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.)
In many ancient cultures, traditional patterns are imbued with symbolic meaning that turn the objects on which they appear into amulets believed to bestow powers that protect a person from danger or harm. What better place to add this extra measure of safety than on a bicyclist’s headgear. Korean designers Kim Jungwoo, Kim Yoonsang and Park Eunsug found that the dramatic Sun Ja Mun pattern, a symbol for love, living and luck, was well suited to the cut-out design of a bike helmet, and also appealed to the bike rider’s philosophy of life.
Extending a brand into global markets isn’t a straightforward process. Product makers have to consider all kinds of cultural and language barriers. Can the letterforms be read? Can the name be pronounced? Does it have a pleasing or harsh sound when spoken? Does the name mean something else in another language? (An example is the famous case of the Chevy Nova, which in Mexico translates to “doesn’t go.”) Then there is the challenge of trying to maintain some graphic consistency so the brand is truly global and not the same product that looks different in every regional market.
Consider how Carlsberg Beer and Coca-Cola graphically translated their logotypes into multiple languages, for example. LogoDesignLove brought the Carlsberg comparisons to our attention. With Carlsberg, note the way that the designers tried to carry over the signature style of the brand — the flat-top squared-off “C,” tri-leaf accent pattern, the swash decorative flourish under the type, the brushstroke-like serif on the last “r.” Although the letterforms differ dramatically from language to language, the various logotypes have a family look that suggests their roots stem from the original Danish Carlsberg logo.