Brand Localization is the process of adapting the business brand that has been previously created into different languages to a specific country or region. It is the second phase of a larger process of product translation and cultural adaptation for specific countries, regions or groups to account for differences in distinct markets, a process known as internationalization and localization.
A logo as one of the most visual cues of a complete brand identity is a very powerful thing. However, a logo in a form that is not understood by its intended audiences or compromising the brand’s core message is quite another thing.
For international brands that use Latin calligraphy for their logos translating/converting into the Arabic equivalent whilst retaining the overall feel of the original typographic style is not an easy task. The “Localisation” of logos, as it’s commonly referred to, has always incited some interesting discussions among communication design professionals, with most in agreement that there needs to be more respect of the calligraphic rules of each style.