Unifying content and presentation with type

Inspired by Teal Triggs’ book Type Design: Radical Innovations and Experimentation, I decided to explore the use of calligrams. By definition, a calligram is formed when a group of words are arranged to visually represent its content. Calligrams are considered to be a form of concrete poetry, also called visual poetry.


The images created by these visual forms provide a unique means of integrating content and visual display -indeed the goal of any graphic designer.

In this most recent case, I explored the technique as a means of conveying an advertising message for a client in Rhode Island that creates custom foot orthotics using a new technology. The resulting calligram was to be used on the back side of a business card, providing an eye-catching means of delivering a message.

Never underestimate the power of a planted seed: