Mar 17, 2011read the 9 comments
Shortened logos, still readable
When a logo is seen often enough, it can be simplified yet still identify its owner.
The following are from a TVN Channel advertising campaign to run alongside the tagline, “Shorter commercial breaks.”
Reminiscent of what’s perhaps a stronger example: unevolved brands.
Shown on Ads of the World, via inspire me now.
9 appreciated comments, click here to add one
Michael Campbell
Very neat. Just goes to show how important each element has become.
Mar 17th, 2011
Michael Sansagraw
It seems like this really shows the power of marketing and advertising. This can probably apply to any marks that we see on a regular basis.
Mar 17th, 2011
joep van der made
Complete wrong idea, this so-called shortened logo’s.
When a logo like for example Coca Cola’ is shown, you don‘t read it.
The silhouet (‘der gestalt ’- Johannes Itten) of a well-know logo (in this case) is immediate enough information to understand it, without reading it.
It works the same way when you are reading a book. Silhouts of words are stronger then the word letter by letter.
All the examples of shortened logo’s shown, are giving the impression that an other meaning of the logo is mentioned.
Sorry, commercial-break-guys!
Chrs!
Mar 18th, 2011
Julian Gaviria
@the message above: I was with you all the way, until your second to last sentence. I couldn’t decipher it.
This article is just pointing out the ability of the public to recognize a logo without fully showing it.
Mar 18th, 2011
joep van der made
…sorry for not being clear Julian!
I mentioned that I think there’s no need or gain by showing a ‘shortened logo’
Even the ‘time is money’ argument.
Designers studied on the complete logo a lot.
When we see Beyoncé without or with shortened legs, we know its Beyoncé but the feeling is different.
Talking about logo’s… we even might think a different meaning of the brand is mentioned when its logo is shown shortened.
Cheers!
Mar 19th, 2011
Kendra
Yah, I agree that the shortened logo gives ‘a different feeling’ almost like it’s a new version, or a ‘light’ version of the product. I still know who these companies are, but there’s an empty feeling because there isn’t a new product to go with it.
Mar 20th, 2011
Vinay Pateel
Shortened logos.. This is a good idea to check if the common man can recognize a logo even if it is not presented as a whole.. A fun idea to test how popular or ‘seen’ a product is.
But from a designer’s point of view, this is a disaster (okay I’m exaggerating lol!).. I wouldn’t want any of my logos to be shortened unless it has a purpose. For example, my own logo (boomboxcreative) is quite long. So I use the two ‘o’s from ‘boombox’ wherever square thumbnails are required. I definitely wouldn’t want to see it any other way.
This post really got me curious, and it was fun to see the examples.
Mar 20th, 2011
Anita
joep, gestalt is not about sillhouetes, but about what your mind recreates with the information it’s given by the eyes, so when you see the shortened logo of coca cola, you will remember coca cola, because that is what your eyes connect, and that’s the point of a logo.
The funcionability of a “shortened logo” is all related to how well people know the brand (memorabiility).
It is a good idea for a specific use, when it is needed to be used in a smallest, shortest way… or just for fun!
I think it does work, because it is the same as a shortened word f.e.: mr. for mister – you do still understand it. Definitely it has to be “designed”, not just an accidental incident. But i guess that the whole point in these examples, is precisely the fact that we can still see what brand is being shortened, without an explanation, i dont read anywhere coca cola, ikea or heineken to know those are the “shortened logos”.
peace and love
Apr 1st, 2011
Steve Sprague
I don’t see why this is a big deal… Hasn’t Nike been doing this forever?
Apr 6th, 2011
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