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Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
Prepare Your Assets and Collateral for Localization
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Prepare Your Assets and Collateral for Localization

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THINK GLOBALLY …

THINK GLOBALLY
The growth of technology and the Internet has allowed companies to gain a competitive edge that was previously too expensive for all but the largest brands. When going international, cultural differences and design can have a drastic impact
on in-market performance. Smart brands design their materials accordingly, typically leveraging a translation company to
localize their existing collateral.
What if you tackle this challenge from the start, developing your content, Web site and sales collateral with a global
mindset? When creating marketing materials for international consumers, keep in mind the elements behind a Web,
video and print campaign or a multilingual presentation. Technical implications behind these assets may impact or delay
translation efforts down the pike.
This guide takes a deep dive into the technicalities of preparing marketing assets and collateral for future translation
efforts so your company can align itself accordingly. Marketers who understand and apply localization best practices
during development reduce costs and production timelines, gaining an edge on the competition.

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  • 1. Structuring for SuccessPrepare Your Assets and Collateral for LocalizationTHINK GLOBALLYThe growth of technology and the Internet has allowed companies to gain a competitive edge that was previously too ex-pensive for all but the largest brands. When going international, cultural differences and design can have a drastic impacton in-market performance. Smart brands design their materials accordingly, typically leveraging a translation company tolocalize their existing collateral.What if you tackle this challenge from the start, developing your content, Web site and sales collateral with a globalmindset? When creating marketing materials for international consumers, keep in mind the elements behind a Web,video and print campaign or a multilingual presentation. Technical implications behind these assets may impact or delaytranslation efforts down the pike.This guide takes a deep dive into the technicalities of preparing marketing assets and collateral for future translationefforts so your company can align itself accordingly. Marketers who understand and apply localization best practicesduring development reduce costs and production timelines, gaining an edge on the competition.CREATING CAMPAIGNS FOR THE WEB:MINI-SITES, FLASH, IMAGES AND VIDEOSWeb Mini-Sites• Recommended software: None; HTML is non-proprietaryA V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONApply UTF-8 encoding,unless projects specs requireotherwise• UTF-8 encoding supports all languages, allowing localized versions to bedelivered in the same format as the original.• Use Western European encoding only when necessary, such as when requiredby server limitations. Note that Western European encoded files containingAsian or Eastern European accented characters will be converted to entities.Develop a spreadsheet thatcontains a verified, final list ofcustomized URLs• Your company might require customization of specific Web page linksfor each target language. Automatically extract URLs from Dreamweaver.Alternately, use relative rather than absolute URLs.Allow for 40 percent textexpansion when developingWeb pages• The space needed to accommodate translated text will expand or contractdepending on the target language. A good rule of thumb is to allow for 40percent text expansion when creating Web pages.Build content with dynamicelements to allow forcustomization• When creating UI for a mini-site, consider using dynamic components withinFlash. Applying actionscript coding to show or hide a button based onavailability of an external file will allow for a customizable UI.• External assets, such as on-screen elements for buttons and UI design, canalso be loaded dynamically from XML or through HTML variables. This allowscontent to be further customized for localized languages without editing thesource content.1
  • 2. Flash• Recommended software: Adobe Flash CS6• Why: Native program for creating Flash (.fla and .swf)A V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONEncode XML files in UTF-8formatThis ensures characters display properly in Flash.Embed fonts into FLA Embedding fonts in FLA avoids display issues when re-publishing into SWF forlocalized languages, ensuring accented characters display.Include all source files in thedelivery, including .fla, .xml,.psd, .ai, ActionScript files andall custom filters and effects toallow for re-publishing of SWFs.After translation, adjust the layout and text boxes, or embed characters ifnecessary.• Adjust text boxes if the content exceeds size of box• Adjust the position of the text box if the text expansion creates an overlap• For Asian languages, characters must be embedded within the .fla file. It ispossible to embed an entire font set, but for Asian languages, these are verylarge. Having the .fla file allows the localization partner to embed the specificcharacters to allow proper display and limit the size of the published file.Allow for 40 percent textexpansionThe space needed to accommodate translated text will expand or contractdepending on the target language. A good rule of thumb is to allow for 40percent text expansion.When creating a Flash presentation, use text boxes that adjust automatically inlength based on the content and allow text to wrap within the text box. Applyproperties for font size and spacing to individual text boxes rather than as aconstant variable to all text boxes.Continuous flow of text Sentences in the same paragraph, or words in the same sentence, shouldalways be part of the same text box, otherwise content may take longer thanusual to prepare.Use static or dynamic text boxes to keep all related content within the sametext box either within Flash or the same XML mode.Place content in externalXML filesAll text content and image/video links should be stored in XML files externalto the Flash file. If content can’t be entirely externalized into XML, provideconfirmation on where the content resides. Allow for HTML coding to berecognized for layout adjustment within the published SWF.2
  • 3. Images• Recommended software: Adobe Photoshop CS6 (raster) Adobe Illustrator CS6 (vector)• Why: Industry-standard software for creating images. Well supported and documented with good longevity.A V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONInclude image source files inyour deliveryUnflatten image source files (with editable text layers),such as .psd and .ai, to ensure localization teams can access text.Place text and objects onseparate layersTo translate embedded text, linguists must access the text separately from thegraphic. Otherwise, the graphic may need to be re-created, resulting in extracost and a project delay.Although text in vector-based programs like Illustrator can be selectedregardless of layer, placing text on its own layer speeds production.Apply housekeeping rules tolayers, specifically:• Name each layer descriptively• Remove unnecessary layers• Group similar layers usingthe Group option in theLayers palette (Photoshopand Illustrator)A messy Layers palette will increase the time required to localize a graphic.Often, what’s clear to the designer is not clear to the translator (or the nextdesigner to work on the file). If hidden layers are not required for the deliverable,you should delete them.Remove unnecessary elements • If additional text layers not used in the published image are present, removethem. Otherwise, content may be extracted for translation or kept in local-ized PSD, increasing the file size.• Remove non-text layers that aren’t used within the published image to re-duce the file size and simplify publishing• Lock any layers with non-editable textProvide an English version ofthe file in .jpg or .gif formatTranslators compare the finished, translated image with the original Englishversion to ensure accuracy.Don’t convert text to outlinesin Illustrator or rasterize text inPhotoshopIf an image requires outlines or rasterization, create a copy of the original textlayer, hide it and place it directly under the outlined or rasterized layer in theLayers palette.Use OpenType fonts OpenType fonts are the same regardless of operating systems, allowing them tobe used on a PC or Mac.Use fonts consistently Avoid using a different font for a single letter in a string. If a new font familyis used, share it with the localization vendor so that the look and feel of thelocalized images can match the source.If preparing a graphic for theAsian and Russian market andusing non-branded fonts, beaware that localizers will usethe fonts you’ve approved foreach marketDue to language and font requirements, specific fonts may be used for Asianand Russian languages and character display. Choosing a font that is UTF-8compliant and supports Asian characters is ideal when creating source contentthat will be localized. If a specific font for Asian languages needs to be applied,you should include this as part of the deliverable. The localization team will usespecific fonts for the Asian market if provided by the developer.3
  • 4. ACTION ISSUE AND EXPLANATIONInclude font files in yourdeliveryIncluding fonts in your source files drop will ensure the localized graphic textmatches the original English.Allow for 40 percent textexpansion when creatinggraphicsThe space needed to accommodate translated text will expand or contractdepending on the target language. A good rule of thumb is to allow for 40percent text expansion when creating a graphic.Multi-layer PSDs: Include imagepublished files in your deliveryOnly one published file should be generated from one PSD.If multi-layered PSDs must be provided, include the source published outputfiles and instructions (layers to hide/unhide, publishing dimensions, etc.).Video• Recommended software: Adobe Premiere Pro CS6 and Adobe After Effects CS6• Why: Tool is accessible, cross-platform compatible, easy to use and offers various publishing formats including .flvand .mp4, and allows cross-platform publishing, including .mov files, which are typically created for Mac.A V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONHand-off both the video and thescript concurrentlyPart of the localization process requires the localization partner to compare thevideo and the script to ensure they are the same.Always include theuncompressed video in thehand-offCompressing the video prior to localization will degrade the quality, becausevideo must be decompressed, edited, and then recompressed.Ensure source file ratiomatches that of the enddeliverablesFor example, do not provide 16:9 ratio if the localized videos will be delivered in4:3 format. If it doesn’t match, make sure you provide delivery size instructions.Provide source video in theformat of the deliverablesLarge format files increase the file size and impact transfer time, while smallerformat files create quality issues because the video will be stretched to meetfinal output settings.Files submitted to the localization vendor should match the specs for finalpublishing. If the English file is 640 by 480 pixels, in 4:3 ratio, with 30 frames persec, then the deliverable will match these specs.For the Web, videos should meet the following requirements:800x450, 29.97 fps, 44.1 kHz for audio and stereo (if video containsbackground music).Include the soundtrack as aseparate component from thesound-effect trackin the hand-offThis action will preserve background soundtrack and sound effects whilereplacing the audio narration. Otherwise, fades in and out are required on thesoundtrack, with voice and soundtrack to remove only the English voice for thelocalized video.Consider delivering audio files in WAV format - 44.1 kHz - stereo/mono - 16 bitInclude the narration track asa separate component in thehand-offThis action applies only if the video includes people talking on-screen.Consider delivering audio files in WAV format - 44.1 kHz - stereo/mono - 16 bit4
  • 5. ACTION ISSUE AND EXPLANATIONAdd several key frames, freezeframes, or splash screenswhere video can be lengthenedwithout affecting overall lookand feelLocalized audio might be longer than the original narration for non-time-sensitive video.Avoid video sequencing thatincludes constant animationsBecause localized audio might be longer than the original, it’s important that thevideo can be lengthened without breaking the animations.Deliver video according to finaldisplay medium, specifically:• .flv for Web delivery• .mp4 for iPhone/iPadcompatibilityThese files are used as reference during the localization process and serve asbaseline for quality of end deliverables.For video with onscreen text:• Use static or light animatedonscreen text• Provide the source videowithout onscreen text in thedeliveryDuring the localization process, the localization team needs to recreate theonscreen text.This process will be more effective, have a better quality and will be less costlyif:• There is no camera movement or complex text effect (like 3D text or compli-cated handwriting effect)• The recreation is based on the source video without onscreen textIf the video will be subtitled,don’t place on-screen textwithin the lower part of thescreenSubtitles will appear within the bottom 20 to 25 percent of the screen. Namesof speakers and presenters may overlap with subtitles if they appear within thebottom part of the screen. You should consider positioning text in the top partof the screen.Ensure that all text displayedwithin the video appears withinthe title safe areaThe title safe area is the measured zone within the video frame that defineswhere all visual elements should be contained to prevent elements from beingcropped out of the screen during transmission. This is especially importantwhen dealing with videos that will be broadcasted on a platform other than theWeb (for example, on television).To view the title safe area within Adobe Premiere, activate the Title/Action safeguides using the drop-down menu that appears below the composition screen.Ensure that no voiceoveroccurs during the transition“bumpers”No English audio should be audible during the transition part at the endof videos or over the bumper. If unavoidable, the only exception would beinstances whereby the speaker says something to effect of, “If you require anyfurther information, please contact us” in the transition portion only. Nothingshould be heard over the bumper section.5
  • 6. Videos must be published in MP4/H.264 and FLV formats.The following table defines the publishing settings to be used in Adobe Premiere:MP4/H.264 FLVFormat H.264 FLVMultiplexingMultiplexer MP4Stream compatibility iPodVideoCodec MainConcept.H.264 VideoTV Standard NTSCFrame width 80018002Frame height 45024502Frame rate Same as source Same as sourceField order None (Progressive)Pixel aspect ratio Square pixelsProfile MainLevel 4.0Render at maximum depth Disabled DisabledBitrate encoding VBR, 2 Pass VBRTarget bitrate 2 MbpsMaximum bitrate 2 MpbsEncoding passes TwoBitrate level CustomBitrate 1000 kbpsMinimum bitrate (% target) 80Maximum bitrate (% target) 120Bitrate variability (% target) 80Set key frame distance Enabled Disabled6
  • 7. Key frame distance 30Undershoot (% target) 100AudioAudio format AACCodec AAC MPEG Layer III (MP3)Output channels Mono MonoFrequency 48 kHzAudio quality HighBitrate settings 160 128Precedence BitrateCREATING COLLATERAL: PRINTED DOCUMENTS• Recommended software: InDesign CS6 or Word 2003/2007 or (newest version Word 2013)• Why: InDesign allows localization into multilingual languages from the same version of software. (Quark requiresmarket-specific language versions.) Word can be used for documents with basic layout and limited artwork because itrequires limited manipulations for the translation process.A V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONAdapt the paper size for theintended audience(s)A4 for European and Asian markets and Letter size for North American markets.If the document will be printed on multiple sizes of paper, consider adapting aone-size-fits-most approach. For example, 8.26” x 11” will fit on both Letter sizeand A4 paper.Specify operating system,software, and software versionFor example:• PC or Mac• InDesign CS6 or InDesign CS6Use OpenType fonts Since OpenType fonts are cross-platform compatible, they simplify desktoppublishing activities of localized documents. They are also free.Design the document to allowfor text expansionThe space needed to accommodate translated text will expand or contractdepending on the target language. A good rule of thumb is to allow for 40percent text expansion.Adjust text boxes that are displayed either in horizontal or vertical layout toaccommodate expansion.7
  • 8. ACTION ISSUE AND EXPLANATIONContinuous flow of text Sentences in the same paragraph, or words in the same sentence, shouldalways be part of the same text box. Avoid inserting soft returns or hard returnsin the middle of a sentence.Use column breaks intelligently and maintain text flow by ensuring that contentcontinues dynamically into the following column/page.Include the .joboptions file inthe hand-offThe localization partner will use the same settings to output localizeddocuments, ensuring localized versions look and print similar to the original.CREATING COLLATERAL: PRESENTATIONS• Recommended software: MS PowerPoint 2003, 2007, 2010 or 2013• Why: Leading software for creating presentations. PowerPoint is part of the MS Office suite, therefore easilyaccessible.A V O I D I N G P R O D U C T I O N I S S U E SACTION ISSUE AND EXPLANATIONUse OpenType fonts Since OpenType fonts are cross-platform compatible, they simplify desktoppublishing activities of localized documents.Use fonts consistently Avoid using a different font for a single letter in a string. If a new font familyis leveraged that has not been used in the past, you should share it with thelocalization vendor so that the look and feel of the localized images can matchthe source.Design the document to allowfor text expansionThe space needed to accommodate translated text will expand or contractdepending on the target language. A good rule of thumb is to allow for 40percent text expansion.Continuous flow of text Sentences in the same paragraph, or words in the same sentence, shouldalways be part of the same text box. Also avoid inserting soft returns or hardreturns in the middle of a sentence otherwise, content will take extra time toprepare correctly for translation.Use slide master and layoutsfor repetitive contentContent repeating on every slide, such as titles, headings and backgroundimages, should be placed on the slide master.The key benefit to using slide masters is the possibility to make universal stylechanges to every slide all at once, instead of one at a time.Provide editable text If translatable text appears on images and graphics, include editable version(PSD, AI) along with the PowerPoint presentation.Consider placing editable text boxes in the PowerPoint file over the graphics(assuming the graphics do not contain any text for translation), instead ofinserting published non-editable graphics that contain the text.8
  • 9. GENERATING A LIST OF URLS IN DREAMWEAVERTools Used• Adobe Dreamweaver CS3, CS4, or newest CS6• MS Excel 2007, 2010 or newest 2013Process1. Open the HTML page or pages in Dreamweaver.2. Click the Window menu and ensure that the Results palette is open.3. In the Results palette, click the Search tab.4. Click the green arrow to open the Find and Replace window.5. In the Find and Replace window select the following:• Find in (dropdown 1):Current Document (if you have one HTML page open)-- or --Open Documents (if you have multiple HTML pages open)• Search:Specific Tag (dropdown 2); a (dropdown 3)With Attribute (dropdown 4); href (dropdown 5); = (dropdown 6); [any value] (dropdown 7)6. Click the Find All button. The list of URLs is generated in the Results palette.7. Click the Save Report button.8. Save the report as an XML file.9. Launch Excel and open the report XML file.9
  • 10. GET STARTEDTo learn more about our Global EmailOperations solution, please contact us atglobalmarketingops.com/get-startedglobalmarketingops.comFollowLionbridge10. When prompted in the ‘Open XML’ dialog, select the first radio button.11. The URLs are listed under the column titled ‘mm_displaystr’.NOTE: If all the HTML files are located in one folder, it is possible to select the folder. In this case, select Folder… in theFind in: section as illustrated below.RECOMMENDED READINGEsselink, Bert. “A Practical Guide to Localization”. John Benjamins Publishing Co. 2000.Singh, Nitish. The Culturally Customized Web Site. Butterworth-Heinemann, 2005.

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