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Lesson Plan

Analyzing the Rhetoric of Corporate Logos across Time

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Analyzing the Rhetoric of Corporate Logos across Time

Grades 9 – 12
Lesson Plan Type Standard Lesson
Estimated Time Three 50-minute sessions
Lesson Author

Scott Filkins

Scott Filkins

Champaign, Illinois


National Council of Teachers of English



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From Theory to Practice



Students examine a contemporary corporate logo to develop an understanding of how design elements work together to communicate messages to a consumer audience. They then analyze a particular company's logo that has changed over time and think critically about the story told through what has been changed and what has remained the same.

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Logo Analysis Tool: Changes Across Time: Students use this resource to examine a corporate logo in its various forms over several iterations through time.

Logo Analysis Essay Prompt: This handout explains the expectations for an essay in which students set forth an analytical argument about the connections between design and messages in logos.

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The NCTE Position Statement on Multimodal Literacies argues that interpreting and critiquing “multimodal information should become an increasingly important component of the English/Language Arts classroom” (np). It goes on to point out the “increased cognitive demands on the audience to interpret the intertextuality of communication events that include combinations,” implying the need for instruction and support in those areas (np). This lesson develops students’ vocabulary of and theory for understanding multimodal corporate logos and channels that understanding toward critical interpretation of a logo’s changing messages and design over time.

NCTE's Statement on Multimodal Literacies. Adopted by the NCTE Executive Committee, November 2005. Web http://www.ncte.org/positions/statements/multimodalliteracies.

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