Know-How Exchange : Strategy

I think before you design a logo you have to make that decision to take into consideration exactly what you're saying.

Once the logo is done you have translation problems unless you can design a new logo for each language as a division of the main company. If not, just translate the tagline. Don't change the logo which is a representation of your brand.

Just thoughts.

Michael

As Michael said, with logos - and extend this to tag lines and all marketing information - deciding to whom you are going to me marketing and therefore what considerations you need to make the logo fit those audiences is an "up-front" activity and part of your marketing strategy. Colors, shapes, and sounds have all kinds of idiomatic contexts in various cultures and need to be understood prior to spending the money and creative time. Take the Japanese vacuum cleaner who's campaign was translated for the western market: This vacuum cleaner really sucks!" I'm sure they got attention, just not the kind they were looking for.

Specifically with respect to your logo - a logo is a symbol. Again, your marketing strategy should define what this logo symbolizes, but it does not necessarily have a literal translation. Take Coca Cola's logo. Literally, you could say it means a soft drink made from the cocoa bean. But there is no need to translate the logo into other languages because it's a label, a symbol. And the marketing efforts Coco Cola makes define and periodically redefine what the brand they label "Coca Cola" means. That work is translated and checked in the many languages and cultures to ensure the proper meaning. But not their logo.

I hope this helps.

Wayde

There are many compenents to a logo.

Symbols and symbolism:

Obviously, it's by far easier if you create a symbol to represent your company. As an example, the oriental symbol for Yin and Yang is a black and white swirl intertwining in a circular shape. I don't have to speak any of the dialects that once I have been educated to the concepts and theories behind Ying and Yang to understand what the symbol image represents....the symbol transcends mutliple languages. A picture speaks a thousand words if you will.

Wordmarks:

a wordmark is a symbol that contains a word or a part of a word.

If you use a word as part of a logo, you begin to limit the scope of your logo. Coca Cola is a decent example, but, it is one that has broke the langauge barrier....multiple nationalities identify with the logo, and the english word Coke and coca-cola has entered into use in other languages. its a powerful example of what a logo and a brand can asipre to.

American Express is another example. The words American Express are a powerful identifier in the USA. But, here in Canada, is it a help? Or, does it's geocentric implications hinder development and association (American patriotic pride may not neccessarily transcend borders nor inspire Canadians to be drawn to the brand). I suspect it neither helps nor hurts Amex.

Word marks do not translate well. An english word forming part of a logo, becomes meaninless in Arabic script. The swoops and swirls of a letter E perhaps mean nothing on a sign in the streets of Dubai. In time, yes, it could grow to represent something, but that is an uphill battle requiring time and funds...both of which are usually in limited supply.

So, as was previously stated, the time to make such decisions with respect to international markets, was when the company was being formed, and marketing strategy was being laid. You could have made a decision about the logo then. But, so it's after the fact. No big deal, at present you will have to make an additional investment of time and money. You've done a good thing coming here and asking your question, which will save you a little of both limited resources.

Good luck on re-developing your logo.

Darcy Moen
www.customerloyaltynetwork.com