Advertising Portfolio: Making words fit the brand image

Bruel & Kjaer

Bruel & Kjaer is very strict about its brand image. The corporate design guidelines ensure that its advertisements all fit a well-defined and consistent 'look and feel' but the trade-off for this aesthetic focus is that the advertisements carry very little space for text.

The result is a severe challenge to come up with wording that puts across the correct marketing messages despite the fact that the technology being promoted invariably involves some large words and phrases.

Essentially the only way forward is to keep the headline and straplines very short and use bullet text to highlight the salient points.

This style worked well for a whole series of A4 advertisements, quarter-page advertisements, product cards and datafiles alike.

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