Sunday, August 31, 2008


During my recent visit to Thailand, reading became more automatic as I read signs everywhere around me. One challenge with reading signs is that there are many fonts.

This logo that obviously reads "USA" actually reads "Breeze" (บรีส). It's the Thai brand for a laundry detergent called Omo in other parts of the world.

The "Wow" in this movie title is part of the transliteration of the English title "Surf's Up" (เซิร์ฟอัพ). In the official transliteration, the two "W"s are different Thai characters, but it doesn't matter from the standpoint of pronunciation. The second character in the subtitle is an M-shaped thing. My wife had to tell me that it's a ตอ เต่า.

English-looking Thai characters in logos are very common, and I'm sure they are intentionally designed in that way.

I find myself wondering whether, as a child, I had to figure out the differences between English fonts.


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