Naming in Translation: The Art of Words Across Borders
At Brand Reveller, we believe a name is more than a word. It’s an introduction. A posture. A promise. And when that name needs to speak across languages — particularly between Arabic and English — the challenge becomes not just linguistic, but cultural, emotional, and visual.
We’ve recently been deep in this process, working on a naming project in the GCC (Gulf Cooperation Council). In a region where meaning is deeply embedded in language, where elegance of tone matters as much as function, and where global relevance must still honour local nuance — the task was both thrilling and exacting.
What made it possible? A close and ongoing collaboration with our client — fluent in both context and culture. Together, we shaped names not in isolation, but through open dialogue, sensitivity, and creative rigour. That collaboration — not just across departments, but across languages — is exactly why this article matters.
Arabic vs English: Two Languages, Two Logics
Arabic is rooted in poetry, rhythm, and layered meaning. It carries centuries of connotation, often through abstract or symbolic expression. Even a short word can feel spiritual, architectural, or elemental. There’s often no direct translation — and that’s part of the beauty.
English, by contrast, leans toward clarity and commerce. It favours the immediate, the marketable, the versatile. But it can also be flat or overly literal when translated from Arabic without care.
This tension — between abstraction and utility — is where the art of cross-cultural naming lies. It’s also why some of the world’s most successful Arabic-origin brands, like Emirates and Jumeirah (shown above), have found global resonance: they keep the integrity of the Arabic form while being accessible to an international audience.
Meaning Isn’t Everything — Tone Is
You might find a word that translates beautifully. But what does it sound like to an English ear? Is it elegant or awkward? Does it echo other words — a place, a product, or even a faux pas?
Similarly, a name that flows in English might stumble in Arabic — sounding inelegant when transliterated, or worse, carrying unwanted religious or political implications in local dialects.
This is why we go beyond meaning. We explore tone, emotion, and semiotic signal. Does the name suggest serenity, strength, or status? Does it whisper or shout? Does it belong in a luxury world?
Take Hayati — meaning my life. This modern Arabic food brand (shown above), founded by Palestinian-American entrepreneur Yasmine Borno, blends traditional Arabic ingredients with a contemporary sensibility. Its name is deeply personal, but also lyrical and approachable to non-Arabic speakers. It feels authentic, emotional, and brandable — a trifecta in cross-cultural naming.
Letterforms Matter — The Logo Begins with the Name
Sound is one part. Sight is another.
Because in the end, your name becomes your logo. It appears in steel, stone, silk, and screen. Its letterforms must feel as elevated as its meaning.
IKEA, Abu Dhabi
Especially when dealing with bilingual or dual-script branding, the architecture of the word needs to carry across both visual languages. Angular or curved, minimal or ornate — each decision reinforces the tone you want to set.
Global brands like IKEA adapt seamlessly into Arabic script without losing recognisability, proving that when done well, the visual translation becomes an asset, not a compromise.
Working Across Cultures, Not Just Languages
In our GCC project, understanding wasn’t a one-way street — it was a conversation. Our clients brought invaluable cultural insight, and we brought the brandcraft and naming structure to shape it into something meaningful, resonant, and globally viable.
That’s what made it work. Not just shared objectives — but shared curiosity. We tested sounds, meanings, spellings, visual impressions. We welcomed disagreement, misunderstanding, even misfire — because it led us somewhere richer.
In Oman (shown above), for example, new government-related projects such as streets, neighbourhoods, and public spaces are required to be named in Arabic first, with any secondary language only appearing in parentheses. It’s a clear example of how policy shapes naming — prioritising linguistic heritage while allowing for cross-cultural understanding.
Key Takeaways for Arabic-English Brand Naming
Meaning is important — but tone is what travels.
Your audience may never read the translation, but they’ll always feel the impression.
Letters are logos-in-waiting.
Choose a name that can live beautifully in both Arabic and English form.
Design for misunderstanding.
Translation is never perfect. But good naming makes room for ambiguity without losing its edge.
Collaboration is the key.
A cross-cultural name isn’t “solved” by one side — it’s developed in dialogue.
In the end, naming across Arabic and English isn’t about compromise. It’s about intelligent resonance — finding the precise space where two languages, two worlds, and one brand ambition meet.
When that space is found, the name doesn’t just translate — it transcends.
Need Support with your Naming Strategy?
From multilingual naming workshops to brand architecture and tone analysis, we help brands find names that travel well — and mean something everywhere.
