The Beautiful Meme
London-based design studio The Beautiful Meme specialises in branding and identity projects for a range of different clients. In 2013, the studio rebranded the English National Ballet, combining a quote mark symbol (fostering the idea that the company had something to say) with moody photography. The Beautiful Meme regularly work with the Design Museum and recently developed the campaign for its Women Fashion Power show, which featured a typographic-led poster with the clever tagline ‘Not a multiple choice’.
Lost in Translation
Some brands really should have used the National Interpreting Service. In 2001 Honda launched its new car, the Fitta, only to find that in the Swedish, Norwegian and Danish languages, Fitta is slang for female genitalia. Mazda did something similar in 1991 with its Laputa – ‘puta’ being a Spanish word for prostitute. Lots of brands have struggled moving into the Chinese market. Coca-Cola was first read as Kekoukela in the country, meaning ‘bite the wax tadpole’ or ‘female horse stuffed with wax’ depending on which dialect you use. With some research they later opted for kokou kole or ‘happiness in the mouth’. KFC had similar issues, initially accidentally translating ‘Finger-lickin’ good’ into ‘eat your fingers off’.