Through the use of neon signs, Mehmet Gözetlik, Istanbul-based art director of Antrepo design agency, demonstrated how 20 of the best-known Western brands might be translated into Chinese.
In an interview with the International Business Times, Gözetlik pointed out that China is now the world’s largest economy and has a current population of 1.35 billion people. Yet, he adds, foreign companies take a literal and phonetic approach to presenting their brand, instead of considering how the logo translates visually and culturally. “Most of today’s Western brand identities are created by Western design companies, based on Western culture. It means we have two separated worlds, because of our DNA. So, there is more misunderstanding than we thought. We don’t actually understand many things we assume that are understood. We are like a person who misses the view while reading on the train. We are not aware of where we are coming from, going to or passing by,” Gözetlik said. Read More »
It’s not always as simple as applying a single set of graphic standards across the board when a brand expands into foreign markets. In some cases, the brand name may be difficult to pronounce in the native language or the letters may translate into a word that is negative or obscene. Or the graphic mark may include a detail that may be perceived as insulting or culturally taboo. The challenge for brand designers is to adapt the logo to the region, while preserving enough elements to make it recognizable in every part of the world. Ideally, travelers to a foreign country will recognize the brand identity on sight even if the letters or image differ from what they are used to in their own culture. See if you can name these brands. (Answers after the jump.)
Explaining its views on coffee, illy argues “If coffee is experienced with all five senses, the very objects that hold coffee should please the eye.” Given that brand philosophy, the Trieste, Italy-based coffee company sought to elevate the humble coffee cup “to meld the sensory pleasures of coffee and art.” In 1992, it commissioned renowned architect Matteo Thun to design what is now the iconic illy espresso cup. From there, illy asked some of the world’s foremost artists to use the white ceramic surface as a canvas for their original art. The illy Art Collection was born. Over the past two decades, some 70 artists, including such contemporary masters as Robert Rauschenberg, Jeff Koons and Julian Schnabel, have contributed to the collection. The cups and saucers in the illy Collection can themselves be appreciated as works of art worthy of display in galleries and exhibitions.
Starbucks in the UK found a novel way to promote its discount latte special, available only on Mondays until February 18. London-based ad agency AMV BBDO created a stop-motion video to tout other great events that happened on a Monday, citing Neil Armstrong’s first walk on the moon, the first chiming of Big Ben, the first performance of Shakespeare’s Macbeth as examples. The entire commercial was produced in-house at Brand New School, using items from Starbucks for props. Coffee cups, napkins, wooden stir sticks, straws and corrugated java jackets serve as stand-ins for super heroes, landmarks and Macbeth’s three witches hunkered around a cauldron stirring up “toil and trouble.” The charm of the animation is its playful homemade quality. The only question is did someone at AMV dream up the idea on a Monday?
There are many reasons why corporations update, revise or simply abandon their logos. The old mark may feature antiquated technology or not be politically correct by today’s standards. It may no longer reflect who they are, the size of their current business or what they sell. Or it may have been drawn by the founder or a promising art student when the firm was a cash-poor startup. Whatever. The result was a logo that looked amateurish and generic. This is a tough quiz, made harder because we had to remove the brand names on some logos so they didn’t give away the answer. When you pair the logo with the brand however, you’re likely to be surprised. Good luck!
Since the DC Comics logo (the DC stands for Detective Comics) first appeared in April 1940, it has gone through more quick changes than Superman — four logo revisions in the 1970s alone. Now DC Comics has unveiled yet another logo update. This time designed by Landor Associates.
The new logo, which launches in March, shows the “D” peeling back to reveal the hidden “C,” suggesting the dual identity of the DC Entertainment superheroes. Designed to look three-dimensional and be adaptable to different media, the new logo allows for color changes and texture and image changes within the “C.” It is easily animated and quickly customizable too.
Apple identifies itself with an apple; McDonald’s with its golden arches, and Nike with its swoosh. Does Starbucks’ green mermaid enjoy the same graphic brand recognition without accompaniment of its name?
In unveiling its new no-name logo yesterday, Howard Schultz, Starbucks’ CEO, explained that the 40-year-old company had moved away from its core coffee offerings and the new logo was “more suitable” for the future of its business. Signaling that the company has broadened its branded product line by dropping the word “Coffee” from its identity makes sense, but why drop “Starbucks” too?
About 12 years ago, we posted a quiz, called “The Human Touch,” in @Issue, challenging readers to name the face in the trademark. We are updating it here because back then, there were too many to fit on a spread, so some favorites had to be left out. Also, in the ensuing decade, new brand “people” have emerged and some have been given much-needed facelifts. The reason why companies give their brand a face hasn’t changed, however. Faces are often more memorable than an abstract mark. The right face can humanize a product and give it personality. It can imply the endorsement of an expert. Or it can just make the brand seem more likeable and fun. See if you can connect the face with the brand. The answers are on the next page.
The must-do gift of the Chinese Mid-Autumn Festival season, mooncakes have become more luxurious and lavish in their presentation than ever. In China, mooncake gifting is a multi-billion dollar industry. Opulently packaged mooncakes, typically sold in boxes of four, cost upwards of $45, with each cake elegantly displayed or nestled in its own container. As pricy as this is, Chinese social etiquette pretty much demands that everyone give these sweet delicacies to friends, family, co-workers, clients and sometimes even government officials during the Mid-Autumn Festival, also known as Moon Festival.