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.

• 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)