A well-designed logo can serve as a lightning bolt to light up its brand and spark the sense of instant recognition at the back of viewer’s mind. But what if you see a famous logo in a completely different language, presume, Chinese? Does that lightning bolt still strike in the same manner?
This is something an Istanbul-based artist Mehmet Gozetlik wanted to reveal and his effort to figuring this out comes out as his new project, Chinatown. Gozetlik, in this project, reinterprets well-known and well-accustomed Western logos as the neon signs that appears to be plucked right from the side of your nearby Chinese restaurant.
On the signage examples, Mehmet maintained the graphic identity recognized by the consumers around the globe, but described the company’s brand in Chinese characters — e.g., the Shell Oil signage reads “gasoline”; Starbucks reads “Caramel Macchiato”, etc.
This effort of Mehmet fascinatingly expresses that how, and why, different logos are pasted in our brain. All in all, Chinatown’s signs seem to show that the sweet spot for the well-known logos that can bridge the gap between the East & the West can exceed the limitations with its distinctive art than its typography. For example, logo like MasterCard, 7-Eleven, Shell, Burger King, Pepsi, etc. were easy to recognize by their shapes and colors. While the mascots were helpful in recognizing other logos like Starbucks or Chiquita Banana.
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