Langenscheidt Translation Dictionaries: Decodicons - Dog

The German company Langenscheidt has been publishing bilingual dictionaries since 1856.
They asked us for a campaign that shows the benefits of Langenscheidt translation dictionaries: which make it possible for everyone to understand foreign languages quick and easy – even languages with totally different writing systems.

Even though from their childhood almost every German knows Langenscheidt, we were tasked to launch a new campaign for its bilingual dictionaries. Why? Because in times of mobile translation services, iconic printed dictionaries like Langenscheidt need to be put back into the minds of the consumers.

The basis of the written word goes back to cave paintings, hieroglyphs and other pictorial representation. That fact was the foundation of our campaign. Just by adding the brand - a few blue elements - to the actual word we went a huge step back in time and made the written word a pictogram of its actual meaning. That’s how we made the role of the brand visible.