Page 176 - Visual Marketing
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72. Translating a Global Brand into Local Currency: Making an
Existing Brand Design Resonate in a Different Country
W hen TED, the nonprofit devoted to
“Ideas Worth Spreading,” decided to
host its first conference in India, the
company knew it had to translate its well-known
brand into one that both citizens of India and
the international visitors to the conference would
relate to. TED retained the design services of
Albertson Design to take on the mission. The
result? A 200ϩ-page book that is functional
but retains fun design elements that encourage
attendees to keep it as a memento.
David Albertson of Albertson Design said he
wanted to “leverage the existing TED brand, with
an Indian twist.”
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