Can You Easily Guess the Brand?

shorter_brands_03
Follow Scene360 on Instagram

I read a study some time ago that stated if the first letter and last letter of the same word are present, you can still read it in full. That is the case with many typos, they’re still readable. Another example of this can be seen in TVN Channel’s print ad campaign, which three famous brandnames (Heineken, Coca-cola, and Ikea) are shortened to first and last letters, yet still easily identified. Of course, color, typeface, symbols and composition play a big role in our familiarity with brands.

Credits:
Advertising Agency: Lowe Porta, Santiago, Chile
Executive Creative Director: Kiko Carcavilla
Creative Directors: Cristian Kemp, Sebastián Collantes
Copywriter: Sebastián Collantes, Kiko Carcavilla

Follow Scene360 on Instagram
Tatoo book

Art Director: Cristian Kemp
Account manager: Claudia Delavenne

Slogan for Poster Campaign:
Shorter commercial breaks. TVN Channel.
shorter_brands_02 shorter_brands_01
Bottom: Full view of poster design.
shorter_brands_04
Link via Logo Design Love
Adriana de Barros

Posted by

Adriana is the Webby Award–winning designer, editor of Scene360 magazine and author of "Tat'oo" book. Acquiring 20 years of writing experience in fine arts, Adriana has dedicated her time to documenting the lives and work of tattooists. Published also on Inked, Skin Deep, Tattoo Life and more. Follow the author @ Instagram and view more articles.