TYPOGRAPHY WITH BRAND IDENTITY
Multilingual Branding A lot of brands do not only cater to a specific market. These brands are international, meaning that their target customers are from different regions, countries, and cultures. This means that brands have to start focusing on making themselves multilingual. This means more than a direct translation, but an understanding of the cultures that they are advertising to. Sometimes the direct translation of your brand or product may mean something completely different in certain languages. For example, Chevy marketed their car, the Chevy Nova, to Spanish speaking countries.
The embarrassing thing is that “no va” in Spanish translates to “no go “ or “does not work.” Another example is Coor’s slogan “Turn it Loose” which can be roughly translated to diarrhea in Spanish. Multilingual branding should result in similar responses to different cultures. Instead of hoping that the brand name or product will come across well internationally, try to adapt the branding in certain areas to appeal more to that area. Unfortunately, there is not much information about companies or brands that use multilingual branding but I guess they rely on their logo to get the recognition.
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