Neon Chinatown

A project called Chinatown takes familiar logos like Pepsi, Starbucks, UPS, and Lego and translates them, imprecisely, into their Chinese equivalents.

It uses basic words for translation, such as “Caramel Macchiato” for “Starbucks” in order to maintain the visual continuity. By arranging the words this way, ‘Chinatown’ pushes viewers to ask themselves what it means to see, hear, and become fully aware. ‘Chinatown’ also demonstrates our strangeness to 1.35 billion people in the world, when you can’t read Chinese.

(via @pieratt)

• design
• language
• logos