Great logos are a subtle blend of the typography and graphical, but switching the languages presents many challenges. Alex sums up your options.
If you asked for the most general definition of a logo, you’d probably get something like “a mark that stands for a company or product.” The implication is that it doesn’t matter what the mark is; anything could work. But then, can we assume the effect of a logo is universal—even across languages?
Apparently not, based on the number of global companies that have rendered their brand marks in local languages and alphabets as they set up shop in foreign markets. Logos evidently don’t operate on quite such an abstract level after all; they are ultimately linguistic artifacts and must be reckoned with as such.
So now we have a great design challenge. How do you render a famous brandmark in a new language and/or alphabet, while preserving its general look and character? Check out these great examples of multilingual branding.
Via Russ Merz, Ph.D.