Arabicization

DEFINING THE RIGHT BALANCE OF ARABIC IN BRANDS CREATED FOR

OR DEPLOYED IN THE MIDDLE EAST

insights, opinions and ideas

on the world of branding
Arabicization 1
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?”

Think ahead. Stay ahead.

www.futurebrand.com
Arabicization 2
August 2009

Naming
On most occasions, the issue of using Arabic or “Arabicizing” the brand comes Our clients today
to the forefront during the naming process. An increasingly predominant method seek not only to build
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
world-class brands
(Principalities), Masdar (the source), Thuraya (the Pleiades star cluster) and Al but also to develop
Jazeera (the island). The primary use of Arabic can embed cultural, regional and/ ones that stand for
or category significance within a brand. something uniquely
Naming Examples by Category
compelling from an
Arab perspective.
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)

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.”

Think ahead. Stay ahead.

www.futurebrand.com
 Arabicization 3
August 2009

Dual-Language Identity Spectrum

1 Separate 2 Bilingual 3 CAlligraphic 4 Simultaneous

BRAND

Design In most cases, each identity type along the spectrum

may utilize an English or Arabic name, design
After a naming direction is chosen, consideration of how to best represent the system, or other method to increase or decrease the
brand and its Arabic flavor (if any) should be filtered through a series of options as amount of perceived regional associations.
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.

1 Separate Identities
When 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

2 Bilingual Identities
This 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

Think ahead. Stay ahead.

www.futurebrand.com
 Arabicization 4
August 2009

3 Calligraphic Identities
This 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

4 Simultaneous Identities
When 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 egypt

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.

Think ahead. Stay ahead.

www.futurebrand.com
Arabicization 5
August 2009

Gaps in GCC regulations on branding*

Country Trade Name TradeMark Ads, Billboards & Signage

Bahrain
No language restrictions Designs should be either
Trade names must be in Arabic and English.
were found. 100% Arabic or 50/50 (bilingual)1

Kuwait
No language restrictions No language restrictions
No language restrictions were found.
were found. were found.

Trade names must be in Arabic and be consistent

with the moral standards and public habits of The inclusion of Arabic appears
Oman Oman. For companies with capital over 100,000 RO, to be required, but no details
No language restrictions
words like “international,” “overseas,” etc., may be are specified. Arabic messages and
were found.
used, and foreign names are permitted if there is no artwork must be located above any
Arabic translation. Companies with capital over 50,000 English counterparts.3
RO may use words like “Oman” or “Omani.”2
Qatar No trade name restrictions around language were The company name should be
No language restrictions
found. A registration fee of QAR 500 exists for displayed in both Arabic and
were found.
Arabic names and QAR 1,000 for non-Arabic names.4 English.5
Trade names shall consist of Arabic or Arabicized There are no laws regarding
Saudi words and may not include foreign words except: Arabicization. The company’s
Arabia names of foreign companies registered abroad; name shall be its trade name and may No language restrictions
companies with well-known international names; include a novel appellation or words were found.
and companies of mixed capital, to be specified by a relating to the type of commerce in
decision issued by the Minister of Commerce.6 which the company is engaged.7
Arabic language should cover
Trade names should be Arabic in form and spirit
at least 50% of the design’s total
UAE and indicative of the type of activity in which the
No language restrictions area. However, other international
company is engaged. Additional fees exist for the use
were found. languages can be used alongside,
of a foreign name, for English or Arabic abbreviations,
provided that the Arabic language is
or for a name that has an Arabicized word.8
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.

Regulations
Sources:
Occasionally the laws and regulations of a country, when they favor the use of 1. ENG Worldwide, Bahrain

Arabic, influence the range of solutions. While Arabic requirements may seem 2. O
 man Ministry of Commerce and Industry –
Controlling the Trade Names
appropriate for the Gulf region, one must consider that the population of the Gulf http://www.mocioman.gov.om/english/Investors/Rules_new1.html
states in total consists of approximately 50% foreigners, many of whom do not 3. ENG Worldwide, Oman
speak or read Arabic. The resulting mix of cultures forces many consumer brands 4.The World Bank Group – Starting A Business in Qatar –
in the region to communicate in a universally understood language (typically Procedure 1, Application for approval of proposed name
http://www.doingbusiness.org/ExploreTopics/StartingBusiness/
English). The prominence of non-Arabic speakers in this multilingual marketplace Details.aspx?economyid=157
has prompted legislation designed to protect and encourage the use of the native 5.The World Bank Group – Starting A Business in Qatar –
language. Surprisingly, regulations governing language in brand names and Procedure 6, Obtaining trade license and signage license
http://www.doingbusiness.org/ExploreTopics/StartingBusiness/
marketing-related information in the region are generally scarce, inconsistent and Details.aspx?economyid=157
not systematically enforced. 6. K
 ingdom 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
The chart above shows a range of legal requirements in the Gulf pertaining to
7. K
 ingdom of Saudi Arabia – Ministry of Commerce & Industry
the use of Arabic in branding and marketing. Limited awareness and irregular The Law of Trade Names – Royal Decree No. M/15, Article 2
enforcement of these regulations create confusion among many clients (and http://www.commerce.gov.sa/english/print.aspx?PageObjectId=726

even local trademark attorneys) about the existence, extent and intent of the 8. G
 overnment of Dubai – Department of Economic Development
Trade Names – Conditions for Selecting & Approval of Trade
regulations as they relate to the execution of different marketing materials. Due Names
to this ambiguity, clients and their agencies tend to be overly cautious in their http://www.dubaided.gov.ae/main/gn/DoingBusiness/
TradeNames.htm
approach to the use of language in naming and brandmarks. There is widespread
9.Government of Dubai – Department of Economic Development
client-side preference for brandmarks that use bilingual typography, Arabic names Permit for Signboards – Note #6
or calligraphy in order to be politically and legally “safe.” http://www.dubaided.gov.ae/main/gn/DoingBusiness/
CommercialPermits/Signboards.htm

Think ahead. Stay ahead.

www.futurebrand.com
Arabicization 6
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 These examples
managing the brand. Issues like typography present additional challenges that must also call into
be strategically managed across multiple marketing touchpoints. For example, there question whether
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
alternate-language,
complementary typefaces means weighing the benefits of visual balance against mimicked identities are
reduced proprietary ownership, given the small number that are available. This may even needed for such
be a worthwhile consideration if creating bilingual marketing materials is desired. established, globally
Among the most common options for creating bilingual materials are Arabic
renowned brands.
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.

Think ahead. Stay ahead.

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Arabicization 7
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
The insights written in FutureBrand
strategy. We then follow with a flexible set of design variables, informed by our
articles are the thoughts of each author
Arabic logo spectrum. This gets layered onto the creative process of naming and
and are by no means a FutureBrand
identity creation. We consider whether the brand is new or established, where it
consensus. Rather, with experts from
will be focused geographically, and through which mediums it will be principally
our 24 offices across the globe authoring
deployed. This aids us in shaping an Arabicization strategy, recognizing regulations
article topics, we strive to show a variety
and planning for near-term effectiveness. We also look at the long term and
of opinions and ideas that reflect the
future-proof to ensure that the brand’s ultimate aspirations will be achieved.
diversity of regions, challenges, disciplines
and topics that are vital and inspiring
The overall Arabicization goal is consistent with the main objective of any
to us.
branding exercise: simply, to create a compelling and memorable brand that
resonates with audiences and stands for something that is original, differentiating
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We welcome your comments. Please

let us know your thoughts at
This article was released in August, 2009.
futurebrand.com, where you may also
forward a copy of this article to others,
This article was written by Mario Natarelli. Mario has pioneered some of the
browse previous articles, find a list of
Middle East’s most successful brands and is a 12-year veteran of branding in the
sources that inspired our thoughts on this
region. mnatarelli@futurebrand.com
topic or be alerted when new articles are
released.
Contributors:
Karim El Fetouh kfetouh@futurebrand.com
Contact FutureBrand:
Rina Plapler rplapler@futurebrand.com
Dubai – 971.4.367.1625
Mike Williams mwilliams@futurebrand.com
Abu Dhabi – 971.2.406.4120
Cover art by Nermin Moufti
New York – 212.931.6300

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