I'm an avid fan of Tostitos scoops chips, so I eat them all the time. The logo used by Tostitos to market their products is extremely creative, which may be one reason I was drawn to them in the first place! The logo looks pretty standard upon first glance, with the first and last half not having many abstract variables of traditional typography. The middle of the word is where all the fun is, as the t’s and i in the center of the word do not follow traditional letterforms. The abstractions in these letterforms creates the appearance of two people sharing a Tostitos chip above a bowl of salsa. Not only that, but they are able to clearly maintain their original letterforms, so no readability is sacrificed. I think it is very clever.
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