about what those shapes have come to represent in the minds of the people who are looking at them.
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But there's a fourth type of logo that goes beyond these three types and can use elements of each of them.
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The logo system, a graphical framework that can have endless permutations.
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The first gigantically popular example of the logo system would be MTV.
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But Google's Daily Doodles are another great example of the logo system, a familiar mark that can also point to other ideas and issues.
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This approach all has to do with technological change.
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It used to be if a company was doing a logo, there'd be this military operation by which it would be inscribed on all their equipment
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and on their airplanes and their retail facilities and gold pins
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and couplings would be made for the executive suite
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and put on spittoons and ashtrays and the top of the skyscraper and we say dwell on everyone's business card, right?
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Nowadays, none of that's as important as an email signature
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or your Twitter avatar or the little thing that sits next to your URL.
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Those things are much more ubiquitous and they can be changed at the drop of a hat.
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Beirut used this system approach for his Hillary Clinton logo.
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We wanted to have a mark reflect the electorate and reflect the issues.
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Those simple forms that comprise the H with the arrow in it are actually designed to hold not just two colors,
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say red and blue, but any colors you want.
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The use of logo systems seems to be continually on the upswing now,
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probably because it allows the brand using it to expand the conversation beyond its own name.
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The logo kind of reminds people that that's what our priority is today.
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But at the end of the day, regardless of the shape, style, or system, it might not matter what your logo is.
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It really is about thinking of these symbols as being empty vessels in a way, and then you pour the meaning into them.
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So what's this all add up to?
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Basically, those fights people get in about new logos are pretty misguided.
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They think they're judging a diving competition, but actually, all these organizations are in swimming competitions.
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It's not what kind of splash you make
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when you hit the water it's how long you keep your head above that water.
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Logos need to have a long life, not win points in a discussion.
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12 years after the birth of that
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Nike logo, Nike came back to that graphic design student Carolyn with a gift.
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A Nike ring with her own trademark on it, the swoosh.
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Thank you very much, it's beautiful.
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And an undisclosed amount of Nike stock.
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Wow.
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In 1973 when it was designed, her pay was $35.
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Thank you.
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Vocabulaire et conseils d’expression pour cette leçon
Cette leçon d’expression orale s’appuie sur la vidéo « What makes a truly great logo ». Les mots qui reviennent le plus souvent : logo, nike, type, swoosh, mark. Cette vidéo contient 51 phrases et 830 mots à répéter en shadowing. La partie parlée dure 4:32. Le locuteur parle vite, environ 183 mots par minute : attendez-vous à des liaisons et à des sons réduits. Seuls 80 % des mots font partie des 3 000 mots les plus courants en anglais, le vocabulaire est donc exigeant.
Vocabulaire clé de cette vidéo
15 mots de la vidéo à retenir, avec leur prononciation et leur sens :
| Mot | Prononciation | Sens |
|---|---|---|
| logo nom | /ˈloʊ.ɡoʊ/ | logo, logotype |
| designer nom | /dɪˈzaɪnɚ/ | designer, styliste |
| reflect verbe | /ɹɪˈflɛkt/ | refléter, réfléchir |
| symbol nom | /ˈsɪmbəl/ | symbole |
| vessel nom | /ˈvɛsəl/ | vaisseau |
| signature nom | /ˈsɪɡ.nə.t͡ʃə/ | signature |
| shoe nom | /ˈʃu/ | chaussure, soulier |
| graphic adjectif | /ˈɡɹæfɪk/ | graphique |
| athletic adjectif | /æθˈlɛt.ɪk/ | athlétique, sportif |
| regardless adverbe | /ɹɪˈɡɑɹd.lɪs/ | malgré tout, malgré cela |
| element nom | /ˈɛləmənt/ | élément |
| founder nom | /ˈfaʊ̯n.dəː/ | fondateur, fondatrice |
| gear nom | /ɡɪɚ/ | panoplie, matériel |
| priority nom | /pɹaɪˈɒɹɪti/ | priorité |
| merely adverbe | /ˈmɪəli/ | simplement, uniquement |
Prononciation à surveiller
Le locuteur utilise 9 contractions et formes réduites, comme I'm, didn't, there'd. Prononcez-les sous leur forme courte, telles que vous les entendez.
- Les sons « sh » et « zh »: shoe /ˈʃu/, associate /əˈsoʊʃi.ət/, splash /splæʃ/, swoosh /ˈswʊʃ/, ashtray /ˈæʃ.tɹeɪ/
- Mots longs — placez bien l’accent: priority /pɹaɪˈɒɹɪti/, associate /əˈsoʊʃi.ət/, technological /ˌtɛk.nəˈlɑ.dʒɪ.kəl/, continually /kənˈtɪnjuəli/, apparatus /ˌæp.əˈɹeɪ.təs/
Les sons difficiles pour les francophones :
- /h/ — il se souffle, il n’est pas muet: heritage /ˈhɛɹ.ɪ.tɪd͡ʒ/, inherent /ɪnˈhɪəɹənt/
- /tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: signature /ˈsɪɡ.nə.t͡ʃə/, achievement /əˈt͡ʃiːv.mənt/, heritage /ˈhɛɹ.ɪ.tɪd͡ʒ/, genius /ˈd͡ʒin.jəs/, technological /ˌtɛk.nəˈlɑ.dʒɪ.kəl/
- /r/ anglais — langue recourbée, sans frotter la gorge: reflect /ɹɪˈflɛkt/, graphic /ˈɡɹæfɪk/, regardless /ɹɪˈɡɑɹd.lɪs/, priority /pɹaɪˈɒɹɪti/, remind /ɹəˈmaɪnd/
Comment s’entraîner avec cette vidéo
- Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
- Commencez à la vitesse 0,75×, répétez phrase par phrase, puis revenez à la vitesse normale quand cela devient facile.
- Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme logo, designer, reflect.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.