Have you ever wondered what happens when logos are translated to other languages?
After moving back to Bangalore, I have been noticing how the company names are translated in local languages on neon signboards. Bangalore requires that the sign boards be displayed in kannada along with English. While the sign boards in English are well thought and designed, when they are translated to Kannada or Hindi they forget to carry forward the visual, specifically the type treatment of the original logo. Very few signboards redesign the structure, form, proportion and font metrics of the local script to match the original.
Eg: the below logo in Kannada just italicizes a common font in that language. It also misses the green leaf which is part of the logo. Ultimately, it is unable to visually translate the brand into the local language.
This one forgets to carry the font weight of the original logo.
Many times, the translated logo, either in Kannada or Hindi seem to exist only to please the law enforcing authorities. So they are predominantly smaller in size and placed in a corner.
There are few logos which translate their visual identity very well. Below is one of my favorite.
Some may argue since the main logo is in Kananda, a lot of thought might have been put to carry the type characteristics to English.
However, most of the companies can also invest in finding or even creating new type in local languages which match the type of the original logo. It ultimately helps carry the brand to the local consumers.
But why does translating the type treatment matter? Simply because logos are a visual depiction of the brand. And the brand carries the company's vision and all that it stands for. Hence, it is imperative to have similar type treatments across various scripts.
p.s. The above comments are only limited to typography and have nothing against the company or brand
Read more articles on typography in my blog - http://veenadesign.blogspot.com