The Aesthetic Function of Arabic Calligraphy in Designing Dynamic Brand Identities

Abstract

Arabic calligraphy can be located in its date on set of external references, starting from submission through religion trying to achieve aesthetic elements abstracted from the location itself. Therefore, the Arabic calligraphy had stated some artistic rules and regulations governing its direction. It remained as it is three centuries before and when the appearance of contemporary technologies and the exchange of artistic and social taste by the factors, which was influence by civilization. The calligraphy has taken new forms where assessors tried to adapt it aiming at achieving the new goals. Calligraphy have entered the work of prevalent logos as an effective element, trying for an attempt to achieve an identity in the logos taken from its Western centrality, and an attempt to invest the artistic power of calligraphy in designing dynamic identities.The aims of this research were formed to assess the use of aesthetic function of Arabic calligraphy in designing dynamic identities. However, now day’s dynamic identities are used in different types of new media platform, and by assessing these aesthetics, artists and designers has to be able to create a dynamic identity with a set of guidelines for the future reference.

Keywords: Arabic Calligraphy, Dynamic Identities, Cross- media.