Acompany’slogo(徽标)isarecognitiontoolforthepublictolinkt...

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A company’s logo (徽标) is a recognition tool for the public to link their services or products to the company. Let’s have a look at the most well-known companies in the world and see how their logos have changed over the years.

Microsoft

Think “Microsoft” and you might think up an image of the billionaire Bill Gates or a Windows PC, or perhaps a bold, italic typeface (粗斜体) bearing the company’s name. But in the early 1970s, the founders of the company had quite a different brand image. Back then, it was all curves (曲线) and capital letters－even separating ‘micro’ and ‘soft’ into two levels.

Canon

The camera giant was founded in Japan in 1934 as Kwanon－named after a Buddhist goddess. The following year it rebranded as Canon to coincide with the launch of its first ever 35mm camera. Exactly half a century later, the company launched its first digital camera. In 2016, Canon enjoyed a 20% share of the digital camera market, more than any other brand.

McDonald’s

McDonald’s once had no iconic yellow ‘M’. In 1940, brothers Dick and Mac McDonald opened their McDonald’s barbecue restaurant in San Bernardino, California. The logo was made up of the words: McDonald’s FAMOUS BARBECUE. Ray Croc joined the business in 1955, bought the chain from them and oversaw its worldwide expansion.

Apple

The first Apple logo was created in 1976, where it featured the famous scene of how Issac Newton discovered gravity－sitting beneath an apple tree. In the same year, the logo was changed into the shape of an apple with rainbow stripes, and it took a bite out of the apple, which made it different from others. It was then further simplified into an apple image consisting of only black. Since the year 2000, the apple logo has been recognized as a monochrome (单*的) apple.

25. Back in the early 1970s, Microsoft had its logo ________.

A. divided into two levels B. in a bold, italic typeface

C. with two capital letters D. with some curves

26. What can we learn about Apple from the text?

A. Its logo has been changed twice at the most.

B. Its logo was linked with Newton’ s gravity brainstorm.

C. The color of its logo used to be only light red.

D. The logo was first invented by Newton.

27. What is the text mainly about?

A. The logo changes of some famous brands.

B. The best suggestions for designing good logos.

C. The development of some famous companies.