Calligraffiti Art for the Street vs Graphic Design for Branding

Typography has been of interest to me ever since I was a graffiti artist and fashion design student in Morocco, and the way letters can be transformed into visual art through shape and composition is something that has continued to fascinate me throughout my graphic design career at Brand Creative in Dubai.

As a graffiti artist, the street has been an essential platform for me to express my personal opinions and creativity. When deciding the theme for a new piece I tend to either feature my graffiti name, communicate a specific message, or more recently I have been incorporating elements of calligraphy for a more decorative element. This form of visual communication is known as ‘Calligraffiti Art’, something that has been particularly inspirational to me in the last few years. 

I used to create graffiti primarily in English until 2014, when I began to explore using Arabic words in my pieces, staying true to my cultural identity. I discovered that when letterforms are reshaped the effect can be really effective and since then I have focused on exploring the beauty of Arabic letters through calligraffiti. ‘Calligraffiti’ is usually defined as ‘calligraphy, typography, and graffiti’, but my interpretation incorporates Arabic to further integrate traditional and modern art forms and communicate a Universal message of tolerance and acceptance.

Recently, I completed a new artwork in my hometown of Sefrou, Morocco. The intention was to evoke conversation around art, language and form, connecting the viewer with the piece on a deeper level. The main similarity between graffiti for the street and graphic design for branding is that aesthetic balance is key in attracting the viewer and successfully delivering a message with impact. 

‘Calligraffiti for the Street vs. Graphic Design for Branding' by Hicham El Yagoubi, Brand Creative Graphic Designer