The Global Alphabet

In Tokyo's commercial districts, signs in kanji, hiragana, and katakana are everywhere. But just as common, and more surprising, is the constant presence of English.

English-speaking tourists face fewer language barriers abroad. Nearly every country has information readily available in English due to the language's strong international influence. Most companies, regardless of nationality, display their logos in Latin orthography (the alphabet used in English, Spanish, and French, among others), making them instantly recognizable, and often pronounceable, to English speakers.

But how did this come to be? Why are brands willing to abandon their native writing systems, and what influence does this have on local non-English speakers? The rise of Latin script has led to many brands catering to English speakers, for prestige reasons, but this shift may come with local pushback.

A Look Back

Modern global history has been dominated by English-speaking powers, from Britain's extensive colonization efforts to the powerful modern influence of the United States. This lopsided power dynamic has cemented English as the world's lingua franca, or the preferred global language.

Additionally, other colonizers, including Spain and France, used the Latin alphabet, further reinforcing the script's influence. Although most brands that adopt Latin script do so to appeal to English-speaking audiences, it also makes the brand more accessible to all other Latin languages.

Using Latin script is a nearly universal strategic move. Latin script unlocks most of the countries with the highest GDP, number of people, and internet traffic.

The internet has further driven the adoption of Latin script as a necessity. English speakers invented domain names and web links, resulting in URLs of Latin characters becoming the worldwide standard. Brands seeking an internet presence must adopt Latin characters; brands like Samsung and Nintendo promote their names in Latin letters, even though they originate from languages with different alphabets.

Prestige and Aspiration

Brands, however, don’t adopt Latin script solely for internet compatibility. Prestige also drives this shift. For example, Latin characters may show local audiences that the brand is innovative and modern. Latin letters symbolize Western economic power, pop culture, and technological innovation.

This association is why, in many countries, urban areas tend to have more English while rural areas adhere closer to local orthographies. Businesses in cities must compete and adapt to global consumer expectations, but there's less competition and more cultural authenticity in rural areas.

Tourists may perceive some uses of English as awkward or unusual as a side effect of non-native speakers fully adopting the language in their branding for prestige. Consider the following crepe store:

This store, "Santa Monica Crepes," has Southern California influences. Its logo features pastel colors and bold LED signage, reminiscent of a beachside fairground. However, the store's slogan, "Come on Sweet Girls," is oddly phrased and awkward in American English. It’s unlikely that a real California store would use that phrase because of its wording and potential misinterpretations. Crepes are also far more trendy in Japan today than in Southern California, so it's difficult to picture such a dessert store in California in the first place. The concept feels misaligned through the eyes of American audiences.

For the store's audience of Japanese-speakers, however, the branding works. It conveys an idealized American aesthetic in a trendy, Instagram-worthy format. In Harajuku, a tourist destination, the branding is ideal for younger audiences open to foreign cultures while catering to curious English-speaking tourists who are intrigued by the Japanese take on Californian culture.

The Global Standard

This dynamic reinforces the role of English as the dominant language in global commerce. Even for non-English speakers, literacy in Latin script has become essential and its constant presence in daily life helps explain why 1.5 billion people are learning it.

Many non-English speakers develop English script literacy, or the ability to read and recognize brand names in Latin characters, even if they don't understand the language. For example, most Koreans will understand that "Samsung" is a huge chaebol conglomerate, and Chinese audiences can pronounce "Tencent."

However, countries must be cautious to preserve their linguistic and cultural heritage. Globalization is a major driver of language shift and language death and recent trends have resulted in 44% of all languages listed as endangered. While these endangered languages tend to be tiny with few speakers, there are larger implications.

Different countries must navigate the boundaries of English’s presence. In Japan, for example, English is everywhere in consumer spaces but rarely appears in government documents. Native languages are rich in cultural heritage, and many speakers are not willing to give that up for modernity.

This balancing act affects many other countries, even those sharing the Latin script. In France, the French language continues to play a key role in the country's identity and English is restricted in government use under La Loi Toubon (Toubon Law). There's also a growing sense of resentment against this pandering to English audiences in Europe, best seen through recent over tourism protests in Spain and other European countries.

European colonialism and English-speaking power have indirectly contributed to the global rise of Latin orthography. The rise of the internet, alongside desires for prestige and aspiration, has cemented Latin script as the world standard.

Latin global dominance reflects historical and economic trends towards English and neighboring languages. But as countries adapt to English's growing influence, preserving linguistic diversity will be just as important as achieving commercial success.

As new commercial centers emerge, analysts must not only scrutinize financial markets but the linguistic marketplace as well. The linguistic landscape is transforming, and English is on the rise.