lingua franca

Lingua Franca

Gee Ranasinha Print 4 Comments

If you’re a regular reader of this blog, then you’ll know that it’s rare for me to blatantly promote my company’s services. However, today I’m making an exception, so if you choose to stop reading right now then I’ll totally understand.

We’ve just launched Qarto, an online transcreation portal for businesses and organizations that need a quick and easy way to localize documents or artwork.

So, what’s “transcreation”? Well, a good explanation can be found here. Fundamentally, it’s taking a document’s content from one language and totally re-creating it in another, in such as way so that the reader isn’t even aware that the text actually originated from another language. Transcreation is not simply translating text from one language to another. It’s about creativity and originality, not a ‘word-for-word’ transcription, employing the destination language’s cultural and linguistic nuances.

Qarto takes the concept of transcreation even further, in two clever ways. Firstly, the system is an online service that effectively streamlines the whole localization process.

If you have ever had to translate a document, you’ll know that the production process is often a nightmare. Appointing and then sending documents to translators, chasing people with phonecalls and emails, getting the translated text approved, making sure that the right version of the right text gets sent to the right person, etc. It’s a major pain and a logistical headache.

qarto logoInstead, Qarto is a simple online interface where you can submit, track, edit and approve every element of a project – from anywhere. This cuts down on production times, reduces human error and makes the entire process less stressful.

The second Qarto feature lies in the document format itself. If you’re translating something that’s intended to be printed – like a brochure, report or catalog – then once you’ve finally got your translated text, someone then needs to create a new layout file in the new language, using software such as Adobe InDesign or QuarkXPress before it gets to be printed. Qarto, on the other hand, doesn’t just work with MS Office or text files, but allows you to submit artwork file formats as the source files. Throw a QuarkXPress file up there, and get a QuarkXPress file back. A quick once-over to check everything’s OK and the file’s ready for printing. Easy peasy, lemon squeezy.

Qarto’s not for everyone, mind you. For example, it’s not for ‘one-off’ transcreation requirements – not yet, anyway. However, the system makes a great commercial argument for any organization that needs to produce localized content from documents or artwork on a regular basis.

Does Qarto sound like something that you – or someone you know – could use? If so, I’d really appreciate it if you’d get in touch with me and I’ll give you more details.

Image credit (CC BY-NC 2.0)

About the Author
Avatar for Gee Ranasinha

Gee Ranasinha

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After founding a successful media production firm, Gee became worldwide director of marketing for a European software company. As well as CEO of KEXINO he's an author, lecturer, husband, and father; and one hell of a nice bloke. He lives in a world of his own in Strasbourg, France, tolerated by his wife and young son. Find out more about Gee at kexino.com/gee-ranasinha.



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Comments 4

  1. Avatar for Gee Ranasinha

    I haven’t try translating documents yet, but this sounds like an interesting service. It is always good to innovate your product or service. So good job to you and it’s okay if you do market it in your blog.

    1. Avatar for Gee Ranasinha
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