Oversea Brand Typography: is it Possible to Maintain Brand Consistency Across Writing Systems?

Weixi Kou (), Franck Celhay (), Peiyao Cheng and Mathieu Kacha ()
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Weixi Kou: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Franck Celhay: MBS School of Business
Peiyao Cheng: School of Humanities and Social Sciences, Harbin Institute of Technology (Shenzhen)
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This paper introduces "bilingual typography" and discusses its relationship to international brand consistency. It proposes a theoretical framework detailing the different ways typographic forms signify. Three empirical studies show that bilingual typefaces that signify through motivated (versus arbitrary) semiosis can maintain brand consistency, both visually and in terms of content.

Keywords: branding; communication; design; semiotics; typography (search for similar items in EconPapers)
Date: 2023-07-20
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Published in 2023 Global Marketing Conference at Seoul, Global Alliance of Marketing & Management Associations, Jul 2023, Seoul, South Korea. pp.907-907, ⟨10.15444/GMC2023.11.04.03⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05034061

DOI: 10.15444/GMC2023.11.04.03

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