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 »
This poster has a history that spans decades and continents. It started in 1952 when American photographer Harold Feinstein created a photomontage of Brooklyn’s Coney Island Boardwalk that looked like a music score. Sixty years later on the other side of the planet, someone at Havas Worldwide Turkey in Istanbul flashed on Feinstein’s photomontage while brainstorming ideas for a print ad for Acik Radyo, the only non-state-owned radio station in Turkey. Acik Radyo covers global social and cultural issues and airs all types of music from around the world. Its motto is “Open to all sounds of the universe.” Feinstein’s artistic photomontage perfectly expressed the theme “Music of the People.” The poster was a big hit and went on to win multiple prestigious international honors, including the Cannes Gold Lion and Epica Grand Prix award.
Even though today’s consumers are likely to buy their Coca-Cola in a can, the original contoured bottle shape and bright red color are instantly associated with the beverage in every part of the world. Istanbul-based Ayse Celem Design felt no need to call out the product by name, but let shape and color serve as the brand identity for this promotional calendar for Coca-Cola Turkey.
This one-minute commercial was produced by Leo Burnett to announce the launch of the Turkish edition of The New York Times. Actual pages from the first edition of the newspaper were used to “wallpaper” the façade of recognizable landmarks in Manhattan and Istanbul, giving viewers a quick tour from New York Harbor to the Bosphorus. Notice how the financial pages were used to create the NYSE and Wall Street and the entertainment pages Times Square, etc. The clever ad was directed by Quba Michalski, with 3D and compositing by Dreambox.