Tagged: inspiration

Design Principles: Space And The Figure-Ground Relationship 0

Design Principles: Space And The Figure-Ground Relationship


  

If you see graphic design as a process of arranging shapes on a canvas, then you’re only seeing half of what you work with. The negative space of the canvas is just as important as the positive elements that we place on the canvas.

Design Principles: Space And The Figure-Ground Relationship

Design is an arrangement of both shapes and space. To work more effectively with space, you must first become aware of it and learn to see it — learn to see the shapes that space forms and how space communicates. This is second part of a series on design principles for beginners. The first part covered an introduction to gestalt; the rest of the series (including this post) will build on those gestalt principles and show how many of the fundamental principles we work with as designers have their origin there.

The post Design Principles: Space And The Figure-Ground Relationship appeared first on Smashing Magazine.

Fostering Healthy Non-Professional Relationships 0

Fostering Healthy Non-Professional Relationships


  

As Web designers and developers, we invest a lot of time and effort in nurturing professional relationships, including those with clients, prospective clients, coworkers, peers and others in the industry.

Fostering Healthy Non-Professional Relationships

Unfortunately, while many Web professionals work hard to make these work-related relationships as strong as possible, they often neglect their non-professional relationships, including those with family and friends and even with themselves and their own health and well-being.

The post Fostering Healthy Non-Professional Relationships appeared first on Smashing Magazine.

Why You Should Get Excited About Emotional Branding 0

Why You Should Get Excited About Emotional Branding

Globalization, low-cost technologies and saturated markets are making products and services interchangeable and barely distinguishable. As a result, today’s brands must go beyond face value and tap into consumers’ deepest subconscious emotions to win the marketplace.

Why You Should Get Excited About Emotional Branding

In recent decades, the economic base has shifted from production to consumption, from needs to wants, from objective to subjective. We’re moving away from the functional and technical characteristics of the industrial era, into a time when consumers are making buying decisions based on how they feel about a company and its offer.

The post Why You Should Get Excited About Emotional Branding appeared first on Smashing Magazine.

Why You Should Get Excited About Emotional Branding 0

Why You Should Get Excited About Emotional Branding

Globalization, low-cost technologies and saturated markets are making products and services interchangeable and barely distinguishable. As a result, today’s brands must go beyond face value and tap into consumers’ deepest subconscious emotions to win the marketplace.

The Role Of Brands Is Changing

In recent decades, the economic base has shifted from production to consumption, from needs to wants, from objective to subjective. We’re moving away from the functional and technical characteristics of the industrial era, into a time when consumers are making buying decisions based on how they feel about a company and its offer.

BusinessWeek captured the evolution of branding back in 2001:

“A strong brand acts as an ambassador when companies enter new markets or offer new products. It also shapes corporate strategy, helping to define which initiatives fit within the brand concept and which do not. That’s why the companies that once measured their worth strictly in terms of tangibles such as factories, inventory and cash have realized that a vibrant brand, with its implicit promise of quality, is an equally important asset.”

I’d take it a step further and suggest that the brand is not just an important part of the business — it is the business. As Dale Carnegie says:

“When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion.”

It’s Time To Get Emotional

In a borderless world where people are increasingly doing their research and purchases online (75% of Americans admit to doing so while on the toilet), companies that don’t take their branding seriously face imminent demise.

Enter emotional branding. It’s a highly effective way to cause reaction, sentiments and moods, ultimately forming experience, connection and loyalty with a company or product on an irrational level. That’s the ironic part: Most people don’t believe they can be emotionally influenced by a brand. Why? Because that’s their rational mind at work. People make decisions emotionally and then rationalize them logically. Therefore, emotional branding affects people at a hidden, subconscious level. And that’s what makes it so incredibly powerful.

Neuroscientists have recently made great strides in understanding how the human mind works. In his book Emotional Design: Why We Love (or Hate) Everyday Things, cognitive scientist Donald Norman explains how emotions guide us:

“Emotions are inseparable from and a necessary part of cognition. Everything we do, everything we think is tinged with emotion, much of it subconscious. In turn, our emotions change the way we think, and serve as constant guides to appropriate behavior, steering us away from the bad, guiding us toward the good.”

Emotions help us to rapidly choose between good and bad and to navigate in a world filled with harsh noise and unlimited options. This concept has been reinforced by multiple studies, including ones conducted by neuroscientist Antonio Damasio, who examined people who are healthy in every way except for brain injuries that have impaired their emotional systems. Due to their lack of emotional senses, these subjects could not make basic decisions on where to live, what to eat and what products they need.


Recognize your emotions at play. Rice or potatoes? Saturday or Sunday? Say hello or smile? Gray or blue? The Rolling Stones or The Beatles? Crest or Colgate? Both choices are equally valid. It just feels good or feels right — and that’s an expression of emotion.

Emotions are a necessary part of life, affecting how you feel, how you behave and how you think. Therefore, brands that effectively engage consumers in a personal dialogue on their needs are able to evoke and influence persuasive feelings such as love, attachment and happiness.

Creativity Is Critical

What does that mean to marketers? Good ideas are increasingly vital to businesses. And that’s good news for creative professionals and agencies.

A Wall Street Journal article titled “So Long, Supply and Demand” reports:

“Creativity is overtaking capital as the principal elixir of growth. And creativity, although precious, shares few of the constraints that limit the range and availability of capital and physical goods. In this new business atmosphere, ideas are money. Ideas are, in fact, a new kind of currency altogether — one that is more powerful than money. One single idea — especially if it involves a great brand concept — can change a company’s entire future.”

As Napoleon Hill says:

“First comes thought; then organization of that thought, into ideas and plans; then transformation of those plans into reality. The beginning, as you will observe, is in your imagination.”

Emotional Branding In Action

Let’s look at some examples of branding and campaigns that go for the heart and, in some cases, hit the mark.

WestJet Christmas Miracle

WestJet Airlines pulled on heartstrings this past holiday season with a video of Santa distributing Christmas gifts to 250 unsuspecting passengers. The Canadian airline expected around 800,000 views but blew their competitors’ campaigns out of the air with more than 35 million views.

How the WestJetters helped Santa spread some Christmas magic to their guests. (Watch on Youtube)

Coca-Cola Security Cameras

While surveillance cameras are known for catching burglaries and brawls, a Coca-Cola ad released during the latest Super Bowl encourages us to look at life differently by sharing happy, moving moments captured on security cameras. You’ll witness people sneaking kisses, dancing and random acts of kindness.

All the small acts of kindness, bravery and love that take place around us, recorded by security cameras. (Watch on Youtube)

Homeless Veteran Time-Lapse Transformation

Degage Ministries, a charity that works with veterans, launched a video showing a homeless US Army veteran, Jim Wolf, getting a haircut and new clothes as part of an effort to transform his life. Degage Ministries told Webcopyplus that Wolf has completed rehab and is turning his life around, and that the video has so far raised more than $125,000, along with increased awareness of and compassion for veterans across the country.

A video of a homeless veteran named Jim, who volunteered to go through a physical transformation in September 2013. (Watch on Youtube)

Creating Emotional Connection

While neuroscientists have only recently made significant strides in understanding how we process information and make decisions, humans have been using a powerful communication tactic for thousands of years: storytelling. It’s a highly effective method to get messages to stick and to get people to care, act and buy.

The stories that truly engage and are shared across the Web are typically personal and contain some aspect of usefulness, sweetness, humor, inspiration or shock. Also, the brand has to be seen as authentic, not manufactured, or else credibility and loyalty will be damaged.

I discussed the Coca-Cola video with Kevin McLeod, founder and CEO of Yardstick Services, who suggests that most brands merely try to connect the emotions of a real moment in life to their brand.

“The Coke video is full of wonderful clips of people doing things that make us all feel good. I’m not going to lie, it got my attention and is very memorable. At the same time, I’m intelligent enough to see what Coke is doing. With the exception of the last clip, none of the “good things” in the video are related to Coca-Cola.

The ad primes us by making us feel good and then drops the brand at the end so that we connect those emotions to the Coke brand. It’s very shrewd. Part of me thinks it’s brilliant. The other part of me thinks it’s overly manipulative and beguiles a product that can’t stand on its own merits, of which caramel-colored, carbonated sugar water has few.”

McLeod puts forth sharp views about Coke merely stamping its brand on a video compilation, which could very well have been IBM, Starbucks or virtually any other company. However, while he consciously found the video to manufacture emotions, he still enjoyed it, stating that it makes us all — including him — “feel good.” So, despite McLeod’s skepticism and resistance, it still made an emotional connection with him. There’s the desired association: Coke = feeling good.


Folks make decisions emotionally and then rationalize them logically, therefore, emotional branding affects people at a hidden, subconscious level.

To get the most success in creating an emotional connection with people, stories should explore both brand mystique and brand experience, and the actual product or service should be integrated. A brilliant example is The Lego Movie, released by Warner Bros earlier this year. The Lego brand delivered a masterful story, using its products as the stars. The brand got families and kids around the globe to shovel out well over $200 million for what could be the ultimate toy commercial.

Designers, developers, copywriters and marketers in general should take a page from moviemakers, including the late writer, director and producer Sidney Lumet. He gave the following advice on making movies: “What is the movie about? What did you see? What was your intention? Ideally, if we do this well, what do you hope the audience will feel, think, sense? In what mood do you want them to leave the theater?” The same could be asked when you’re developing a brand story: What do you want the audience to feel?

Even product placement, where everything from sneakers to cars gets flashed on the screen, has evolved into “branded entertainment.” Now, products are worked into scripts, sometimes with actual roles. A well-known example is in the film Cast Away, in which Wilson, a volleyball named after the brand, serves as Tom Hanks’ personified friend and sole companion for four years on a deserted island. When Wilson gets swept away into the ocean and slowly disappears, sad music ensues, and many moviegoers shed tears over… well, a volleyball.

Making Brands Emotional

Connecting people to products and services is not an easy task. It takes careful consideration and planning. US marketing agency JB Chicago found success sparking an emotional connection for Vitalicious, its client in the pizza industry. Its VitaPizza product had fewer calories than any competitor’s, however, its message was getting lost among millions of other messages. Explains Steve Gaither, President of JB Chicago:

We needed to bring that differentiation front and center, letting the target audience, women 25-plus interested in healthy living, know they can eat the pizza they love and miss without consuming tons of calories.

A relationship concept was formed, and a campaign was soon launched with the following key messages: “You used to love pizza. And then the love affair ended. You’ve changed. And, thankfully, pizza has too! Now you and your pizza can be together again.” The agency then tested different ads, each centered on one of the following themes:

  • sweepstakes,
  • 190 calories,
  • gluten-free/natural,
  • “You and pizza. Reunited. Reunited and it tastes so good.”

The brand idea outperformed the other ads by a margin of three to one. Bringing a story into the equation resonated with the target audience.

Gaither also shared insight on a current story-building project for StudyStars, an online tutoring company whose brand wasn’t gaining traction. JB Chicago overhauled the brand and created a story to demonstrate that StudyStars is a skills-based tutoring system with a deep, fundamental approach to learning, one that ultimately delivers better outcomes.

“We needed to find and build camp at a place where skills-based tutoring intersects with the unmet needs of the buyer. We needed a powerful brand idea that enables us to claim and defend that space. And we needed to express that idea in a manner that is believable and differentiated.”

Seeking a concept that would look, feel, speak and behave differently, JB Chicago crafted the brand idea “Master the Fundamentals.” It suggests that learning is like anything else: You have to walk before you can run, or else you will fall. So, the agency is setting up a campaign, including a video, to show that students who fall behind in school due to weak learning of the fundamentals don’t just fall behind in the classroom — their struggles affect every other aspect of their lives.

Here’s a snippet of the drafted script:

Title: Pauline’s Story

We see a beautiful little girl in a classroom. Pauline. She is 8 years old. We can also see that she’s a little lost.

A quick shot of the teacher at the chalkboard, teaching simple multiplication, like 9 × 6. Back to Pauline. She’s not getting it.

We see Pauline again at age 12, again in class. She is looking at a math quiz. It’s been graded. She got a D.

There’s a sign hanging from her neck. The sign says “I never learned multiplication.”

We see Pauline again, now at 15. She is home. Her parents are screaming at each other about her poor academic performance. The sign around her neck is still there. “I never learned multiplication.”

We see a young waitress in a dreary coffee shop. It takes us a few seconds to realize that it’s Pauline, age 18. She is tallying a customer’s check.

A close shot of the check. Pauline is trying to calculate the tax. She can’t do it, so she consults a cheat sheet posted nearby. She’s still wearing the sign. “I never learned multiplication.”

She figures the tax out and brings the check over to an attractive collegiate-looking couple, who thank her and head for the door. She watches them leave.

Their life is everything hers is not. Their future is everything hers will never be. Slate (text) states StudyStars’ case, and the video ends with an invitation to visit studystars.com.

JB Chicago created a story that draws us in and links to emotions — possibly hope, fear, promise, hope, security and other feelings — according to the person’s mindset, experience, circumstance and other factors. The key is that it gets to our hearts.

Emotional Triggers

Different visitors connect to and invest in products and services for different reasons. To help you strike an emotional chord with your audience, veteran marketer Barry Feig has carved out 16 hot buttons in Hot Button Marketing: Push the Emotional Buttons That Get People to Buy:

  • Desire for control
  • I’m better than you
  • Excitement of discovery
  • Revaluing
  • Family values
  • Desire to belong
  • Fun is its own reward
  • Poverty of time
  • Desire to get the best
  • Self-achievement
  • Sex, love, romance
  • Nurturing response
  • Reinventing oneself
  • Make me smarter
  • Power, dominance and influence
  • Wish-fulfillment

How Does It Make You Feel?

As emotional aspects of brands increasingly become major drivers of choice, it would be wise for designers, content writers and other marketers to peel back customers’ deep emotional layers to identify and understand the motivations behind their behavior.

So, the next time you ask someone to review your design or content, maybe don’t ask, “What do you think?” Instead, the smarter question might be:

“How does it make you feel?”

(al, il)


© Rick Sloboda for Smashing Magazine, 2014.

Interview With Khajag Apelian: “Type Design Is Not Only About Drawing Letters” 0

Interview With Khajag Apelian: “Type Design Is Not Only About Drawing Letters”

Having started his career studying under some of the best typographic minds in the world, Khajag Apelian not only is a talented type and graphic designer, unsurprisingly, but also counts Disney as a client, as well as a number of local and not-for-profit organizations throughout the Middle East.

Even more impressive is Khajag’s willingness to take on work that most people would find too challenging. Designing a quality typeface is a daunting task when it’s only in the Latin alphabet. Khajag goes deeper still, having designed a Latin-Armenian dual-script typeface in four weights, named “Arek”, as well as an Arabic adaptation of Typotheque’s Fedra Display.

Khajag ApelianGiven his experience in working between languages, it’s only logical that Khajag’s studio maajoun was chosen by the well-known and beloved Disney to adapt its logos for films such as Planes and Aladdin into Arabic, keeping the visual feel of the originals intact.

Q: Could you please start by telling us more about some of the typefaces you’ve designed?

Khajag: Well, I’ve only designed one retail font, and that is Arek. It started as my final-year project in the Type and Media program at KABK (Royal Academy of Art, the Hague). Arek was my first original typeface, and it was in Armenian, which is why it is very dear to me. I later developed a Latin counterpart in order to make it available through Rosetta, a multi-script type foundry.

Another font I designed is Nuqat, with René Knip and Jeroen van Erp. Nuqat was part of the “Typographic Matchmaking in the City” project, initiated by the Khatt Foundation between 2008 and 2010. In this project, five teams were commissioned to explore bilingual type for usage in public spaces.


Arek is a dual-script Latin-Armenian typeface family in four weights, with matching cursive styles. (Large preview)

I’ve also worked on developing the Arabic companion of Fedra Display by Typotheque. The font is not released yet but will be soon, hopefully in the coming year, so keep an eye on Typotheque if you’re interested.

Q: How did you start designing type?

Khajag: We had a foundational course in type design at Notre Dame University in Lebanon (NDU) during my bachelor’s degree. Actually, it was more like a project within a course, where we were asked to design an “experimental Arabic typeface” — something that was quite basic and that didn’t really involve type design, which I later realized when I entered the Type and Media program. So, that was the first project I worked on that could be considered close to designing type. The outcome is nothing to be proud of, but the process was a lot of fun.

Then, I started to work more and more with letters, although I never knew I could develop this interest, let alone study it later on. I only found out about the program at KABK during my final year at the university, when NDU graduate Pascal Zoghbi came to the school to present his Type and Media thesis project. That did it for me — two years later, I was there!

Typographic Matchmaking 2.0 parts 1-3. (Watch on YouTube)

Q: Tell us about the course at KABK. Did you focus only on designing Latin typefaces, or were you able to develop your skill in designing Arabic faces, too?

Khajag: The year at KABK was one of the best times I’ve had. It was intense, rich, fun and fast. It’s incredible how much you develop when surrounded by teachers who are considered to be the top of the typographic world and classmates who were selected from different places around the world, each bringing their own knowledge and experience to the table.

During the first semester, we tackled the basics of type design in calligraphy classes, practicing and exercising the principles of Latin type. We mostly learned the fundamentals of contrast, letter structure and spacing. This continued over the year through sketching exercises, designing type for different media and screens, and historical revivals.

Sketching exercises
A couple of type-drawing exercises on TypeCooker. (Image source)

Adapting these principles to the specifics of other scripts, like Arabic and Armenian, had to come from a more personal learning effort. But despite their modest knowledge of these scripts, the instructors are capable of guiding you through your final project. At the time, I decided to go with Armenian for my final project, but others have worked with other scripts, and the results have been strong and impressive.

Q: How do you keep the spirit of a typeface intact when moving from one language to another? Is it easier to maintain this feel when designing the Latin counterpart of an Armenian typeface, as you did with Arek, or when moving from Latin to Arabic, as you’re doing with Fedra Display?

Khajag: I think each project presents its own challenges to translating a certain spirit in different scripts. In the case of Arek, I started designing the Armenian without thinking about designing a Latin counterpart to it. So, my focus was entirely on one script. The process involved a lot of investigation of old Armenian manuscripts, from which my observations and findings were translated into the typeface. This naturally created a very strong spirit that I had to retain when I moved to designing the Latin counterpart.

Armenian and Latin letter proportions and constructions have certain similarities, which helped with the initial drawing of the Latin letters. I later had to reconsider some details, like the x-height, the serifs and the terminals, in order to achieve the ideal visual harmony.


This Arabic adaptation of Fedra Display. (Large preview)

In the case of Fedra Display Arabic, the spirit of the typeface was already there. The challenge was to translate the extreme weights of Fedra Sans Display to the existing Fedra Arabic. The Latin font is designed for headlines and optimized for a compact setting. These were important to retain when designing the Arabic counterpart. I experimented a lot with the weight distribution of the letterforms, something that is an established practice in the Latin script but not in the Arabic.

I had to find the right width and the maximum height of the letterforms in order to achieve similar blackness while maintaining the same optical size. Whereas, for the hairline, it was necessary to keep the compact feature of the Latin without undermining the Arabic script. A set of ligatures was designed to further enhance the narrowness of the font.

Q: Do you design only Arabic typefaces? If so, is there a particular reason for that?

Khajag: Besides Arek and a few other small projects I’ve been involved in, I mostly work with Arabic. The first direct reason is where I live, of course. Most of the time, clients in the region need to communicate in two languages, and that’s usually Arabic and English, or Arabic and French. The other reason is the number of Arabic fonts available compared to Latin fonts. Usually, when looking to communicate in English, I can find a way to do it through existing Latin fonts, but that’s not always the case with Arabic.

Although, I have to admit that a lot of good Arabic type is emerging in the design world nowadays. Still, there aren’t that many Arabic typefaces, and with time the good ones become overused and everyone’s designs start to look similar. This is why I look to differentiate my work through type. I do not always design complete functional typefaces; rather, I often develop “incomplete” fonts that I can use to write a word or a sentence for a poster or a book cover, and different lettering pieces here and there.


The identity poster and catalogue for “Miniatures: A Month for Syria” event, organized by SHAMS. (Large preview)

Q: Do you prefer to design Arabic typefaces that hold true to the calligraphic origins of the script, or is it more interesting to depart from those origins somewhat, as you did with Nuqat?

Khajag: I think Nuqat is quite an extreme case of departing from calligraphy. I consider it an experiment rather than a functional typeface. In any case, I don’t think I have a particular preference for typefaces to design. I am very much intrigued by the process, and in both cases there are some quite interesting challenges to tackle. A big responsibility comes with designing a typeface that must remain true to its calligraphic origins, something that comes with a lot of history and that has reached a level of perfection. And when you depart from that, you go through an abstraction process that can also be a fun exercise.


Nuqat is a display typeface designed by Khajag Apelian and René Knip for the “Typographic Matchmaking in the City” project, initiated by the Khatt Foundation. (Large preview)

Q: Where does your love of typography and graphic design come from?

Khajag: Like most teenagers about to start university, I was confused about my subject of study. At the time, I was part of a dance troupe with a friend who used to be a graphic designer. I liked her quite a bit and thought I could enroll in graphic design to be “cool” like her! I didn’t know what graphic design was about at the time. And so I enrolled. The foundation year was all about color theory, shapes and composition. It wasn’t until the second year or so that I started to realize what design was really about. Luckily, I loved it.

Later on, I took courses with Yara Khoury, and thanks to her I really got to appreciate typography. Yara was heavily influenced by different European schools that put typography on a pedestal, and she managed to transfer that to me and to other students. At NDU, we were exposed to the work of various designers from the Bauhaus and Swiss schools, and we were trained to capture the details and understand the function of type within graphic design. I was particularly fascinated by how one can go all the way from designing something that goes unnoticed by the reader to something that is very present and expressive, all just with type.

Q: Did you enjoy the visual departure from the Arabic culture you were surrounded by and brought up in, into the Modernist European one you were learning about? Did you ever find the aesthetic difference between the two difficult to navigate?

Khajag: Very much, actually. It wasn’t difficult to navigate per se, but rather overwhelming, maybe? Everything in the Netherlands is designed, and many of those things are featured in books as exemplary design. I had always been exposed to this through books and the Internet, but actually being immersed in it was another experience. One funny incident was when I spotted a police car for the first time, knowing it was branded by Studio Dumbar. I was so excited, I almost wanted to take a picture with them.

Q: How did you start off in the design industry? Could you also describe your role at your current company?

Khajag: My first job as a designer was in branding with Landor Associates in Dubai. I worked there for around a year, before going to the Netherlands for my master’s. After graduation, I extended my visa for a year and worked freelance with several Dutch design studios on projects that involved designing with Arabic. My work partner, Lara, was also living and working in the Netherlands at the time, and both of our visas were about to expire. Right before coming back to Beirut, we worked together on a cultural project with Mediamatic. We got comfortable working together and thought, Why not start a studio when we get back to Beirut? And so we did.


Book cover design and guidelines for Hachette Antoine, a regional publishing house that maajoun has been working with for over three years (Large preview)

When we started, we were highly inspired by Dutch business models, such as Mediamatic and O.K. Parking, which often initiate their own cultural or educational projects and events, sometimes funded through their commercial practice. This business model was somewhat new to us at the time. Things have changed since then, and many design agencies nowadays have their own cultural or educational projects, sometimes referred to as “R&D” or “corporate social responsibility”. Far from being a corporate strategy, we like to think of our side projects as a channel to exchange knowledge with other designers in our area.

Our commercial practice, on the other hand, is focused on editorial design, lettering and type design. Our studio is rather small (most of the time, only the two of us), which means we both have to do a bit of everything, even accounting!

Q: What have been your biggest achievements till now?

Khajag: I consider maajoun to be one of my biggest achievements to date. I love what we do. When you work on fun projects in university (whether cultural or experimental), everyone tries to make you feel like you should enjoy it as much as you can because you won’t get to do much of it in the “real world.” That’s not true. At maajoun, we work on interesting projects, we take the time to experiment, and we have fun!

Publishing Arek with Rosetta would be another big achievement. Arek is the first typeface that I seriously developed, and I am really happy it is out there and available to the public.


Maajoun’s submission to GrAphorisms, a project initiated by SHS Publishing (Large preview)

Q: You’ve done some work on Arabic versions of logos for several Disney films. Are you able to share with us what that process has been like?

Khajag: Arabic logo adaptation is becoming more and more common in the Middle East and North Africa, whose markets big international brands are trying to reach. Disney is no exception. We were asked to design the Arabic versions of the logos for several Disney films, including Aladdin, The Lion King and Beauty and the Beast.

We usually start by analyzing the original logo, its visual characteristics and some distinctive shapes; most importantly, we try to extract some cultural references from the lettering technique used in the logo, whether it has a 1960s retro feel or some elegance in a classical serif. We then try to translate these both visually and conceptually to the Arabic. This helps us to create a logo that works well visually with its Latin counterpart, without compromising the essence of the Arabic script.


Maajoun’s adaptation of Disney logos to Arabic script (Large preview)


The Arabic adaptation for Disney’s Tangled (Large preview)

Q: Is there a way for readers to know what conferences you’ll be speaking at or attending, or workshops you’ll be organizing?

Khajag: Kristyan Sarkis, Lara and I decided a few months ago to start a series of Arabic lettering workshops, which we’ll try to carry to different cities every now and then. We started during Beirut’s Design Week in June 2013 and had another session in July. We are having another one around May in Beirut, so those who are interested can stay tuned to our Facebook page.

Also, the Khatt Foundation usually organizes a workshop on Arabic type design at Tashkeel in Dubai. I usually take part in this. It’s an intensive nine-day workshop. The first three days concentrate on Arabic calligraphy and lettering, while the next six days are on Arabic type design. I also usually announce these things through Twitter (@debakir and @maajoun) or through maajoun’s page on Facebook.

Q: What advice would you give to young readers out there who are interested in becoming a type designer?

Khajag: Go for it! But know that type design is not only about drawing letters. It involves research and a lot of technical work.

Related Resources

(il, al)


© Alexander Charchar for Smashing Magazine, 2014.