Working with designers and clients based around the globe should provide fresh perspectives and exposure to differing cultural viewpoints. Cross-cultural collaboration has the potential to enrich the design process, however this is not always the case. A design that appeals to one cultural perspective may be considered unacceptable from another perspective, and in an attempt to please everyone the design can become diluted and devoid of any real value.
Consider some of the international organisations you are familiar with. Is the company branding or the product packaging the same across the globe? How do they differentiate for different cultures or markets? Is there any company that is truly global โ with the exact same brand image, same adverts, same product packaging โ all around the globe?
Identify a range of brands that cater to an international market and compare and contrast how they customise their visual language to cater to different cultures and how they keep it the same.
Aim for at least three brands and collect a range or brand assets, adverts, packaging, website screenshots (if the company website auto-directs you to a specific domain based on your IP address consider using a Virtual Private Network (VPN) to access the domains for other countries), social media tags and candid photos of customers with the brand. As you compare the assets youโve gathered consider:
Typography and language (especially across different alphabets and writing systems)
Colours (and symbolic meaning of colours in different cultures)
Imagery (specifically the diversity and representation of different cultures)
Tone (eg. conservative, formal, playful, provocative?)
Include the visuals you collect and your observations in your learning log. Reflect how crossing cultural borders can add depth and richness to design or result in solutions that belong โeverywhereโ.
Cross-Cultural Branding and Design Adaptation: A Comparative Study
In todayโs globalised economy, brands must navigate diverse cultural landscapes, balancing consistency in brand identity with the need for local adaptation. While some companies attempt a universal branding approach, most tailor their visual and marketing strategies to align with cultural preferences, regulatory environments, and consumer expectations.
I chose three major international brands (McDonald’s, Coca-Cola, and Apple) to explore how they manage branding across different cultural contexts. The analysis focuses on typography, colour symbolism, imagery, and tone, highlighting both uniformity and localisation strategies.
1. McDonald’s: A Global Brand with Local Flavours
Consistency Across Markets:
- The golden arches, red-and-yellow colour scheme, and the “I’m Lovinโ It” slogan remain unchanged globally.
- The McDonald’s logo is instantly recognisable across cultures.
Localisation Strategies:
- Typography & Language: Menus and advertising copy are localised into native languages, adapting to different scripts such as Arabic, Chinese, and Hindi.
- Colours & Symbolism: While red and yellow dominate branding, some countries, like France, use more subdued tones (e.g., green) to reflect an eco-friendly image.
- Imagery & Representation: Advertisements depict diverse local lifestyles, reflecting cultural eating habits and traditions.
- Product Adaptation: Menu items are customised for regional tastes (e.g., McAloo Tikki in India, Teriyaki Burger in Japan, McArabia in the Middle East). (Catalyst Agents, 2020)










2. Coca-Cola: A Universally Recognised Beverage with Cultural Adaptations
Consistency Across Markets:
- The iconic red-and-white logo and Spencerian script typography remain unchanged worldwide.
- The signature glass bottle shape is globally recognised.
Localisation Strategies:
- Typography & Language: Coca-Cola’s logo is transliterated into different scripts while maintaining its distinct visual style (e.g., ูููุง ูููุง in Arabic, ๅฏๅฃๅฏไน in Chinese).
- Colours & Symbolism: Red is a powerful colour associated with energy and celebration in many cultures, but its meaning can shift. In China, red signifies prosperity, aligning well with Coca-Colaโs festive marketing during Lunar New Year.
- Imagery & Representation: Advertising campaigns vary significantly. In Latin America, ads emphasise family and community; in Western markets, campaigns often highlight individuality and personal happiness.
- Tone & Messaging: In some conservative markets, ads avoid depictions of intimacy and opt for family-friendly themes. (Content Marketing Institute, n.d., RPA Journals, 2022)









3. Apple: A Minimalist Global Brand with Limited Regional Variation
Consistency Across Markets:
- Apple’s branding is heavily standardised, with its minimalist logo, packaging, and advertising style remaining nearly identical worldwide.
- The Apple Store experience and website layout are universally consistent.
Limited Localisation Strategies:
- Typography & Language: While the product UI supports multiple languages, packaging and marketing materials are largely English-centric, with minor adaptations.
- Colours & Symbolism: Apple rarely alters its branding colours but adapts product names (e.g., iPhone model names) to suit linguistic preferences.
- Imagery & Representation: Product photography remains uniform, often featuring sleek, aspirational visuals, though promotional content may include regionally relevant celebrities or influencers.
- Tone & Messaging: Appleโs tone is universally premium, modern, and aspirational, relying more on sleek design than cultural storytelling. (Global Marketing Professor, n.d., ThoughtLab, n.d.)










Reflection
This research has shown that while global brands like McDonald’s, Coca-Cola, and Apple maintain a consistent identity, they also make smart adaptations to fit different cultural markets. Branding isn’t just about having the same logo everywhere, it’s about making people in different countries feel connected to the product.
One of the biggest takeaways is how visual elements change across cultures:
- McDonald’s keeps its golden arches but changes its menu and advertising to suit local tastes (e.g., McAloo Tikki in India, Teriyaki Burger in Japan).
- Coca-Cola stays red and white but adjusts its messaging, some ads focus on family, while others highlight youth and energy.
- Apple, on the other hand, barely changes anything, it relies on a “one-size-fits-all” premium aesthetic that works almost everywhere.
Another interesting aspect is how colour, typography, and imagery vary. Red might mean luck in China but could signal danger elsewhere. Writing systems change, and brands must make sure their fonts and designs look good in Arabic, Japanese, or other scripts.
Finally, while crossing cultural borders can make branding richer, it can also create challenges. If a brand tries to please everyone, it risks losing uniqueness. The best global brands find the balance between consistency and flexibility, staying recognisable while adapting just enough to make local audiences feel at home.
Resources
- Catalyst Agents (2020) The cultural marketer: How McDonald’s achieves brand success through cultural adaptability. Available at: https://catalystagents.com/blog/2020/3/22/the-cultural-marketer-how-mcdonalds-achieves-brand-success-through-cultural-adaptability (Accessed: 23 March 2025).
- Content Marketing Institute (n.d.) Coca-Cola, McDonald’s: Global brand content strategy. Available at: https://contentmarketinginstitute.com/articles/create-content-that-effectively-crosses-cultural-and-linguistic-borders(Accessed: 23 March 2025).
- Global Marketing Professor (n.d.) Apple cross-cultural consistency. Available at: https://globalmarketingprofessor.com/apple-cross-cultural-consistency/ (Accessed: 23 March 2025).
- Google images (2025) apple logo around the world. Available at: https://images.google.co.uk (Accessed: 23 March 2025).
- Love food (2025) gallery list, Coca Cola https://www.lovefood.com/gallerylist/67980/cocacola-flavours-from-around-the-world
- ThoughtLab (n.d.) Global branding: Expanding your reach across borders. Available at: https://www.thoughtlab.com/blog/global-branding-expanding-your-reach-across-borders/ (Accessed: 23 March 2025).
- YouTube (n.d.) YouTube Ads Library. Available at: https://www.youtube.com/ads/library (Accessed: 23 March 2025).










































































































































































































































































