Nowdays many products and services on the market which are similar in content though produced by different companies. It is vital, therefore, for a company to tell itself from its competitors by having a strong company image which is immediately recognizable.
Logos are part of this image. They are symbols which often include a name to recognize a company. The logo establishes a visual identity for the company, just as different groups of young people express their identity through hairstyles and clothes. All groups from all cultures and throughout the ages have used colors and symbols to show their identity.In different cultures, different colors carry different meanings. Some colors may be connected with coldness in one culture and with warmth in another; some colors stand for life in one culture but death in another. International companies have, therefore, to make sure that their logos will not be misunderstood or misinterpreted in different countries.
The logos of large international companies are immediately recognizable throughout the world. One of the most famous logos is that of Coca Cola. The design of the words “Coca Cola” has not changed since 1886, although the surrounding design has been changed from time to time.Many companies have, over the years, renewed their logos to fit in with modern design and to present more powerful images.
Company logos can be emotive and can inspire loyalty by influencing the subconscious (下意识). Some logos incorporate an idea of the product; the steering wheel in the Benz logo, for example, and the aeroplane tail of Alitalia.Logos are used on letterheads, packaging and brochures (小册子) as well as on the product itself. They may also appear in newspapers or on television as part of an advertising programme. Companies need to have a strong company identity. The logo helps to promote this image and to fix it in the minds of the customers. Logos, therefore, need to be original and to have impact (a strong effect) and style.

57. The author seems to suggest the most basic function of a company’s logo is to____________.
A)project a positive image of the company and its production or services
B）make the products and services of the company more recognizable
C) distinguish the company from its relistic and potential competitors
D)describe the business the company is engaged for the consumers

58. What are the usual compostions of a company’s logo?
A)The name or initials of a company.
B）A visual image of the company in colors.
C) Symbols and colors representing the company.
D)Symbols including the name or initials of the company.

59. Why sould caution be exercised in the use of colors?
A) Colors are not the best tools to identify a company.
B）Colors may be misinterpreted in different cultures.
C) Colors may represent death in some cultures.
D) International companies are careful about the use of colors.

60. By citing the logo of Coca Cola, the author tries to________.
A)explain the name of a company should remain unchanged.
B）illustrate the importance of having a recognizabel image
C)state the surrounding design of the logo can always be changed
D)ensure that the logo should not be misinterpreted in different cultures.

61. In the view of author, a winning logo should aim at__________.
A) fitting in with the contemporary design
B) inspiring loyalty from the consumers
C) displaying originality and impact
D) promoting a strong corporate identity

57. C。题干提问一个公司标识的最基本功能是什么。本题关键词为 function。文章第一段提到很多产品的内容是相同的，因此对于一个厂家来说拥有一个醒目的公司形象（strong company image），使自己与竞争对手区别开来是至关重要的。根据上下文得知，句中的 strong company image 主要是指公司标识（logo）。

58. D。题干提问一个公司的标识通常有哪些组成部分。本题关键词为 composition。文章第二段第二句给出标识的定义，“是区别一个公司的符号，通常包含公司的名称或首字母缩写”。

59. B。题干提问为什么公司标识在运用颜色时要谨慎。根据关键词 color 定位到文章第二段第五句，“不同文化中不同颜色代表不同的意义”；第七句，“因此，国际公司必须确保其标识在不同的国家里不被误解”。

60. B。题干提问作者引用 Coca cola 标识的意图是什么。根据关键词 Coca Cola 定位到文章第二段倒数第三句，作者提到最为著名的公司标识为 Coca Cola，虽然很多公司为了适应新的需求不断更新其标识，但 Coca Cola 自1886年以来从未改变过，这说明有一个容易识别的形象是很重要的。

61. C。题干提问作者认为一个成功的标识重点是什么。根据选项关键词 loyalty, originality, impact 定位到文章最后一句，“标识应该是具有独创性的（original），有自己的风格和影响力的（impact and style）”。