Lesson Aim
Students watch a video about hidden meanings in famous logos and practise language for describing symbols, branding, interpretation and visual identity.
Before watching
- Which logos do you recognise immediately?
- What makes a logo memorable?
- Can a logo change how people feel about a brand?
Prep Part 1
Drag the correct sentence ending into each gap.
Sentence endings
students should connect it to the lesson topic.message that is not immediately obviousexpanded into different products or areasfail to appreciate or think about somethingits shapes or images communicate extra meaning.Watch Part 1
Watch from 0:00 to about 3:03. Focus on how logos use letters, shapes, animals and local symbols to communicate meaning.
Open Part 1 on YouTube
Comprehension 1
Choose an answer to get instant green/red feedback.
1. What does the Amazon arrow suggest?
2. What is hidden inside the Toblerone mountain logo?
3. What do the Sony Vaio symbols combine?
4. What do Cisco’s blue lines refer to?
Vocabulary from Part 1
We are bombarded by logos and .
Amazon quickly diversified into one of the biggest internet .
The Toblerone logo portrays the .
Cisco’s logo contains technical .
Options
symbolsMatterhornrefugeessymbolismretailersPrep Part 2
Drag the correct sentence ending into each gap.
Sentence endings
students should connect it to the lesson topic.shortening a word or namemystery and interestit shows respect for a person, place or tradition.show respect for or refer to somethingWatch Part 2
Watch from about 3:03 to the end. Focus on how brand stories can mix history, myth, symbolism and marketing.
Open Part 2 on YouTube
Comprehension 2
Choose an answer to get instant green/red feedback.
1. What is the BMW logo more likely connected to?
2. What did the Northwest Airlines logo suggest?
3. Why did NBC use a colourful peacock?
4. What does the Pepsi logo story create?
Vocabulary from Part 2
Many theories have been attributed to the BMW .
The Northwest logo also represented a compass pointing .
The NBC peacock signified the move to full-colour .
The Pepsi story added an air of mystery and .
Options
broadcastslogointriguecashlessnorthVocabulary Review
| Expression | Meaning | Example |
|---|---|---|
| brand identity | the image and personality of a brand | A logo is part of brand identity. |
| hidden meaning | a meaning that is not obvious immediately | The Amazon arrow has a hidden meaning. |
| visual symbolism | ideas communicated through images | Cisco uses visual symbolism in its logo. |
| pay homage to | show respect for or refer to something | The BMW logo may pay homage to Bavaria. |
| add an air of mystery | make something seem more intriguing | The Pepsi logo story adds an air of mystery. |
Phrasal Verbs and Expressions
We often take symbols for .
Amazon started as an online bookstore.
Thai restaurants are not part of this video, so cross that option .
BMW’s logo has been linked aviation history.
The Pepsi story stands because it sounds mysterious.
Options
offtoovergrantedoutCollocations
hidden
brand
visual
consumer
colour
Options
identitymeaningsettingsphilosophysymbolismbroadcastsB2/C1 Grammar: Describing Symbols and Interpretations
This section practises cautious language for explaining what logos may represent.
Grammar Section 1: Cautious Interpretation
Choose an answer to get instant green/red feedback.
1. Which sentence avoids overclaiming?
2. Complete: “The arrow is meant ___ show that Amazon sells everything from A to Z.”
Grammar Section 2: Passive Reporting
The bear is in the Toblerone logo.
The BMW colours are often to Bavaria.
The NBC peacock was to promote colour TV.
The Pepsi logo is said to be by many theories.
Options
hiddencreatedlinkedspentinfluencedGrammar Section 3: Speaking Task
| Describing | Interpreting | Being cautious |
|---|---|---|
| The logo features... The design contains... The colours show... | It represents... It symbolises... It refers to... | It may suggest... It appears to... It is said to... |
Thought-Provoking Questions
1. Do hidden meanings make logos more effective?
2. Should a logo be simple or full of symbolism?
3. Can a brand story be powerful even if it is partly myth?
4. Which logo from the video is the cleverest?
5. How important are colours in branding?
6. Can a bad logo damage a company’s image?
7. What logo would best represent your city or school?
Role Play
| Explaining design | Questioning design | Improving design |
|---|---|---|
| The symbol represents... The colour suggests... The shape refers to... | Is the meaning clear? Could people misunderstand it? Is it memorable enough? | We could simplify it. We should make the story clearer. Let’s connect it to local identity. |
Context
Student A
You are the brand designer. Present a logo idea and explain the hidden meaning.
Student B
You are the client. Ask questions about clarity, symbolism and target audience.
Role play task: Agree on a final logo concept and explain what each visual element represents.
Thank You
You have completed the ESL CONNECT video lesson.