# Chinese Character Logo Makeovers These Logos Swap Western Type with Chinese Characters By Laura McQuarrie | Published 2014-03-16 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/chinese-characters References: [designtaxi](http://designtaxi.com/news/364386/Famous-Brand-Logos-Reinterpreted-In-Chinese/) & [behance.net](https://www.behance.net/gallery/Chinese-adaptations-of-famous-brand-logos/15150137) Designers Niek van Wingerden and Stephen Wright swapped out the text in some of the most well-known brand logos for Chinese characters, testing out how much of the brand identity relies on the original typographic choices. The transformations include brands like [Disney](https://www.trendhunter.com/trends/disney-3), Intel, Sega and Kit Kat, and although the designers were careful to choose typefaces that maintain as much as the original look and feel as possible, in some cases, like the [New York Times](https://www.trendhunter.com/trends/command-brand-hannah-brown) logo, it's pretty much unrecognizable. In the project, van Wingerden points out that "despite having official Chinese names, many [Western](https://www.trendhunter.com/trends/western-inspired-textiles) brands shy away from reinterpreting their logo into Chinese for fear of diminishing their brand identity," and this experiment is a pretty good case for why this might be. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 92% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Why This Trend Is Growing - **Chinese Character Logo Redesigns:** Designers are experimenting with swapping Western type for Chinese characters in well-known brand logos, demonstrating a potential trend for localization and cultural customization in global branding. - **Cultural Identity in Branding:** The use of Chinese characters in logos sheds light on the importance of considering cultural identity in global branding efforts. - **Multilingual Design for Globalization:** The use of multilingual typography and design elements could be an emerging trend for companies looking to appeal to global audiences while maintaining brand consistency. ### Industries Being Reshaped - **Brand Management:** The Chinese character logo makeovers emphasize the importance of maintaining brand identity across cultures, presenting opportunities for innovation in global brand management. - **Localization Services:** As multinational companies seek to establish a local presence, there are opportunities for localization services providers to offer customized logo design and implementation for different markets. - **Graphic Design:** Designers specializing in visual communications can apply their skills to the challenge of creating logos that are both globally recognizable yet culturally relevant. ## Related on Trend Hunter - [Reimagined Milkshake Mascots](https://www.trendhunter.com/trends/nesquick.md) - [Modern Tissue Brand Makeovers](https://www.trendhunter.com/trends/kleenex-branding.md) - [Harmony-Emphasizing 3D Advertisements](https://www.trendhunter.com/trends/3d-advertisement.md) - [Soda Logo Rebranding Campaigns](https://www.trendhunter.com/trends/new-logo.md) - [Refreshed Pantyhose Brands](https://www.trendhunter.com/trends/leggs.md) - [Cookie Re-Branding Makeovers](https://www.trendhunter.com/trends/lotus-bakeries-1.md) - [Mountain-Inspired Soda Rebrandings](https://www.trendhunter.com/trends/mountain-dew-2.md) - [Vegan Food Branding Updates](https://www.trendhunter.com/trends/impossible-foods-3.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md)