Chinatown: The Chinese Translation of Trademarks

For his “Chinatown” series, Mehmet Gözetlik recreates well-known Western logos with the view to reflect our branded world through Chinese letters, while using a classical ‘neon sign’ style he associates with China. By using basic words for translation, such as ‘Caramel Macchiato’ for “Starbucks” and “Car” for “Ford” in order to maintain a visual continuity, he replaces the English words we’re used to seeing with the Chinese translation of the products being sold. The result is a carefully arranged series of works with a clear visual narrative.

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