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 »
In the realm of classic comic book heroes, there is Spiderman, Superman, Batman, Wonder Woman, the Hulk, the Green Lantern …and Tintin the baby-faced boy reporter. A comic strip introduced in 1929 by Belgian cartoonist Herge (Georges Prosper Remi), “The Adventures of Tintin” relates tales of a Belgian teenager with a round head and a dorky quiff hairstyle who is dispatched by a youth newspaper called Le Petit Vingtieme (the Little Twentieth) to file investigative reports from hot spots around the world. Unassuming and good-natured, Tintin gamely goes wherever he is assigned, taking his little fox terrier, Snowy, with him. His travels often put him in the midst of political upheaval in the land of the Soviets, the Belgian Congo, China, Chicago, Latin America and elsewhere, and in trying to get to the bottom of a mystery, he is forced to deal with ruthless special agents, diamond smugglers, Al Capone gangsters and other villains who want to run him over, shoot him, torture him, kidnap him and feed him to crocodiles.Tintin and Snowy deal with each encounter without fear and get themselves out of each jam through quick-thinking action and sometimes through sheer dumb luck. What has kept Tintin so beloved over the decades is that he isn’t presented as an egotistical super human like Spiderman and Wonder Woman, but as an average young man who doesn’t seek out danger but doesn’t run from it either. In Brussels, Tintin and Snowy are honored with a life-size bronze statue, and they are even commemorated on a euro coin, which is legal tender in Belgium. An unlikely action hero, Tintin is probably the most admired fictional Belgian in recent history.
In some ways, these fanciful bus stop shelters in Krumbach, a tiny village in Austria’s Bregenzerwald (hunchbacked world) region, look like an architect’s idea of three-dimensional doodling, but they have managed to make the town a tourist attraction by boasting the world’s most unusual bus stops. Krumbach, which has a population of about 1,000 people spread across acres of scenic farmland, recently formed an association to promote itself as a cultural destination. To foster an international exchange of ideas, it unabashedly invited seven world-renowned architects from Japan, China, Norway, Spain, Belgium, Chile and Russia to each design one bus stop in the village.
“The aim of this project is to link design achievements of international architecture with the know-how and skills of local handcraft-based businesses in Bregenzerwald,” one organizer explained. “This is made possible by involving regional architects as a kind of mediator between foreign creative work and the abilities of our craftspeople.” Although the selected architects were used to being commissioned to design mega-million dollar buildings with doors and windows, they accepted the humble assignment. In lieu of money, the architects were offered a free holiday in Krumbach’s 11th century castle-turned-hotel. The bus shelters were unveiled to the public last May. Without doubt, they put Krumbach on the cultural map. Finding Krumbach’s newest art installations is easy; just hop a bus and get off at the stop.
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.)
Read More »
Argentine architect Andrea Stinga and Colombian graphic designer Federico Gonzalez put together this animated video of globally renowned architects and their most notable work. The minute-and-a-half long video manages to squeeze in a lot of information, including architects and landmarks from around the world. Still, art director Gonzalez apologizes that some legends had to be left out because they only needed one architect per letter of the alphabet. Stinga is a principal in Ombu Architecture, based in Barcelona, Spain. The music soundtrack is “The Butterfly” by Eugene C. Rose and George Ruble.