Everyone in the creative industry says "don't translate literally." But here's the thing, nobody ever said you should. That's not what translation is.

I graduated with a BA in Languages and Translation, and let me tell you what I think (sometimes silently), every time I hear that phrase.

“Translation itself is not a literal process. It never was.” 

Translation has always been about transferring meaning, intent and feeling. Not words. Unless we're working with legal, medical or religious text, there's no reason to be literal. On the contrary, it's an opportunity to get creative and simply see it as writing content in a new language.

Translation teaches us to be writers, too.

I do understand, however, why "don't translate literally" became a thing. The word "literal" got attached to translation because most people encounter bad translation that is rushed, under-briefed or linguistically correct but culturally hollow. The problem was never the discipline. It was the execution.

In an attempt to clear the confusion, the creative industry created a new word to solve a problem that didn't really need a new word.

"Transcreation."

Amazing.

I've used it. Clients love it. But every time I did, I felt like I was cheating on the translation process and the importance of translation as a creative act in its own right. What we really needed wasn't a new word to ensure creativity. It was a better understanding of the original one.

So here's our reminder to writers and translators in the creative industry and beyond: give yourself the freedom and the confidence to translate concepts in your own words.

At Vice Versa Studios, we're simply attaching the word "Conceptual" to "Translation." Adding meaning, not an adjective.

That's the standard we hold our work to. Isn't that the partner your agency needs?