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Arabicization
DEFINING THE RIGHT BALANCE OF ARABIC IN BRANDS CREATED FOR
OR DEPLOYED IN THE MIDDLE EAST




                                                insights, opinions and ideas
                                                on the world of branding
Arabicization                                                                           1
August 2009




For more than a decade, FutureBrand
has been creating, evolving and
expanding brands in the Middle East.
During this time, we have witnessed
significant evolution in the sophistication
and understanding of marketing in the
region. Our clients today seek not only
to build world-class brands but also to
develop ones that stand for something
uniquely compelling from an Arab
perspective. This is a far cry from when
we first entered the Arabian Gulf, a time
when the notion of branding as a fuel for
marketing efforts was largely unknown.
In the FutureBrand 2008 Gulf Real Estate Study, we showed examples of
how real estate and hospitality brands have developed a more Arabic-centric
orientation in their names and design. This shift signals both the market’s
increased maturity and the desire to find what we call “the authentic”—real and
meaningful links to the region’s heritage—which has resulted in the creation of a
unique voice and expression for Middle Eastern brands.

As this practice becomes more pervasive, the challenges we often face include:
 • When should (or shouldn’t) Arabic be used?
 • What are the options for adopting Arabic in a brand name?
 • What are the related options for brandmark design?
 •  hat are the customs, laws and regulations surrounding brand identity, and
   W
   how do these differ throughout the region?

This article examines these questions, illustrates a set of options and
considerations, and shows examples of how we have addressed similar topics for
clients in the brands we have established over the past ten years.

This topic is interesting because it spans from cultural and emotional issues to very
technical and regulatory ones. There is no single right method or one-size-fits-all
approach for incorporating Arabic in brands. In fact, we see a range of possibilities
and opportunities that depend on everything from tactical necessities such as “What
is the brand’s primary geographic and cultural focus?” and “What are the governing
laws and rules within that particular country for that particular category?” to
strategic choices such as “What is the right fit for the brand and its name?” and
“What unique category opportunities will enable the brand to stand out?”



Think ahead. Stay ahead.
www.futurebrand.com
Arabicization                                                                                                      2
August 2009




Naming
On most occasions, the issue of using Arabic or “Arabicizing” the brand comes             Our clients today
to the forefront during the naming process. An increasingly predominant method            seek not only to build
of incorporating Arabic-ness is through the use of Arabic words for brand names.
Some well-known examples of these are Jumeirah (an ember or coal), Emirates
                                                                                          world-class brands
(Principalities), Masdar (the source), Thuraya (the Pleiades star cluster) and Al         but also to develop
Jazeera (the island). The primary use of Arabic can embed cultural, regional and/         ones that stand for
or category significance within a brand.                                                  something uniquely
Naming Examples by Category
                                                                                          compelling from an
                                                                                          Arab perspective.
 Category           Arabic Themed                     English Themed

 Energy             Taqa (energy)                     Saudi Aramco
 Real Estate        Nakheel (many palms)              Limitless
 Finance            Forsa (opportunity)               National Bank of Kuwait
 Telecom            Zain (good)                       Batelco (Bahrain Telecom)



The ease of pronunciation in both English and Arabic is an obvious consideration
when selecting an Arabic word for a brand name. Most Arabic letters are
pronounced with sounds that coincide with similar sounds in the English
language and are therefore relatively easy to say and remember (and trademark) in
English. Some Arabic letters, such as “ayn” ( ), are difficult for English speakers to
pronounce, so words including those letters are often avoided. Likewise, there are
a few English letters that have no equivalent in Arabic. For example, because there
is no “P” in Arabic, the translation of the Pepsi name is actually written “Bebsi” in
Arabic.

Regional Arabic dialects are now being used in some cases to add authenticity
and to counter a crowded new brand landscape. Though this can provide a very
powerful way to gain a proprietary edge, this method can be problematic, as
meanings can vary from place to place. Similarly, despite a desire to utilize classical
Arabic, the practice is largely avoided because these words tend to have many
connotations that vary widely by geography. A well-suited classical Arabic word in
one locale may be an inappropriate name in another.

Arabic also does not allow combined or joined words, a practice that is very
commonplace in English for new product naming (and for ensuring that the
name can be trademarked). This is particularly evident in the pharmaceutical
industry, with well-known brand names such as Viagra, Lunesta and Clariton.

The dominant approach for translation of Arabic names is a phonetic transliteration.
Instead of the English brand name adopting the meaning of the Arabic word (its
true translation), it takes on the English pronunciation of the Arabic. For example,
the brand           is transliterated into the Latin alphabet from its pronunciation as
“Nakheel.” But its literal translation—or meaning—is “many palms.”



Think ahead. Stay ahead.
www.futurebrand.com
Arabicization                                                                                                                                      3
    August 2009


    Dual-Language Identity Spectrum

              1   Separate                      2   Bilingual                     3   CAlligraphic                  4     Simultaneous




                                                                                      BRAND

    Design                                                                                           In most cases, each identity type along the spectrum
                                                                                                     may utilize an English or Arabic name, design
    After a naming direction is chosen, consideration of how to best represent the                   system, or other method to increase or decrease the
    brand and its Arabic flavor (if any) should be filtered through a series of options as           amount of perceived regional associations.
    defined above. We have developed this construct to help explain the opportunities
    to our clients ahead of or in tandem with an exploration on identity design. This
    range spans the integration of Arabic from more to less Arabic-centric. It aids in
    narrowing the identity development variables before finalizing a concept design.

1   Separate Identities
    When a streamlined expression is required or when global audiences are the
    focus, we often recommend designing separate identity options with limited use
    of the Arabic version—mostly to cater to Arabic-specific media or select signage
    programs. This approach requires careful management and controls, but it can
    lead to a strong, clear visual impact. When creating iconic brands such as Dubai
    World, Emaar and The Palm, we opted for this model, employing Arabic on a
    limited basis. This decision was largely based on the global role and multicultural
    audiences these brands were aiming to attract. It is important to note that these
    are nation-defining brands and warrant an international (English-dominant)
    expression similar to such brands as Samsung, Nokia or Lenovo (that do not
    generally use Korean, Finnish or Chinese versions of their logos). Furthermore,
    when creating the secondary Arabic version of the identity, the goal was to closely
    follow the spirit of the English typography without mimicking or looking too
    forced, so as to avoid compromising the legibility or recognition of the brand.
    	   Pros		 Cons
      	 Creates flexible language options	  	Handling complex asset
      	 uilds recognition of graphic,		 management and distribution
        B
    	 not type	                            	Determining balance of languages


2   Bilingual Identities
    This is considered the most direct, albeit the most cluttered, method to make an
    identity readable in both languages. One of the biggest drawbacks of this option is
    that it requires careful staging of the identity, especially in narrow or restricted-space
    locations, and it relies on a symbol rather than typography to carry the majority of
    the proprietary recognition of the brandmark. Additionally, brands with long names
    add a layer of complexity, requiring double the amount of space for typography.
    Since the languages are read in opposite directions, these designs tend to require
    symmetry or else the creation of a clear weighting of one language over the other.
    	  Pros		                                         Cons
     	 Bilingual readability	       	                 Limiting to other language extensions
     	 onsistency of single asset	
       C                            	                 More complex and cluttered
    		                              	                 Greater space requirements


    Think ahead. Stay ahead.
    www.futurebrand.com
Arabicization                                                                                  4
    August 2009




3   Calligraphic Identities
    This solution uses the Arabic name or a portion of it as a stylized symbol,
    allowing the typography to be read in English while the symbol communicates
    the brand name in Arabic. This method has a range of approaches, from highly
    abstract contemporary designs to artful linework inspired by the rich tradition
    of Islamic calligraphy. Two advantages of this option are that the design gains
    efficiency by using the Arabic characters as the symbol and the name itself,
    creating a double read, and that the overall aesthetic is unmistakably Arabic in
    flavor. One of the difficulties of this approach is the challenge of creating a mark
    that communicates clearly and in an attractive manner while also serving as an
    appropriate element or image that reinforces the meaning of the brand.

    Calligraphic-styled identities develop intrigue through symbols that are
    recognizable via the shape defined by the characters in the word. The brands
    we created for Taqa (Arabian stallion), Nakheel (falcon) and Forsa (flower)
    demonstrate the balance between legibility, symbology and composition that
    ranges from very contemporary to traditional Islamic calligraphic styles.
    	   Pros		                                     Cons
      	 Authentic-looking	         	               May limit international relevance
      	 Proprietary	               	              May confuse non-Arabic
      	 Culturally neutral among		                 readers
    	 international audiences

4   Simultaneous Identities
    When the opportunity exists, we examine the possibility of embedding Arabic
    and English into one wordmark composition. This is generally very difficult
    to achieve as Latin and Arabic typographic characters rely on very different
    underlying structures. When successful, this solution creates an effective bilingual
    palindrome—a rarity where the word can be read from both ends without its
    meaning being affected.
    	    Pros		 Cons
         Compact	                            	Difficult to invent/create
         Innovative	                         	 Limits use of a symbol
        	 ifferentiating within the market	
         D                                   	May confuse non-Arabic readers              egypt

    The considerations inherent in each of the alternatives along this spectrum
    illustrate the importance of understanding the full range of identity options. These
    issues also underscore the need for care in making strategy and design decisions
    that ensure an appropriate fit for the client, the brand and the marketplace.




    Think ahead. Stay ahead.
    www.futurebrand.com
Arabicization                                                                                                                                                                                5
August 2009

Gaps in GCC regulations on branding*

 Country         Trade Name                                                              TradeMark                                          Ads, Billboards  Signage

  Bahrain
                                                                                         	      No language restrictions                    	      Designs should be either
                        Trade names must be in Arabic and English.
                                                                                         	      were found.                                 	      100% Arabic or 50/50 (bilingual)1

   Kuwait
                                                                                         	      No language restrictions                    	      No language restrictions
                 	      No language restrictions were found.
                                                                                         	      were found.                                 	      were found.

                 	    Trade names must be in Arabic and be consistent
                  	   with the moral standards and public habits of                                                                         	    The inclusion of Arabic appears
   Oman          Oman. For companies with capital over 100,000 RO,                                                                          	    to be required, but no details
                                                                                         	      No language restrictions
                 words like “international,” “overseas,” etc., may be                                                                       are specified. Arabic messages and
                                                                                         	      were found.
                 used, and foreign names are permitted if there is no                                                                       artwork must be located above any
                 Arabic translation. Companies with capital over 50,000                                                                     English counterparts.3
                 RO may use words like “Oman” or “Omani.”2
    Qatar        	    No trade name restrictions around language were                                                                       	    The company name should be
                                                                                         	      No language restrictions
                 	    found. A registration fee of QAR 500 exists for                                                                       	    displayed in both Arabic and
                                                                                         	      were found.
                 Arabic names and QAR 1,000 for non-Arabic names.4                                                                          English.5
                 	    Trade names shall consist of Arabic or Arabicized                  	     There are no laws regarding
   Saudi         	    words and may not include foreign words except:                    	     Arabicization. The company’s
   Arabia        names of foreign companies registered abroad;                           name shall be its trade name and may               	      No language restrictions
                 companies with well-known international names;                          include a novel appellation or words               	      were found.
                 and companies of mixed capital, to be specified by a                    relating to the type of commerce in
                 decision issued by the Minister of Commerce.6                           which the company is engaged.7
                                                                                                                                            	     Arabic language should cover
                 	     Trade names should be Arabic in form and spirit
                                                                                                                                            	     at least 50% of the design’s total
    UAE          	     and indicative of the type of activity in which the
                                                                                         	      No language restrictions                    area. However, other international
                 company is engaged. Additional fees exist for the use
                                                                                         	      were found.                                 languages can be used alongside,
                 of a foreign name, for English or Arabic abbreviations,
                                                                                                                                            provided that the Arabic language is
                 or for a name that has an Arabicized word.8
                                                                                                                                            on the top or the right-hand side.9
* his chart is meant as an overview only, and may not reflect the full range or intent of legal regulations in each country. It is not intended as a substitute for legal counsel.
 T

Regulations
                                                                                                                                   Sources:
Occasionally the laws and regulations of a country, when they favor the use of                                                     1. ENG Worldwide, Bahrain

Arabic, influence the range of solutions. While Arabic requirements may seem                                                       2. Oman Ministry of Commerce and Industry –
                                                                                                                                      
                                                                                                                                      Controlling the Trade Names
appropriate for the Gulf region, one must consider that the population of the Gulf                                                    http://www.mocioman.gov.om/english/Investors/Rules_new1.html
states in total consists of approximately 50% foreigners, many of whom do not                                                      3. ENG Worldwide, Oman
speak or read Arabic. The resulting mix of cultures forces many consumer brands                                                    4. he World Bank Group – Starting A Business in Qatar –
                                                                                                                                     T
in the region to communicate in a universally understood language (typically                                                         Procedure 1, Application for approval of proposed name
                                                                                                                                     http://www.doingbusiness.org/ExploreTopics/StartingBusiness/
English). The prominence of non-Arabic speakers in this multilingual marketplace                                                     Details.aspx?economyid=157
has prompted legislation designed to protect and encourage the use of the native                                                   5. he World Bank Group – Starting A Business in Qatar –
                                                                                                                                     T
language. Surprisingly, regulations governing language in brand names and                                                            Procedure 6, Obtaining trade license and signage license
                                                                                                                                     http://www.doingbusiness.org/ExploreTopics/StartingBusiness/
marketing-related information in the region are generally scarce, inconsistent and                                                   Details.aspx?economyid=157
not systematically enforced.                                                                                                       6. Kingdom of Saudi Arabia – Ministry of Commerce  Industry
                                                                                                                                      
                                                                                                                                      The Law of Trade Names – Royal Decree No. M/15, Article 3
                                                                                                                                      http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726
The chart above shows a range of legal requirements in the Gulf pertaining to
                                                                                                                                   7. Kingdom of Saudi Arabia – Ministry of Commerce  Industry
                                                                                                                                      
the use of Arabic in branding and marketing. Limited awareness and irregular                                                          The Law of Trade Names – Royal Decree No. M/15, Article 2
enforcement of these regulations create confusion among many clients (and                                                             http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726

even local trademark attorneys) about the existence, extent and intent of the                                                      8. Government of Dubai – Department of Economic Development
                                                                                                                                      
                                                                                                                                      Trade Names – Conditions for Selecting  Approval of Trade
regulations as they relate to the execution of different marketing materials. Due                                                     Names
to this ambiguity, clients and their agencies tend to be overly cautious in their                                                     http://www.dubaided.gov.ae/main/gn/DoingBusiness/
                                                                                                                                      TradeNames.htm
approach to the use of language in naming and brandmarks. There is widespread
                                                                                                                                   9. overnment of Dubai – Department of Economic Development
                                                                                                                                     G
client-side preference for brandmarks that use bilingual typography, Arabic names                                                    Permit for Signboards – Note #6
or calligraphy in order to be politically and legally “safe.”                                                                        http://www.dubaided.gov.ae/main/gn/DoingBusiness/
                                                                                                                                     CommercialPermits/Signboards.htm




Think ahead. Stay ahead.
www.futurebrand.com
Arabicization                                                                                                   6
August 2009




Global Brands
As interesting as the range of options presented are, we are equally intrigued by
the choices some international companies make in their attempt to Arabicize
their brands. Do iconic global brands that simply create a mimicked version of
their logo really attain their goals? The answer remains largely in the eye of the
beholder, but to the right are three examples that we feel have not effectively
achieved balance, clarity or elegance in their Arabic execution.

Virgin, FedEx and Coca-Cola each are expressed in Arabic in a way that feels
forced, creating tension between legibility, recognition and symbology. The Virgin
mark captures the identifiable “V” of the English Virgin logo, but in Arabic it
appears at the end of the word as a “G N”. Because there is no “V” in Arabic,
three dots were added to the top of the beginning “faa” character to force it
to read as a “V”—a solution that is seen as unsophisticated in terms of Arabic
typography design. A similarly inelegant solution, the Arabic FedEx identity
has the distinctive arrow forced into the Arabic characters of the mark. Since
Arabic reads right to left, the white arrow points left. This left-arrow not only
feels contrived, but could be misunderstood by cultures that read left to right
as suggesting or symbolizing “backwards.” The Coca-Cola logo also wrestles
between legibility and recognition. The alternative-language wordmark sacrifices
much of the primary version’s character to read properly in Arabic. In emerging
markets where knock-offs flourish and trademark protection is weak, this
approach is likely to compound the challenge of brand protection.

These examples also call into question whether alternate-language, mimicked
identities are even needed for such established, globally renowned brands. Would
you (if you were fluent in Arabic) purchase a Rolex watch with the standard logo
or prefer the same timepiece with an Arabic version of the brandmark? Does the
potential goodwill these brands create by crafting an Arabic expression outweigh
the risk of brand dilution, being perceived as inauthentic or the loss of
recognizability? Would these major brands perform better overall with a simple
Arabic translation of the word near the English-dominant logo, instead of mimicry?

Creating a brandmark in a bi- or multilingual marketplace is just the beginning of
the challenge for both the brand creators and those who are deploying and             These examples
managing the brand. Issues like typography present additional challenges that must    also call into
be strategically managed across multiple marketing touchpoints. For example, there    question whether
is a limited (but growing) number of Arabic and English typefaces whose const-
ruction makes them well suited for working side by side in layouts. Selecting these
                                                                                      alternate-language,
complementary typefaces means weighing the benefits of visual balance against         mimicked identities are
reduced proprietary ownership, given the small number that are available. This may    even needed for such
be a worthwhile consideration if creating bilingual marketing materials is desired.   established, globally
Among the most common options for creating bilingual materials are Arabic
                                                                                      renowned brands.
and English on the same page or spread, Arabic and English starting at opposite
ends and meeting in the middle, and separate Arabic and English materials. Some
of the brandmark solutions from our identity spectrum are better suited to one
layout style than another, which illustrates the benefits of deciding on identity,
typography and layout styles together and ensuring that a logo decision is made
while considering where and how the brand will promote itself.


Think ahead. Stay ahead.
www.futurebrand.com
Arabicization                                                                                                                       7
August 2009




Deployment
Once a brand is ready to deploy, the process then generally involves developing
key components, including a series of guidelines and templates, as well as ensuring
that there is a clear strategy defining how to best leverage the Arabic design
components if they exist across marketing touchpoints, languages and cultural
barriers. When multiple identity signatures are used, the clarity around which assets
to use and when becomes further intensified by the requirements that vary across
channels and geographies. To effectively deal with these complex issues, we depend
on BrandHub, our proprietary online guideline system. This toolkit includes
standards, best practices, assets, templates and help desk to give marketing managers
and agency partners a dependable lifeline to help navigate these requirements.


Conclusion
There is no single or clear “right answer” for dealing with the topic of
Arabicization. We begin by gaining a deep understanding of the brand and its
                                                                                        The insights written in FutureBrand
strategy. We then follow with a flexible set of design variables, informed by our
                                                                                        articles are the thoughts of each author
Arabic logo spectrum. This gets layered onto the creative process of naming and
                                                                                        and are by no means a FutureBrand
identity creation. We consider whether the brand is new or established, where it
                                                                                        consensus. Rather, with experts from
will be focused geographically, and through which mediums it will be principally
                                                                                        our 24 offices across the globe authoring
deployed. This aids us in shaping an Arabicization strategy, recognizing regulations
                                                                                        article topics, we strive to show a variety
and planning for near-term effectiveness. We also look at the long term and
                                                                                        of opinions and ideas that reflect the
future-proof to ensure that the brand’s ultimate aspirations will be achieved.
                                                                                        diversity of regions, challenges, disciplines
                                                                                        and topics that are vital and inspiring
The overall Arabicization goal is consistent with the main objective of any
                                                                                        to us.
branding exercise: simply, to create a compelling and memorable brand that
resonates with audiences and stands for something that is original, differentiating
                                                                                        This article was formatted for screen
and enduring. Middle Eastern brands and global brands deployed in the Middle
                                                                                        viewing as a PDF. It may contain links
East will find that a carefully navigated Arabicization process can play a critical
                                                                                        and information not accessible on printed
role in achieving this goal and can aid in deploying the brand effectively.
                                                                                        copies. If you do print this article, please
                                                                                        consider passing it to a colleague or
                                                                                        recycling it when you are done reading.

                                                                                        We welcome your comments. Please
                                                                                        let us know your thoughts at
This article was released in August, 2009.
                                                                                        futurebrand.com, where you may also
                                                                                        forward a copy of this article to others,
This article was written by Mario Natarelli. Mario has pioneered some of the
                                                                                        browse previous articles, find a list of
Middle East’s most successful brands and is a 12-year veteran of branding in the
                                                                                        sources that inspired our thoughts on this
region. mnatarelli@futurebrand.com
                                                                                        topic or be alerted when new articles are
                                                                                        released.
Contributors:
Karim El Fetouh kfetouh@futurebrand.com
                                                                                        Contact FutureBrand:
Rina Plapler rplapler@futurebrand.com
                                                                                        Dubai – 971.4.367.1625
Mike Williams mwilliams@futurebrand.com
                                                                                        Abu Dhabi – 971.2.406.4120
Cover art by Nermin Moufti
                                                                                        New York – 212.931.6300


Think ahead. Stay ahead.
www.futurebrand.com

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Arabization

  • 1. Arabicization DEFINING THE RIGHT BALANCE OF ARABIC IN BRANDS CREATED FOR OR DEPLOYED IN THE MIDDLE EAST insights, opinions and ideas on the world of branding
  • 2. Arabicization 1 August 2009 For more than a decade, FutureBrand has been creating, evolving and expanding brands in the Middle East. During this time, we have witnessed significant evolution in the sophistication and understanding of marketing in the region. Our clients today seek not only to build world-class brands but also to develop ones that stand for something uniquely compelling from an Arab perspective. This is a far cry from when we first entered the Arabian Gulf, a time when the notion of branding as a fuel for marketing efforts was largely unknown. In the FutureBrand 2008 Gulf Real Estate Study, we showed examples of how real estate and hospitality brands have developed a more Arabic-centric orientation in their names and design. This shift signals both the market’s increased maturity and the desire to find what we call “the authentic”—real and meaningful links to the region’s heritage—which has resulted in the creation of a unique voice and expression for Middle Eastern brands. As this practice becomes more pervasive, the challenges we often face include: • When should (or shouldn’t) Arabic be used? • What are the options for adopting Arabic in a brand name? • What are the related options for brandmark design? • hat are the customs, laws and regulations surrounding brand identity, and W how do these differ throughout the region? This article examines these questions, illustrates a set of options and considerations, and shows examples of how we have addressed similar topics for clients in the brands we have established over the past ten years. This topic is interesting because it spans from cultural and emotional issues to very technical and regulatory ones. There is no single right method or one-size-fits-all approach for incorporating Arabic in brands. In fact, we see a range of possibilities and opportunities that depend on everything from tactical necessities such as “What is the brand’s primary geographic and cultural focus?” and “What are the governing laws and rules within that particular country for that particular category?” to strategic choices such as “What is the right fit for the brand and its name?” and “What unique category opportunities will enable the brand to stand out?” Think ahead. Stay ahead. www.futurebrand.com
  • 3. Arabicization 2 August 2009 Naming On most occasions, the issue of using Arabic or “Arabicizing” the brand comes Our clients today to the forefront during the naming process. An increasingly predominant method seek not only to build of incorporating Arabic-ness is through the use of Arabic words for brand names. Some well-known examples of these are Jumeirah (an ember or coal), Emirates world-class brands (Principalities), Masdar (the source), Thuraya (the Pleiades star cluster) and Al but also to develop Jazeera (the island). The primary use of Arabic can embed cultural, regional and/ ones that stand for or category significance within a brand. something uniquely Naming Examples by Category compelling from an Arab perspective. Category Arabic Themed English Themed Energy Taqa (energy) Saudi Aramco Real Estate Nakheel (many palms) Limitless Finance Forsa (opportunity) National Bank of Kuwait Telecom Zain (good) Batelco (Bahrain Telecom) The ease of pronunciation in both English and Arabic is an obvious consideration when selecting an Arabic word for a brand name. Most Arabic letters are pronounced with sounds that coincide with similar sounds in the English language and are therefore relatively easy to say and remember (and trademark) in English. Some Arabic letters, such as “ayn” ( ), are difficult for English speakers to pronounce, so words including those letters are often avoided. Likewise, there are a few English letters that have no equivalent in Arabic. For example, because there is no “P” in Arabic, the translation of the Pepsi name is actually written “Bebsi” in Arabic. Regional Arabic dialects are now being used in some cases to add authenticity and to counter a crowded new brand landscape. Though this can provide a very powerful way to gain a proprietary edge, this method can be problematic, as meanings can vary from place to place. Similarly, despite a desire to utilize classical Arabic, the practice is largely avoided because these words tend to have many connotations that vary widely by geography. A well-suited classical Arabic word in one locale may be an inappropriate name in another. Arabic also does not allow combined or joined words, a practice that is very commonplace in English for new product naming (and for ensuring that the name can be trademarked). This is particularly evident in the pharmaceutical industry, with well-known brand names such as Viagra, Lunesta and Clariton. The dominant approach for translation of Arabic names is a phonetic transliteration. Instead of the English brand name adopting the meaning of the Arabic word (its true translation), it takes on the English pronunciation of the Arabic. For example, the brand is transliterated into the Latin alphabet from its pronunciation as “Nakheel.” But its literal translation—or meaning—is “many palms.” Think ahead. Stay ahead. www.futurebrand.com
  • 4. Arabicization 3 August 2009 Dual-Language Identity Spectrum 1 Separate 2 Bilingual 3 CAlligraphic 4 Simultaneous BRAND Design In most cases, each identity type along the spectrum may utilize an English or Arabic name, design After a naming direction is chosen, consideration of how to best represent the system, or other method to increase or decrease the brand and its Arabic flavor (if any) should be filtered through a series of options as amount of perceived regional associations. defined above. We have developed this construct to help explain the opportunities to our clients ahead of or in tandem with an exploration on identity design. This range spans the integration of Arabic from more to less Arabic-centric. It aids in narrowing the identity development variables before finalizing a concept design. 1 Separate Identities When a streamlined expression is required or when global audiences are the focus, we often recommend designing separate identity options with limited use of the Arabic version—mostly to cater to Arabic-specific media or select signage programs. This approach requires careful management and controls, but it can lead to a strong, clear visual impact. When creating iconic brands such as Dubai World, Emaar and The Palm, we opted for this model, employing Arabic on a limited basis. This decision was largely based on the global role and multicultural audiences these brands were aiming to attract. It is important to note that these are nation-defining brands and warrant an international (English-dominant) expression similar to such brands as Samsung, Nokia or Lenovo (that do not generally use Korean, Finnish or Chinese versions of their logos). Furthermore, when creating the secondary Arabic version of the identity, the goal was to closely follow the spirit of the English typography without mimicking or looking too forced, so as to avoid compromising the legibility or recognition of the brand. Pros Cons Creates flexible language options Handling complex asset uilds recognition of graphic, management and distribution B not type Determining balance of languages 2 Bilingual Identities This is considered the most direct, albeit the most cluttered, method to make an identity readable in both languages. One of the biggest drawbacks of this option is that it requires careful staging of the identity, especially in narrow or restricted-space locations, and it relies on a symbol rather than typography to carry the majority of the proprietary recognition of the brandmark. Additionally, brands with long names add a layer of complexity, requiring double the amount of space for typography. Since the languages are read in opposite directions, these designs tend to require symmetry or else the creation of a clear weighting of one language over the other. Pros Cons Bilingual readability Limiting to other language extensions onsistency of single asset C More complex and cluttered Greater space requirements Think ahead. Stay ahead. www.futurebrand.com
  • 5. Arabicization 4 August 2009 3 Calligraphic Identities This solution uses the Arabic name or a portion of it as a stylized symbol, allowing the typography to be read in English while the symbol communicates the brand name in Arabic. This method has a range of approaches, from highly abstract contemporary designs to artful linework inspired by the rich tradition of Islamic calligraphy. Two advantages of this option are that the design gains efficiency by using the Arabic characters as the symbol and the name itself, creating a double read, and that the overall aesthetic is unmistakably Arabic in flavor. One of the difficulties of this approach is the challenge of creating a mark that communicates clearly and in an attractive manner while also serving as an appropriate element or image that reinforces the meaning of the brand. Calligraphic-styled identities develop intrigue through symbols that are recognizable via the shape defined by the characters in the word. The brands we created for Taqa (Arabian stallion), Nakheel (falcon) and Forsa (flower) demonstrate the balance between legibility, symbology and composition that ranges from very contemporary to traditional Islamic calligraphic styles. Pros Cons Authentic-looking May limit international relevance Proprietary May confuse non-Arabic Culturally neutral among readers international audiences 4 Simultaneous Identities When the opportunity exists, we examine the possibility of embedding Arabic and English into one wordmark composition. This is generally very difficult to achieve as Latin and Arabic typographic characters rely on very different underlying structures. When successful, this solution creates an effective bilingual palindrome—a rarity where the word can be read from both ends without its meaning being affected. Pros Cons Compact Difficult to invent/create Innovative Limits use of a symbol ifferentiating within the market D May confuse non-Arabic readers egypt The considerations inherent in each of the alternatives along this spectrum illustrate the importance of understanding the full range of identity options. These issues also underscore the need for care in making strategy and design decisions that ensure an appropriate fit for the client, the brand and the marketplace. Think ahead. Stay ahead. www.futurebrand.com
  • 6. Arabicization 5 August 2009 Gaps in GCC regulations on branding* Country Trade Name TradeMark Ads, Billboards Signage Bahrain No language restrictions Designs should be either Trade names must be in Arabic and English. were found. 100% Arabic or 50/50 (bilingual)1 Kuwait No language restrictions No language restrictions No language restrictions were found. were found. were found. Trade names must be in Arabic and be consistent with the moral standards and public habits of The inclusion of Arabic appears Oman Oman. For companies with capital over 100,000 RO, to be required, but no details No language restrictions words like “international,” “overseas,” etc., may be are specified. Arabic messages and were found. used, and foreign names are permitted if there is no artwork must be located above any Arabic translation. Companies with capital over 50,000 English counterparts.3 RO may use words like “Oman” or “Omani.”2 Qatar No trade name restrictions around language were The company name should be No language restrictions found. A registration fee of QAR 500 exists for displayed in both Arabic and were found. Arabic names and QAR 1,000 for non-Arabic names.4 English.5 Trade names shall consist of Arabic or Arabicized There are no laws regarding Saudi words and may not include foreign words except: Arabicization. The company’s Arabia names of foreign companies registered abroad; name shall be its trade name and may No language restrictions companies with well-known international names; include a novel appellation or words were found. and companies of mixed capital, to be specified by a relating to the type of commerce in decision issued by the Minister of Commerce.6 which the company is engaged.7 Arabic language should cover Trade names should be Arabic in form and spirit at least 50% of the design’s total UAE and indicative of the type of activity in which the No language restrictions area. However, other international company is engaged. Additional fees exist for the use were found. languages can be used alongside, of a foreign name, for English or Arabic abbreviations, provided that the Arabic language is or for a name that has an Arabicized word.8 on the top or the right-hand side.9 * his chart is meant as an overview only, and may not reflect the full range or intent of legal regulations in each country. It is not intended as a substitute for legal counsel. T Regulations Sources: Occasionally the laws and regulations of a country, when they favor the use of 1. ENG Worldwide, Bahrain Arabic, influence the range of solutions. While Arabic requirements may seem 2. Oman Ministry of Commerce and Industry – Controlling the Trade Names appropriate for the Gulf region, one must consider that the population of the Gulf http://www.mocioman.gov.om/english/Investors/Rules_new1.html states in total consists of approximately 50% foreigners, many of whom do not 3. ENG Worldwide, Oman speak or read Arabic. The resulting mix of cultures forces many consumer brands 4. he World Bank Group – Starting A Business in Qatar – T in the region to communicate in a universally understood language (typically Procedure 1, Application for approval of proposed name http://www.doingbusiness.org/ExploreTopics/StartingBusiness/ English). The prominence of non-Arabic speakers in this multilingual marketplace Details.aspx?economyid=157 has prompted legislation designed to protect and encourage the use of the native 5. he World Bank Group – Starting A Business in Qatar – T language. Surprisingly, regulations governing language in brand names and Procedure 6, Obtaining trade license and signage license http://www.doingbusiness.org/ExploreTopics/StartingBusiness/ marketing-related information in the region are generally scarce, inconsistent and Details.aspx?economyid=157 not systematically enforced. 6. Kingdom of Saudi Arabia – Ministry of Commerce Industry The Law of Trade Names – Royal Decree No. M/15, Article 3 http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726 The chart above shows a range of legal requirements in the Gulf pertaining to 7. Kingdom of Saudi Arabia – Ministry of Commerce Industry the use of Arabic in branding and marketing. Limited awareness and irregular The Law of Trade Names – Royal Decree No. M/15, Article 2 enforcement of these regulations create confusion among many clients (and http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726 even local trademark attorneys) about the existence, extent and intent of the 8. Government of Dubai – Department of Economic Development Trade Names – Conditions for Selecting Approval of Trade regulations as they relate to the execution of different marketing materials. Due Names to this ambiguity, clients and their agencies tend to be overly cautious in their http://www.dubaided.gov.ae/main/gn/DoingBusiness/ TradeNames.htm approach to the use of language in naming and brandmarks. There is widespread 9. overnment of Dubai – Department of Economic Development G client-side preference for brandmarks that use bilingual typography, Arabic names Permit for Signboards – Note #6 or calligraphy in order to be politically and legally “safe.” http://www.dubaided.gov.ae/main/gn/DoingBusiness/ CommercialPermits/Signboards.htm Think ahead. Stay ahead. www.futurebrand.com
  • 7. Arabicization 6 August 2009 Global Brands As interesting as the range of options presented are, we are equally intrigued by the choices some international companies make in their attempt to Arabicize their brands. Do iconic global brands that simply create a mimicked version of their logo really attain their goals? The answer remains largely in the eye of the beholder, but to the right are three examples that we feel have not effectively achieved balance, clarity or elegance in their Arabic execution. Virgin, FedEx and Coca-Cola each are expressed in Arabic in a way that feels forced, creating tension between legibility, recognition and symbology. The Virgin mark captures the identifiable “V” of the English Virgin logo, but in Arabic it appears at the end of the word as a “G N”. Because there is no “V” in Arabic, three dots were added to the top of the beginning “faa” character to force it to read as a “V”—a solution that is seen as unsophisticated in terms of Arabic typography design. A similarly inelegant solution, the Arabic FedEx identity has the distinctive arrow forced into the Arabic characters of the mark. Since Arabic reads right to left, the white arrow points left. This left-arrow not only feels contrived, but could be misunderstood by cultures that read left to right as suggesting or symbolizing “backwards.” The Coca-Cola logo also wrestles between legibility and recognition. The alternative-language wordmark sacrifices much of the primary version’s character to read properly in Arabic. In emerging markets where knock-offs flourish and trademark protection is weak, this approach is likely to compound the challenge of brand protection. These examples also call into question whether alternate-language, mimicked identities are even needed for such established, globally renowned brands. Would you (if you were fluent in Arabic) purchase a Rolex watch with the standard logo or prefer the same timepiece with an Arabic version of the brandmark? Does the potential goodwill these brands create by crafting an Arabic expression outweigh the risk of brand dilution, being perceived as inauthentic or the loss of recognizability? Would these major brands perform better overall with a simple Arabic translation of the word near the English-dominant logo, instead of mimicry? Creating a brandmark in a bi- or multilingual marketplace is just the beginning of the challenge for both the brand creators and those who are deploying and These examples managing the brand. Issues like typography present additional challenges that must also call into be strategically managed across multiple marketing touchpoints. For example, there question whether is a limited (but growing) number of Arabic and English typefaces whose const- ruction makes them well suited for working side by side in layouts. Selecting these alternate-language, complementary typefaces means weighing the benefits of visual balance against mimicked identities are reduced proprietary ownership, given the small number that are available. This may even needed for such be a worthwhile consideration if creating bilingual marketing materials is desired. established, globally Among the most common options for creating bilingual materials are Arabic renowned brands. and English on the same page or spread, Arabic and English starting at opposite ends and meeting in the middle, and separate Arabic and English materials. Some of the brandmark solutions from our identity spectrum are better suited to one layout style than another, which illustrates the benefits of deciding on identity, typography and layout styles together and ensuring that a logo decision is made while considering where and how the brand will promote itself. Think ahead. Stay ahead. www.futurebrand.com
  • 8. Arabicization 7 August 2009 Deployment Once a brand is ready to deploy, the process then generally involves developing key components, including a series of guidelines and templates, as well as ensuring that there is a clear strategy defining how to best leverage the Arabic design components if they exist across marketing touchpoints, languages and cultural barriers. When multiple identity signatures are used, the clarity around which assets to use and when becomes further intensified by the requirements that vary across channels and geographies. To effectively deal with these complex issues, we depend on BrandHub, our proprietary online guideline system. This toolkit includes standards, best practices, assets, templates and help desk to give marketing managers and agency partners a dependable lifeline to help navigate these requirements. Conclusion There is no single or clear “right answer” for dealing with the topic of Arabicization. We begin by gaining a deep understanding of the brand and its The insights written in FutureBrand strategy. We then follow with a flexible set of design variables, informed by our articles are the thoughts of each author Arabic logo spectrum. This gets layered onto the creative process of naming and and are by no means a FutureBrand identity creation. We consider whether the brand is new or established, where it consensus. Rather, with experts from will be focused geographically, and through which mediums it will be principally our 24 offices across the globe authoring deployed. This aids us in shaping an Arabicization strategy, recognizing regulations article topics, we strive to show a variety and planning for near-term effectiveness. We also look at the long term and of opinions and ideas that reflect the future-proof to ensure that the brand’s ultimate aspirations will be achieved. diversity of regions, challenges, disciplines and topics that are vital and inspiring The overall Arabicization goal is consistent with the main objective of any to us. branding exercise: simply, to create a compelling and memorable brand that resonates with audiences and stands for something that is original, differentiating This article was formatted for screen and enduring. Middle Eastern brands and global brands deployed in the Middle viewing as a PDF. It may contain links East will find that a carefully navigated Arabicization process can play a critical and information not accessible on printed role in achieving this goal and can aid in deploying the brand effectively. copies. If you do print this article, please consider passing it to a colleague or recycling it when you are done reading. We welcome your comments. Please let us know your thoughts at This article was released in August, 2009. futurebrand.com, where you may also forward a copy of this article to others, This article was written by Mario Natarelli. Mario has pioneered some of the browse previous articles, find a list of Middle East’s most successful brands and is a 12-year veteran of branding in the sources that inspired our thoughts on this region. mnatarelli@futurebrand.com topic or be alerted when new articles are released. Contributors: Karim El Fetouh kfetouh@futurebrand.com Contact FutureBrand: Rina Plapler rplapler@futurebrand.com Dubai – 971.4.367.1625 Mike Williams mwilliams@futurebrand.com Abu Dhabi – 971.2.406.4120 Cover art by Nermin Moufti New York – 212.931.6300 Think ahead. Stay ahead. www.futurebrand.com