by Vivi Feng
Today there are more and more brands enter into the international market. Though English is the most spoken language among the world, having a logo in the local language will help a company to enter the local market easier. Here are some examples I found.
1. Fedex logo in English and Arabic: the purple and orange combination and the hidden arrow are the key elements for these logo. While Arabic sentences are read from right to left therefore this Arabic version of arrow also points to the left. However it reminds me of the redesign of the daily object by MASAHIKO SATO. His design based on the normal perception of left as departure and right as arrival. And since Japanese also need to be read from right to left, I think the arrow pointing to left may lead to a wrong perception.
2. CNN logo in English and Spanish: just an accent note indicates “Spanish” in a second. It’s just smart.
Since I come from China, and have seen a lot of internationally recognized brands entered the Chinese market and doing well. I think how they brand themselves in Chinese is interesting.
3. NESCAFE logo in English and Chinese: The top bar stretched from the first character is the key element of this logo. Also the Chinese type keeps the original style. However, the first character is bigger than other characters, which makes the Chinese version look unbalanced. While it doesn’t hurt the original English logo. One reason could be the English version gets its accent note on top of last letter.
4. Pepsi logo in English and Chinese: The symbol and same style of the italic type keep its consistency.
5. Johnson&Johnson logo in English and Chinese: the swirling type inherit from the English logo makes the Chinese type local while consistent with the English version. I like this execution.
6. Lay’s logo in English and Chinese: the graphic composition keeps its consistency. While the Chinese type keep the feeling from the English, the kerning could be improved for sure.
Besides these, I also found some other conclusions made by other website.
Carksberg’s international logos:
And of course, Coca-Cola’s logo
This is our first post, hope you like. And also, please provide more logo in different language version, we can talk, comment and critic on it.
Thank you for reading!