Can You Easily Guess the Brand?


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.

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

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.
Link via Logo Design Love
Adriana de Barros

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Adriana is the Webby-winning designer and editor-in-chief of Scene360 magazine. She's created successful projects over the course of 20 years in the fields of art, design, fashion and web. Currently, dividing her time between the West Coast of Portugal and the United States. Follow the author @ Instagram Facebook and view more articles.