Zero Translation

Zero translation (also known as do-not-translate or DNT) refers to instances where a term, phrase, or content element is intentionally left untranslated in the target language. Rather than representing a gap or error, zero translation is a deliberate decision that certain content should remain in its original form across all languages.

Common categories of zero-translated content include brand names and trademarks (Nike, Google, Toyota), product names that are marketed globally under a single name, technical standards and codes (ISO 9001, HTML, USB), scientific nomenclature (Latin species names, chemical formulas), proper nouns that are not conventionally translated, programming code and technical commands, and certain acronyms that are used internationally in their English form.

Zero translation decisions are typically documented in a project's terminology database or style guide, creating a do-not-translate list that ensures all translators working on the project consistently leave specified terms untranslated. Without this documentation, translators may inconsistently translate or not translate terms, creating inconsistency across the localised content.

The decision about what to zero-translate requires careful consideration. Some brand names may need to be transliterated (converted into a different script) even if they are not translated. Some technical terms may have established local equivalents that the target audience expects. And some terms that seem universal may actually need adaptation for specific markets.

LEXIGO maintains client-specific do-not-translate lists as part of our terminology management framework, ensuring consistent treatment of terms that should remain untranslated across all projects and languages.

Translating a brand name, technical standard, or globally recognised term when it should have been left untranslated can cause confusion and undermine brand consistency. Conversely, leaving a term untranslated when a local equivalent exists can make content feel inaccessible to the target audience. Getting zero translation decisions right is a small but important aspect of translation quality.

For organisations with established brand guidelines, maintaining a clear do-not-translate list and sharing it with your translation provider ensures consistent treatment of your brand terminology across all languages and markets.