Valeri Chekheria, Director General of ADJARA GROUP HOSPITALITY, is not for translation of international logo and claims that we should separate logo from name. Valeri Chekheria talked about this in an interview, when discussing the new initiative of Kakhi Kaladze, Mayor of Tbilisi. The initiative is to introduce increased fines for violation of the Law on Advertisement – 3000 GEL instead of 300 GEL for legal entities and 1000 GEL instead of 200 for physical persons.
“I am sure that business sector will once again raise this issue to avoid the obligation to translate the logo of a company; translation of brand name is not a problem. We are going to once again discuss our arguments with the new Mayor – we haven’t talked about this issue with Kakhi Kaladze. Actually, I agree with Kaladze, that the city should have a well arranged image; for me, as a resident of this city and the head of Adjara Group, this is very important – it doesn’t look nice, when façades and signs are all different, but the logo issue will anyway need to be discussed;
I think that logo, which is registered in SakPatenti and recognized worldwide, should not be changed or translated,” – stated Chekheria. Regardless of the above position, ADJARA GROUP Director General says that they represent a law-abiding company and to avoid fines< they will have to translate the logos of Adjara Group hotels, including Holiday Inn.
