arabization

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inSiGHtS, oPinionS AnD iDEAS on tHE worLD oF brAnDinG

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1A r A b i c i z A t i o n

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? • What are the customs, laws and regulations surrounding brand identity, and

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?”

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August 2009

Naming

On most occasions, the issue of using Arabic or “Arabicizing” the brand comes to the forefront during the naming process. An increasingly predominant method 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 (Principalities), Masdar (the source), Thuraya (the Pleiades star cluster) and Al Jazeera (the island). The primary use of Arabic can embed cultural, regional and/or category significance within a brand.

naming Examples by category

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.”

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)

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.

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August 2009

Design

After a naming direction is chosen, consideration of how to best represent the brand and its Arabic flavor (if any) should be filtered through a series of options as 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.

Separate IdentitiesWhen 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 Builds recognition of graphic, management and distribution

not type Determining balance of languages

Bilingual IdentitiesThis 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 Consistency of single asset More complex and cluttered

Greater space requirements

SEPArAtE biLinGuAL cALLiGrAPHic SiMuLtAnEouS

BRAND

In most cases, each identity type along the spectrum

may utilize an English or Arabic name, design

system, or other method to increase or decrease the

amount of perceived regional associations.

Dual-Language identity Spectrum

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August 2009

Calligraphic IdentitiesThis 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

Simultaneous IdentitiesWhen 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 Differentiating within the market May confuse non-Arabic readers

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.

egypt

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August 2009

Regulations

Occasionally the laws and regulations of a country, when they favor the use of Arabic, influence the range of solutions. While Arabic requirements may seem appropriate for the Gulf region, one must consider that the population of the Gulf states in total consists of approximately 50% foreigners, many of whom do not speak or read Arabic. The resulting mix of cultures forces many consumer brands in the region to communicate in a universally understood language (typically English). The prominence of non-Arabic speakers in this multilingual marketplace has prompted legislation designed to protect and encourage the use of the native language. Surprisingly, regulations governing language in brand names and marketing-related information in the region are generally scarce, inconsistent and not systematically enforced.

The chart above shows a range of legal requirements in the Gulf pertaining to the use of Arabic in branding and marketing. Limited awareness and irregular enforcement of these regulations create confusion among many clients (and even local trademark attorneys) about the existence, extent and intent of the regulations as they relate to the execution of different marketing materials. Due to this ambiguity, clients and their agencies tend to be overly cautious in their approach to the use of language in naming and brandmarks. There is widespread client-side preference for brandmarks that use bilingual typography, Arabic names or calligraphy in order to be politically and legally “safe.”

Gaps in Gcc regulations on branding*

countrY trADE nAME trADEMArk ADS, biLLboArDS & SiGnAGE

BahrainTrade names must be in Arabic and English.

No language restrictions were found.

Designs should be either 100% Arabic or 50/50 (bilingual)1

Kuwait No language restrictions were found.



Oman

Trade names must be in Arabic and be consistent with the moral standards and public habits of Oman. For companies with capital over 100,000 RO, words like “international,” “overseas,” etc., may be used, and foreign names are permitted if there is no Arabic translation. Companies with capital over 50,000 RO may use words like “Oman” or “Omani.”2


The inclusion of Arabic appears to be required, but no details are specified. Arabic messages and artwork must be located above any English counterparts.3

Qatar No trade name restrictions around language were found. A registration fee of QAR 500 exists for Arabic names and QAR 1,000 for non-Arabic names.4


The company name should be displayed in both Arabic and English.5

Saudi Arabia

Trade names shall consist of Arabic or Arabicized words and may not include foreign words except: names of foreign companies registered abroad; companies with well-known international names; and companies of mixed capital, to be specified by a decision issued by the Minister of Commerce.6

There are no laws regarding Arabicization. The company’s name shall be its trade name and may include a novel appellation or words relating to the type of commerce in which the company is engaged.7


UAE Trade names should be Arabic in form and spirit and indicative of the type of activity in which thecompany is engaged. Additional fees exist for the use of a foreign name, for English or Arabic abbreviations, or for a name that has an Arabicized word.8


Arabic language should cover at least 50% of the design’s total area. However, other international languages can be used alongside, provided that the Arabic language is on the top or the right-hand side.9

* This 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.

Sources:1. ENG Worldwide, Bahrain

2. Oman Ministry of Commerce and Industry – Controlling the Trade Names http://www.mocioman.gov.om/english/Investors/Rules_new1.html

3. ENG Worldwide, Oman

4. The World Bank Group – Starting A Business in Qatar – Procedure 1, Application for approval of proposed name http://www.doingbusiness.org/ExploreTopics/StartingBusiness/Details.aspx?economyid=157

5. The World Bank Group – Starting A Business in Qatar – Procedure 6, Obtaining trade license and signage license http://www.doingbusiness.org/ExploreTopics/StartingBusiness/Details.aspx?economyid=157

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

7. Kingdom of Saudi Arabia – Ministry of Commerce & Industry The Law of Trade Names – Royal Decree No. M/15, Article 2 http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726

8. Government of Dubai – Department of Economic Development Trade Names – Conditions for Selecting & Approval of Trade Names http://www.dubaided.gov.ae/main/gn/DoingBusiness/TradeNames.htm

9. Government of Dubai – Department of Economic Development Permit for Signboards – Note #6 http://www.dubaided.gov.ae/main/gn/DoingBusiness/CommercialPermits/Signboards.htm

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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 managing the brand. Issues like typography present additional challenges that must be strategically managed across multiple marketing touchpoints. For example, there 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 complementary typefaces means weighing the benefits of visual balance against reduced proprietary ownership, given the small number that are available. This may be a worthwhile consideration if creating bilingual marketing materials is desired.

Among the most common options for creating bilingual materials are Arabic 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.

These examples also call into question whether alternate-language, mimicked identities are even needed for such established, globally renowned brands.

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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 strategy. We then follow with a flexible set of design variables, informed by our Arabic logo spectrum. This gets layered onto the creative process of naming and identity creation. We consider whether the brand is new or established, where it will be focused geographically, and through which mediums it will be principally deployed. This aids us in shaping an Arabicization strategy, recognizing regulations and planning for near-term effectiveness. We also look at the long term and future-proof to ensure that the brand’s ultimate aspirations will be achieved.

The overall Arabicization goal is consistent with the main objective of any branding exercise: simply, to create a compelling and memorable brand that resonates with audiences and stands for something that is original, differentiating and enduring. Middle Eastern brands and global brands deployed in the Middle East will find that a carefully navigated Arabicization process can play a critical role in achieving this goal and can aid in deploying the brand effectively.

This article was released in August, 2009.

This article was written by Mario Natarelli. Mario has pioneered some of the Middle East’s most successful brands and is a 12-year veteran of branding in the region. [email protected]

Contributors: Karim El Fetouh [email protected] Plapler [email protected] Williams [email protected] art by Nermin Moufti

The insights written in FutureBrand articles are the thoughts of each author and are by no means a FutureBrand consensus. Rather, with experts from our 24 offices across the globe authoring article topics, we strive to show a variety of opinions and ideas that reflect the diversity of regions, challenges, disciplines and topics that are vital and inspiring to us.

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