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You are here: Home / Conferences / Barcelona 2014 / Presentations programme

Global Branding and Arabic

Integrating Arabic script and culture in global brand identities
When Sat 20 Sep 1645
Where Museu del Disseny
Who Rezan Gassas

Due to the high visibility of global brands in the Arab world, multi-script corporate identities are in high demand. The presentation considers the process a brand’s visual identity must go through beyond simply ‘translating’ the logo in isolation from other key elements. Arabic is by nature very different from Latin script, having many differing attributes including the direction of reading and writing, one of the first adaptation issues for a brand identity. This presentation will shed light on the current state of the global brand identities’ adaptation to Arabic, identifying aspects of good practice within an ongoing process of research.

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