Each year, the State Language Centre of Latvia announces a “Word of the Year,” highlighting newly adopted words in the Latvian language. A “Non-Word of the Year,” typically carrying a negative connotation, is also named.
The 2021 "Word of the Year" was kvadratkods (“square code”), while the "Non-Word" was sadarbspejigs (“interoperable”).
This got me thinking about what it really means to be on constant language watch—leading to the sobering conclusion that our current efforts simply aren’t enough. From all directions, our small nation is being ever more tightly and threateningly encircled by major brands with their Anglicisms, Germanisms, and Gallicisms. If we don’t want to dissolve into this global ocean of foreign words, we have no choice but to resist. And to prove this isn’t just empty rhetoric, I came up with a few initial proposals—ironically, of course.
These Latvianized logos quickly became a viral hit among locals, gaining thousands of likes and shares, and even earning mentions in mainstream media outlets.
Concept and design.
