Mehmet Gözetlik’s Chinatown project explores how Western trademarks can be presented for the Chinese culture. On the signage examples, he maintained the graphic identity known to consumers around the world, but described the company’s product in Chinese characters — e.g., the Starbucks signage reads “Caramel Macchiato”; Shell Oil reads “gasoline”, etc.

Chinatown logo project

Shell logo in neon

The most interesting part for me is the creation of the Pepsi neon sign, shown in the short video below.

Reminiscent of Mike Heist and his sign-making skills.

Via @issue.


As a native Chinese speaker, I can see how much creativity had been dedicated to produce these neon signs. Simply genius!

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