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Lots of businesses create deliberately deviant spellings to offer "stand out quality". Take Kwiksave, Kwikfit, Krispy Kreme and my old favourite (sadly no longer with us) Mr Byrite. At some point, a creative in an advertising agency decided that Qu and C were just old-fashioned and that K was where it was happening. K was cool...sorry Kool. Is there something intrinsically more exciting about K than C, or is the act of mis-spelling something part of the rebellious appeal of a brand? Vodafone chooses to use f instead of ph and Toys'R'Us abbreviates too, but do we see them as edgy, unconventional brands? Maybe not.
But is it harmless fun, or is this trendy phonetic spelling something that sends out mixed messages to younger people? Is it leading to an acceptance of bad spelling? One teacher quoted in the BBC piece, Mark Rayner, seems to think so:
In terms of grammar we are fighting a battle on many fronts, from text speak, on the internet, even in emails now you find shortened words are creeping in. Pupils regularly write C for see and U for you. But one hopes schools can still teach the correct spelling and grammar.
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Source: http://englishlangsfx.blogspot.com/2011/09/stoking-up-spelling-trubble.html
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