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English for Academic Purposes (EAP) courses prepare students for college credit classes for a degree or certificate. We offer classes to help you with reading and vocabulary, listening and speaking, grammar, and writing.

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For more information or to make an appointment with an ESL advisor, call the ESL office at 410-777-2901.

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Logo styles can be divided into five basic categories: wordmarks, lettermarks, brandmarks, combination marks and emblems. In this post, we explain how each of them is defined, give some famous examples, and explain when and why you should use them.

(Note: it’s arguable that not all logos fit neatly and cleanly into these five categories. But that’s not really a problem, as long as you think of them less as a rigid system and more as a way of getting you thinking.)

The Mobil logo was designed by Chermayeff Geismar Haviv in 1964

A wordmark – also known as word mark or logotype – is in many ways the simplest type of logo, casting the company’s name in text alone. They may be based on handwriting, signatures, custom fonts or (less common) existing fonts.

Famous examples include the logos for Coca-Cola, Disney, Mobil, Canon, Sony, Visa, Google, Facebook, Yahoo and Pinterest.

For big brands, the simplicity of a type-only logo can convey a sense of confidence, history and stability. However, the wordmark can also be a good choice for a startup, as it contains the company's full name and helps to make it known.

Once that name has become ubiquitous, though, it’s often the case that brand or company will switch to a…

The CNN logo was designed by the late Anthony Guy Bost in 1980

Also known as a monogram logo, a lettermark logo is again made of text, but based on the initials of the company or brand, rather than its full name. Famous examples include the logos for Cable News Network (CNN), Home Box Office (HBO), the National Aeronautics and Space Administration (NASA), Procter Gamble (PG), and Electronic Arts (EA).

As these examples suggest, a lettermark is a good choice for a company whose name is difficult to pronounce, or too long to work as a logo in most media. This is an especially important consideration when it will need to shrink down to tiny sizes on mobile devices, for example.

Shortening a long company name to initials will also make it easier for your audience to remember your logo and name, especially in global markets.

The challenge with both lettermarks and wordmarks, however, is to make them distinctive enough visually that they become instantly recognisable. That’s less of an issue when it comes to designing a...

This version of the Twitter bird, originally created by Simon Oxley, was created by Doug Bowman in 2012

Also known as a pictorial mark, a brandmark contains no text but is an image, icon or symbol that represents the company or brand. Famous examples include the Apple silhouette, the Target bullseye, the Nike ‘Swoosh’, the Red Cross symbol and the WWF panda.

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Paul Mason

13 Jan 2015

As you know, inflation has fallen to 0.5 per cent– a record low. Accordingly I am required to write this letter of explanation, because the target you have set me is to maintain inflation one percentage point either side of 2 per cent– so I have missed it by a pretty whopping margin.

No one seems very unhappy, but here’s the explanation. Six years ago, during the Lehman crisis we had to begin quantitative easing (QE).

Here at the bank that was a big thing because (a) we had to read up on how to do it in a text book and (b) we did not initially knowhow it would work.

In the end, the way it worked was that by flattening the interest earned on savings to below zero, it forced investors to move into riskier assets, and homeowners into property: house prices rose. We call this portfolio substitution.

But there was still no sustained recovery, because all we were really doing was balancing out the negative pressure on growth created by your decision to slash public spending.

Only when, against the misgivings of my predecessor, we started targeting the way we used QE– into “funding for lending” and “help to buy”– did the recovery gather pace. This was helped by your effective U-turn on cutting infrastructure invesment spending.

So now we have a strong recovery and low inflation. The conventional explanation for this is that the UK, by using its sovereignty over exchange rates, and by delaying the heaviest austerity until after 2015, has been able to compete for what little growth there is in the world. We were fortunate in that our nearest neighbour, Europe, refused to do QE, and it has stagnated while we have recovered.

So QE has kept the economy afloat. And now falling oil and gas prices, filtering into food and other basic items, have acted like a tax cut, stimulating growth further.

I have to tell you there is an alternative explanation: that growth in the world is flat because the sources of it are drying up, as populations age and because the debt overhang from the crisis of 2008 is still huge. Some economists believe that, in this scenario, zero interest rates and low inflation could at some point tip over into deflation.

I don’t need to remind you why deflation is bad: people hoard their money and stop investing in real things, convinced they will get more bang for their bucks later on. Meanhwhile the real interest rate on existing debts rises, as incomes fall.

So in this alternative view, quantitative easing actually causes stagnation and deflation, rather than curing it. I am not talking about uncouth journalists like Paul Mason, but people in the Federal Reserve and Bank for International Settlements, who warn that the world economy is suffering from and addiction to stimulus, the result of which is “expansionary in the short run but contractionary over the longer term”.

That is, because six years into the crisis we are still stimulating the economy, bad businesses can’t fail. And indeed low-profit, low productivity business models are encouraged – look around you, chancellor, for example, at the record number of coffee shops in London, employing graduates on the minimum wage, for what this might mean.

Of course, if QE is expansionaryin the short term but in the long term flattens the economy like a pancake, this is not a major problem for somebody who faces an election in 100 days time; indeed it is the opposite of a problem.

Therefore, I suggest you let me and the economics team at the Bank worry about the long-term impact of QE.

One of the world’s most distinguished monetary theorists has suggested that, given the scale of global QE, we are at a turning point in our whole understanding of monetary and fiscal policy, and that the two are effectively fused, and that all kinds of tools may be used that stimulate growth that make the old ones look puny. If your algebra is up to it, John Cochrane’s paper is .

If not, here’s a quote to chew on:

Bizarrely, one of the conclusions, if he is right, is that we should raise the inflation target and raise interest rates. So you would have to write me a letter, hiking the target to maybe 3per cent,and I would have to hit people with a rate rise. Yup –funny old world, monetary theory.

But as I say, leave worrying about that to us for now. You face a unique situation in modern British history: low inflation and high growth. And an election. Enjoy.

Yours aye,

Tweets by @paulmasonnews


that’ll be John Cochrane the right wing friend of the plutocrats?

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