App Name and Subtitle Localization: Character Limit Strategies

The 30-Character Challenge

App name and subtitle each get 30 characters—a strict limit that creates real challenges when localizing. What fits perfectly in English may overflow in German or require creative solutions in Japanese.

This guide addresses app name localization character limits problems and provides practical strategies for every market.

Understanding the Constraints

The 30-Character Reality

App Store Connect enforces exactly 30 characters for:

• **App Name:** Your primary identifier
• **Subtitle:** Your secondary keyword opportunity

Both are app-level (not version-level), meaning changes require review.

Why Character Limits Matter

• **Truncation:** Exceeding limits causes cutoff with "..."
• **Search visibility:** Name and subtitle are heavily weighted for search
• **First impression:** Both appear in search results and browse

Language Length Variations

Not all languages use the same space:

The German Problem

German is consistently problematic for character limits:

English (23 chars): "Photo Editor Pro - Edit"

German (35 chars): "Foto-Editor Pro - Bearbeiten" ❌

You're over by 5 characters. Something has to give.

Strategy 1: Shorten the Brand

If your brand name is long, consider abbreviations for some markets:

Full name: "PhotoMaster Pro"

Shortened: "PMaster Pro" or "Photo M Pro"

Important: Maintain recognition. Don't shorten so much that users can't find you.

Strategy 2: Prioritize Keywords Over Description

When space is tight, keep the keyword, lose the fluff.

English: "TaskFlow - Simple Task Manager"

German option 1: "TaskFlow - Einfache Aufgaben" (uses keyword "Aufgaben")

German option 2: "TaskFlow - Aufgabenmanager" (compound word)

The second option uses German's ability to combine words.

Strategy 3: Use Compound Words (German)

German allows compound words that convey meaning compactly:

This can save significant characters while including keywords.

Strategy 4: Adapt, Don't Translate

Sometimes the best approach is conveying the same meaning differently:

English (28 chars): "Budget Tracker - Money Saver"

German direct (38 chars): "Budget-Tracker - Geldsparer" ❌

German adapted (29 chars): "Budget-Tracker - Spare Geld" ✓

The adapted version says "Save Money" instead of "Money Saver."

Strategy 5: Leverage Shorter Languages

For Japanese, Chinese, and Korean, you often have extra space:

English (30 chars): "Task Manager - Get Organized"

Japanese (14 chars): "タスク管理 - 整理整頓"

Use the extra space for additional keywords or value messaging.

Market-Specific Approaches

German (de-DE)

Challenges: Consistently longest language.

Strategies:

• Use compound words aggressively
• Abbreviate common terms (App → App works in German)
• Prioritize one keyword over multiple
• Consider shorter descriptors

Example solutions:

French (fr-FR)

Challenges: Moderately longer, articles add characters.

Strategies:

• Drop articles when possible (le, la, les)
• Use shorter synonyms
• Abbreviate carefully

Example:

English: "The Photo Editor"

French: "Éditeur Photo" (not "L'éditeur de photos")

Japanese (ja)

Advantages: Compact characters give extra room.

Strategies:

• Include additional value proposition
• Add modifier keywords
• Use extra space for clarity

Example:

English: "Task Manager"

Japanese: "タスク管理 - シンプル＆高機能" (Task Manager - Simple & Powerful)

Spanish (es-ES)

Challenges: Moderate expansion, consistent.

Strategies:

• Drop articles where natural
• Use shorter verb forms
• Consider infinitive forms

Chinese (zh-Hans)

Advantages: Very compact, significant extra space.

Strategies:

• More descriptive names possible
• Include category keywords
• Expand value proposition

Subtitle-Specific Strategies

Subtitles are secondary but critical for keywords.

Keyword Priority

Put your most valuable keyword first in case of truncation:

Good: "Photo filters & editing tools"

Better: "Filters, effects & photo tools" (if "filters" is higher value keyword)

Avoid Repetition

Don't repeat app name words in subtitle—Apple already indexes them together.

App Name: "PhotoPro - Editor"

Bad Subtitle: "Photo editing made easy"

Better Subtitle: "Filters, effects & enhance"

Keep It Scannable

Users scan search results quickly:

• Front-load value
• Avoid complex phrases
• Use "&" instead of "and" to save space

Testing Your Localized Names

Before Submission

• Count characters precisely (including spaces)
• Preview in App Store Connect
• Check how it looks on device

Character Counting Tools

Use precise character counting:

• App Store Connect's built-in counter
• Unicode-aware text editors
• Dedicated ASO tools

Common Counting Mistakes

• Counting bytes instead of characters
• Missing special characters (emojis, accented letters)
• Forgetting spaces count

Emergency Fixes

When you discover a limit problem after submission:

Quick Fixes

• Remove unnecessary punctuation
• Use & instead of "and"
• Abbreviate common words
• Drop articles or prepositions

Example Emergency Shortening

Too long (34 chars): "Photo Editor Pro - Easy Editing"

Fix 1 (30 chars): "Photo Editor Pro - Easy Edit"

Fix 2 (28 chars): "Photo Editor Pro - Edit Now"

Fix 3 (26 chars): "PhotoEditor Pro - Editing"

Character Limit Quick Reference

Planning for Localization

Before creating your English name, consider:

• **Will it translate?** Names with wordplay may not work.
• **Is it expandable?** Leave room for longer languages.
• **Is the brand name essential?** Or can it be adapted?

An English name that's 28-29 characters will create problems in German. Plan for ~20 characters to leave localization room.

Summary Checklist

• [ ] Check each locale for character limits before submission
• [ ] Use compound words for German
• [ ] Drop articles where natural (French, Spanish)
• [ ] Leverage extra space in Asian languages
• [ ] Prioritize keywords over descriptive phrases
• [ ] Never repeat name words in subtitle
• [ ] Preview on device before final submission

Character limits are constraints, but they force clarity. A well-crafted 30-character name in every language communicates value efficiently and drives downloads across your target markets.