mehmet gözetlik conceptualizes trademark translation in chinese
 
mehmet gözetlik conceptualizes trademark translation in chinese
feb 09, 2015

mehmet gözetlik conceptualizes trademark translation in chinese

mehmet gözetlik conceptualizes trademark translation in chinese
‘caramel macchiato’ for starbucks
all images courtesy of mehmet gözetlik

 

 

 

brand logos are so frequently seen that we are able to recognize the company graphically even before we read their name. the ways in which we interpret visual messages became an interesting source of discovery for istanbul-based designer mehmet gözetlik during the creation of his ‘chinatown’ series, which sees well-known western logos through chinese letterforms.

 

 


chinatown: the chinese translation of trademarks by mehmet gözetlik
video courtesy of

 

 

 

presented in a classical neon-sign-style associated with advertising, the 20 artworks display symbols from starbucks to shell gasoline, spelled out in chinese characters. basic words for translation replace the english words we’re used to seeing with the chinese translation of the products being sold: products like ‘caramel macchiato’ for starbucks, ‘car’ for ford and ‘toy’ for LEGO maintain clear visual continuity, while asking the viewer to question what it means to see, hear and become fully aware of a brand. ‘chinatown’ also seeks to demonstrate our unfamiliarity to the language of over 1.35 billion people, when one cannot read chinese themselves.

mehmet gözetlik chinatown: the chinese translation of trademarks
‘hamburger’ for burger king

mehmet gözetlik chinatown: the chinese translation of trademarks
‘toy’ for LEGO

mehmet gözetlik chinatown: the chinese translation of trademarks
‘gasoline’ for shell

mehmet gözetlik chinatown: the chinese translation of trademarks
‘credit card’ for mastercard

mehmet gözetlik chinatown: the chinese translation of trademarks
‘gin cocktail’ for martini

mehmet gözetlik chinatown: the chinese translation of trademarks
‘jeans’ for levi

mehmet gözetlik chinatown: the chinese translation of trademarks
‘sneakers’ for converse

chinatown: the chinese translation of trademarks by mehmet gözetlik
‘car’ for ford

chinatown: the chinese translation of trademarks by mehmet gözetlik
‘underground’ for the london tube

chinatown: the chinese translation of trademarks by mehmet gözetlik
‘computer’ for intel

chinatown: the chinese translation of trademarks by mehmet gözetlik
‘diet cola’ for pepsi

chinatown: the chinese translation of trademarks by mehmet gözetlik
detail of neon sign

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