ETC, a bilingual book collection

May 9, 2006

ETC is a book collection directed by my mother in law, Mabel Moraña for Editorial Vervuert Verlag. A publishing house based on Madrid and Frankfurt. The goal was to create  a bilingual identity (Spanish/English) for Essays on Cultural Theory o Ensayos de Teoría Cultural. For both denomination the expresion “ETC” was mean to be, as an common expression in both languages.

I’ve perceived this multilingual branding trend lately. The new “Culinaria” grocery store in Downton St. Louis is a good example of this trend. Usually the brand is built based on a Latin lexical root, that provides a common ground for multiple languages.

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