Read through the text below and choose from the list of options A-J the best phrase to fill each of the blanks. Some of the suggested answers do not fit at all. The first answer has been given as an example.

FILM COMPANY TRADEMARKS

Trademark designs - or logos - identifying film companies have been around since cinema's early days. In the era of silent films, viewers looked for the name of the company before they looked for who the stars were and they were rarely interested in the director. ...J... by many film companies and it was an important part of each studio's publicity.  (1) ....... and quite detailed accounts survive concerning some of them.

(2) ....... since the original company was founded. The image was taken from a childhood memory of a mountain in Utah, where its founder grew up, while the title was borrowed from the name of a construction site down the road from his office.

(3) ....... but was soon redesigned into the form we would recognise today.  (4) ....... but the company soon returned to it, coloured blue and orange and floating in front of a blue sky. Logos that feature blue skies form a kind of species within the field of film company trademarks, with Warner Brothers, Columbia and Paramount all using it as a background.  (5) ....... - they all want to be the greatest and the largest and to become part of the everyday landscape.

(6) ....... and their logo also features the sky in another sense - seeing it all from outer space. It has gone through many transformations with the early orbiting plane being replaced by the famous mirrored globe.

A   it was abandoned briefly in the 1970s

B   A young executive was given the task of creating a memorable trademark

C   The version with which we are familiar now was introduced in 1924

D   Universal certainly chose their name for this reason

E   Perhaps this reflects the domineering aspirations of film companies

F   The Warner Brothers trademark began life as a rather austere shield

G   The trademarks which we would recognise today have undergone many transformations over the years

H   Paramount's snowy peak has survived virtually unchanged

I   Occasionally film makers have even made inventive use of these trademarks

J   The logo was used at the start of every film

from CAE Practice Tests - OUP