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.
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What happens when two branding experts join forces to start a sushi restaurant? Maki-san, that’s what. This one-location, create-your-own sushi place in Singapore looked too well conceived to be a humble local startup. A little online snooping unearthed the fact that Maki-san was started by art director Joseph Koh and copywriter Omar Marks, whose roots trace back to McCann Erickson Singapore. That explained why the brand concept seemed to cover all the essentials — graphic tone of voice, color palette, market positioning, typography, logo, target audience, etc. — indicating that professionals were involved.
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The recent publication of Peter Richardson’s “A Bomb in Every Issue: How the Short, Unruly Life of Ramparts Magazine Changed America” evokes memories of when San Francisco dominated pop culture and counterculture.
The 1960s gave birth to what became known as “the San Francisco Sound” (the Grateful Dead, Jefferson Airplane, Sly and the Family Stone, Santana and others), the hippie movement, vocal anti-Vietnam War protests, and some ground-breaking magazines including Rolling Stone (1967), Berkeley Barb (1965) and later Mother Jones (1976). The magazine that preceded and influenced them all was Ramparts.
Founded in 1962 as a Catholic literary quarterly, Ramparts soon became the muckraking voice of the New Left when Warren Hinckle took over as executive editor and Robert Scheer joined as managing editor. Noam Chomsky, Seymour Hersh, Hunter Thompson, Eldridge Cleaver, Christopher Hitchens, Ken Kesey, Allen Ginsberg, Susan Sontag, Erica Jong, Gabriel Garcia Marquez, Jann Wenner, and Adam Hochschild were just a few of the noteworthy writers who contributed to the editorial content.
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