When this museum’s main attraction is a shawl, its ingenious to drape one in a way to form the logotype “M”, as Moscow designer Vova Lifanov did for the History Museum of the Russian Shawl in Pavlovsky Posad. The colorful, lavishly patterned shawl is a national symbol of Russia. Like Russia itself, the shawl traces its roots to a mix of East Asian and European influences. Centuries ago trade with Persia popularized the wearing of Persian shawls bearing decorative patterns that looked strikingly similar to Persian rugs. The word “shawl” itself is of Persian origin. When Russia began producing its own shawls, it integrated its own Russian ornamentation into the design. Lifanov captured all this for the museum by creating a flexible identity program that allows the use of different patterns and colors on objects ranging from business cards to shopping bags and coffee mugs.
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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.
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Clocks have come in analog, digital, sundial, atomic, round face with hands that point to hours and minutes, and numbers that flip forward with each advancing minute. The Qlocktwo Touch, made by German design company Biegert & Funk, is the only clock that I can think of to declare the time typographically in a complete sentence. It’s perfect for dyslexics.
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