Graphic hybrid commercial names in Arkhangelsk region

The article considers the structural, semantic and functional features of commercial names, which are a mixture of Latin and Cyrillic graphics. The object of analysis is the commercial names in the Arkhangelsk region. Resource of the materials was the data of electronic application "2GIS". In the marketing communication process mixing of Latin and Cyrillic elements observed as one of the language game variant. It helps emphasize the specifics of an enterprise or firm, saves language resources and attracts the consumer of goods or services.