KOREASCHOLAR

OVERSEA BRAND TYPOGRAPHY: IS IT POSSIBLE TO MAINTAIN BRAND CONSISTENCY ACROSS WRITING SYSTEMS?

Weixi Kou, Franck Celhay, Peiyao Cheng, Mathieu Kacha
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422937
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.907
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

For the many companies that operate internationally, the challenge of translating brand typography into different writing systems is a crucial and complex one. To address this issue, specialized type designers developed "bilingual typography": localized brand typography meant to preserve the original visual identity. They assume that by mimicking the appearance of the original typography, the newly created non-Latin typography will maintain brand consistency. However, no research investigated whether such approach is efficient.

Keyword
BrandingCommunicationDesignSemioticsTypography
Author
  • Weixi Kou(CEREFIGE, Université de Lorraine, France)
  • Franck Celhay(Montpellier Business School, France)
  • Peiyao Cheng(School of Humanities and Social Sciences, Harbin Institute of Technology (Shenzhen), China)
  • Mathieu Kacha(CEREFIGE, Université de Lorraine, France)