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.

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.

‘hamburger’ for burger king

‘toy’ for LEGO

‘gasoline’ for shell

‘credit card’ for mastercard

‘gin cocktail’ for martini

‘jeans’ for levi

‘sneakers’ for converse

‘car’ for ford

‘underground’ for the london tube

‘computer’ for intel

‘diet cola’ for pepsi

detail of neon sign