Практика Shadowing: What makes a truly great logo - Изучайте разговорный английский по видео

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This is Michael Beirut.

I'm Michael Beirut.

I'm a graphic designer.

You might be familiar with his work.

But interestingly, he thinks that logos are just kind of overrated.

I am actually often very ambivalent about them.

Let's back out a sec.

What is a logo?

Basically the face of a company.

Some are beloved, some the swastika is a logo and it's reviled, you know?

They have to work at tiny sizes and huge.

There are three specific types.

The first type is the wordmark.

The wordmark is the easiest one, and it's the one that we're all the most familiar with.

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.

It can look somehow that it has roots in a shared heritage, the way the Coca -Cola logo looks, you know.

The second is pictorial.

The pictorial logos often function as a kind of rebus, you know.

It's a picture and you say what's in the picture and it sort of is identifying the name of the company.

Sometimes directly like

Target, sometimes more indirectly like Lacoste.

The third kind is kind of the holy grail, abstract iconography.

It's everyone's favorite kind of category because it just seems almost like magic, you know.

As a designer, people come to me and they'll say, oh I want something like the Nike swoosh.

They think that the Nike swoosh was the Nike swoosh the day it was drawn, but it was nothing the day it was drawn.

The company that birthed

Nike commissioned a design student named Carolyn to draw some ideas.

And the Nike founders didn't really like them.

They sort of said, oh, let's use that one.

It wasn't like an overnight success.

And then they started putting on the science of shoes.

The shoes were good.

And then the genius of Nike's marketing apparatus made us further associate that product not not merely with performance athletic gear,

but with the very idea of athletic achievement itself.

And that's how, over a long time, a little mark means something big.

That's exactly how religious symbols work.

It's obviously not just anything inherent in these shapes,

but it's about what those shapes have come to represent in the minds of the people who are looking at them.

But there's a fourth type of logo that goes beyond these three types and can use elements of each of them.

The logo system, a graphical framework that can have endless permutations.

The first gigantically popular example of the logo system would be MTV.

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.

This approach all has to do with technological change.

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

and on their airplanes and their retail facilities and gold pins

and couplings would be made for the executive suite

and put on spittoons and ashtrays and the top of the skyscraper and we say dwell on everyone's business card, right?

Nowadays, none of that's as important as an email signature

or your Twitter avatar or the little thing that sits next to your URL.

Those things are much more ubiquitous and they can be changed at the drop of a hat.

Beirut used this system approach for his Hillary Clinton logo.

We wanted to have a mark reflect the electorate and reflect the issues.

Those simple forms that comprise the H with the arrow in it are actually designed to hold not just two colors,

say red and blue, but any colors you want.

The use of logo systems seems to be continually on the upswing now,

probably because it allows the brand using it to expand the conversation beyond its own name.

The logo kind of reminds people that that's what our priority is today.

But at the end of the day, regardless of the shape, style, or system, it might not matter what your logo is.

It really is about thinking of these symbols as being empty vessels in a way, and then you pour the meaning into them.

So what's this all add up to?

Basically, those fights people get in about new logos are pretty misguided.

They think they're judging a diving competition, but actually, all these organizations are in swimming competitions.

It's not what kind of splash you make

when you hit the water it's how long you keep your head above that water.

Logos need to have a long life, not win points in a discussion.

12 years after the birth of that

Nike logo, Nike came back to that graphic design student Carolyn with a gift.

A Nike ring with her own trademark on it, the swoosh.

Thank you very much, it's beautiful.

And an undisclosed amount of Nike stock.

Wow.

In 1973 when it was designed, her pay was $35.

Thank you.

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Лексика и советы по произношению к этому уроку

Этот урок разговорной практики построен на видео «What makes a truly great logo». Чаще всего повторяются слова: logo, nike, type, swoosh, mark. В этом видео 51 предложений и 830 слов для шедоуинга. Речь длится 4:32. Говорящий говорит быстро, около 183 слов в минуту, поэтому звуки часто сливаются и сокращаются. Только 80% слов входят в 3000 самых частых слов английского языка, поэтому лексика сложная.

Ключевая лексика этого видео

15 слов из видео, которые стоит выучить, с произношением и значением:

Слово	Произношение	Значение
logo существительное	/ˈloʊ.ɡoʊ/	логоти́п, ло́го
designer существительное	/dɪˈzaɪnɚ/	диза́йнер
reflect глагол	/ɹɪˈflɛkt/	отража́ть, отража́ться
symbol существительное	/ˈsɪmbəl/	си́мвол, знак
vessel существительное	/ˈvɛsəl/	су́дно, кора́бль
signature существительное	/ˈsɪɡ.nə.t͡ʃə/	по́дпись, ро́спись
shoe существительное	/ˈʃu/	ту́фля, боти́нок
graphic прилагательное	/ˈɡɹæfɪk/	графи́ческий, изобрази́тельный
athletic прилагательное	/æθˈlɛt.ɪk/	атлети́ческий, спорти́вный
element существительное	/ˈɛləmənt/	элеме́нт, звено́
founder существительное	/ˈfaʊ̯n.dəː/	основа́тель, основа́тельница
gear существительное	/ɡɪɚ/	снаряже́ние
priority существительное	/pɹaɪˈɒɹɪti/	приорите́т
associate существительное	/əˈsoʊʃi.ət/	партнёр, партнёрша
merely наречие	/ˈmɪəli/	то́лько, про́сто

Фразовые глаголы, которые вы услышите

Слово	Значение
back out глагол	сдавать назад

Произношение, на которое стоит обратить внимание

Говорящий использует 9 сокращённых и редуцированных форм, например I'm, didn't, there'd. Произносите их коротко, так, как слышите.

Звуки «sh» и «zh»: shoe /ˈʃu/, associate /əˈsoʊʃi.ət/, splash /splæʃ/, swoosh /ˈswʊʃ/, ashtray /ˈæʃ.tɹeɪ/
Длинные слова — следите за ударением: priority /pɹaɪˈɒɹɪti/, associate /əˈsoʊʃi.ət/, technological /ˌtɛk.nəˈlɑ.dʒɪ.kəl/, continually /kənˈtɪnjuəli/, apparatus /ˌæp.əˈɹeɪ.təs/

Звуки, трудные для русскоязычных:

/w/ — губы округлены, это не /v/: framework /ˈfɹeɪm.wɜːk/, swim /swɪm/, suite /swiːt/, swoosh /ˈswʊʃ/, swastika /ˈswɑstɪkə/
/h/ — лёгкий выдох, а не русское «х»: heritage /ˈhɛɹ.ɪ.tɪd͡ʒ/, inherent /ɪnˈhɪəɹənt/
Звонкие согласные в конце слова — не оглушайте их: remind /ɹəˈmaɪnd/, heritage /ˈhɛɹ.ɪ.tɪd͡ʒ/, expand /ɪkˈspænd/, beloved /bɪˈlʌvd/, dive /daɪv/

Как заниматься с этим видео

Прослушайте всё видео один раз молча и выпишите незнакомые слова.
Начните со скорости 0,75×, повторяйте предложение за предложением и вернитесь к обычной скорости, когда станет легко.
Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как logo, designer, reflect.

Что такое техника Shadowing?

Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.

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Практика Shadowing: What makes a truly great logo - Изучайте разговорный английский по видео

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