Adaptation of global wordmark logos to Sinhala script

Abstract

Global brands increasingly engage diverse audiences through bilingual branding, yet adaptation of wordmark logos into non-Latin scripts remains limited in Sri Lanka. Examine how multinational companies use bilingual wordmarks as a brand. In the international context, especially China and Middle East countries using bilingual wordmarks is a common site yet, in Sri Lanka it shows a void in numbers and is limited to selected brands. Nevertheless, this research was conducted to understand the visual adaptation of multilingual logos (Latin) to the native scripts of Sri Lanka (special focus to Sinhala script). This study was conducted using the visual survey method by comparing the visual content of multinational logos (Latin representation) with its locally adopted Sinhala logo. Using a visual survey methodology, logos were documented through photography, scanning, and digital recreation, then examined comparatively across Latin and Sinhala versions. Results indicate that while typographic adaptations vary, consistent use of color, layout, and structural elements ensures recognition and cultural relevance. The selection of logotypes is limited to wordmarks, to analyze their visual elements and anatomy of letterforms as the main parameter in both scripts. This is discussed through three case studies: Signal, Marmite and Sunlight, owned by Unilever PLC to identify how selected visual elements are incorporated in the Sinhala wordmarks to communicate visual harmony and uniformity. The survey revealed that certain wordmarks incorporate both the typographic and visual elements as one unit yet, most wordmarks do not. In conclusion, it was evident that the visual adaptation process of wordmarks requires visual harmony to gain uniformity. This research was conducted to explore and document the application of the visual elements within a wordmark in multi script required to adapt multinational wordmark logos into bilingual formats by incorporating Sinhala script, ensuring consistency with the brand's global visual identity while addressing the cultural and linguistic needs of the Sri Lankan market.