跟讀練習: What makes a truly great logo - 通過影片學習英語口語

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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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本課的詞彙與口語要點

這節口語課以影片“What makes a truly great logo”為素材。影片中反覆出現的詞有：logo, nike, type, swoosh, mark。這段影片共有 51 個句子、830 個單詞可供跟讀。講話部分時長為 4:32。說話人語速較快，每分鐘約 183 個詞，會出現較多連讀和弱讀。只有 80% 的單詞屬於英語最常用的 3,000 詞，詞彙難度較高。

影片中的重點詞彙

影片中 15 個值得學習的單詞，附發音和釋義：

單詞	發音	釋義
logo 名詞	/ˈloʊ.ɡoʊ/	標誌 /標誌, 商標 /商標
designer 名詞	/dɪˈzaɪnɚ/	設計師 /設計師, 設計家 /設計家
reflect 動詞	/ɹɪˈflɛkt/	反映, 反射
symbol 名詞	/ˈsɪmbəl/	符號 /符號
vessel 名詞	/ˈvɛsəl/	船隻 /船隻, 船
signature 名詞	/ˈsɪɡ.nə.t͡ʃə/	簽字 /簽字, 簽名 /簽名
shoe 名詞	/ˈʃu/	鞋子, 鞋
graphic 形容詞	/ˈɡɹæfɪk/	圖形的 /圖形的
element 名詞	/ˈɛləmənt/	要素
founder 名詞	/ˈfaʊ̯n.dəː/	創辦人 /創辦人, 創立者 /創立者
priority 名詞	/pɹaɪˈɒɹɪti/	優先權 /優先權, 更重要的事
associate 名詞	/əˈsoʊʃi.ət/	同行, 同事
merely 副詞	/ˈmɪəli/	只是, 只不過 /只不過
remind 動詞	/ɹəˈmaɪnd/	提醒
achievement 名詞	/əˈt͡ʃiːv.mənt/	成就, 成果

需要注意的發音

說話人用了 9 次縮略和弱讀形式，例如 I'm, didn't, there'd。請按聽到的簡短形式來說。

“sh” 和 “zh” 音: shoe /ˈʃu/, associate /əˈsoʊʃi.ət/, splash /splæʃ/, swoosh /ˈswʊʃ/, ashtray /ˈæʃ.tɹeɪ/
長單詞——注意重音位置: priority /pɹaɪˈɒɹɪti/, associate /əˈsoʊʃi.ət/, technological /ˌtɛk.nəˈlɑ.dʒɪ.kəl/, continually /kənˈtɪnjuəli/, apparatus /ˌæp.əˈɹeɪ.təs/

中文母語者容易讀錯的音：

/v/ — 不要讀成 /w/，上齒輕觸下唇: vessel /ˈvɛsəl/, achievement /əˈt͡ʃiːv.mənt/, overnight /əʊvə(ɹ)ˈnaɪt/, beloved /bɪˈlʌvd/, dive /daɪv/
詞尾子音 — 要讀清楚，後面不要加母音: reflect /ɹɪˈflɛkt/, graphic /ˈɡɹæfɪk/, athletic /æθˈlɛt.ɪk/, regardless /ɹɪˈɡɑɹd.lɪs/, element /ˈɛləmənt/
/r/ 和 /l/ 的區別: reflect /ɹɪˈflɛkt/, regardless /ɹɪˈɡɑɹd.lɪs/, airplane /ˈɛɹˌpleɪ̯n/, indirectly /ˌɪn.dɪˈɹɛk(t).li/, electorate /ɪˈlɛktəɹət/

如何用這段影片練習

先完整聽一遍影片，不要開口，記下不認識的單詞。
先用 0.75 倍速逐句跟讀，熟練之後再回到正常速度。
錄下自己的聲音並與原聲對比，特別注意 logo, designer, reflect 這類單詞。

什麼是跟讀法？

跟讀法 (Shadowing) 是一種有科學依據的語言學習技巧，最初開發用於專業口譯員的培訓，並由多語言者Alexander Arguelles博士普及。這個方法簡單而強大：您在聽英語母語原聲的同時立即大聲重複——就像是一個延遲1-2秒緊跟說話者的影子。與被動聽力或語法練習不同，跟讀法強迫您的大腦和口腔肌肉同時處理並模模擬實的講話模式。研究表明它能顯著提高發音準確性，語調，節奏，連讀，聽力理解和口語流利度——使其成為雅思口語備考和真實英語交流最有效的方法之一。

影子跟讀法: 閱讀完整分步指南 →

跟讀練習: What makes a truly great logo - 通過影片學習英語口語

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本課的詞彙與口語要點

影片中的重點詞彙

需要注意的發音

如何用這段影片練習

什麼是跟讀法？