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July 22, 2012
EXPLORING THE ELEMENTS

EXPLORING THE ELEMENTS OF TYPOGRAPHY

By Maryam Ahmed, Intern @ Zaman

Using many elements put together to form a whole aesthetic composition produces design. Those elements are represented by many mediums such as photography, illustration, shapes and colours as well as typography. Many of us take type for granted. We see type everywhere ranging from books to billboards and signs on the roads. Every day we are bombarded by huge amounts of products that use type. So what is type? Is it just a bunch of letters thrown together for us to read?

Interestingly, there is a whole science that studies type called Typography. Typography is a study of type arrangement by using various typefaces, font size and spacing to make reading clearer and more interesting. It is also a form of art where type is used to created aesthetical qualities in a piece.

When we think about type, we just imagine the old boring letters put together for reading. However, typography can have many lively characteristics and can represent many personalities. Also, some typefaces clash with each other, some look aesthetically appealing with each other; and some work better than others in terms of form and clarity. It is a whole field that one can explore. But who would actually think that you could actually play “dating” games using typography? Apparently, it exists.

Typography has been an important element in many posters for about one-hundred years now. It is apparent in many historical posters. In the history of typography many methods were explored in terms of using imagery with typography, and using typography as the only visual element in posters. Typography was also pushed to create illustrations out of type, which I find very appealing.

In general, typography has gone into many different directions and has been pushed beyond its normal boundaries in the creative world.

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May 23, 2011
FAPCO

FAPCO – Powerful Event for a Powerful Plant

How does one of the largest desalination power plant in the World celebrate its inauguration? With a Royal event.  FAPCO Fujairah 2 met all the environmental and construction challenges and was built right on schedule. So the directors wanted to share their success with the owners, partners, and general public, a Royal event was the best way to celebrate its inauguration.

To view our full gallery of images for this event click here

Zaman teamed up with FAPCO to create a historic event at the site. The event astonished the Royal guests and dignitaries. Set in a unique tent that was placed on the plant premises, the event was staged to take the audience through a crescendo of stimulations that culminated in a grand opening.

The invitations were created at two levels. Royal and VIP. Both reflected the sophistication of the event by using handmade silk paper, calligraphy, and gold foiling. There were different celebrations, so we created a clever mechanism for layering various messages.

The reception space was created like an art gallery. We wanted to exhibit the  achievements of FAPCO and by the same token celebrate the partners. Architecture Graphics showed the positioning of Fujairah F2 on the National Grid. The timeline of building the plant was demonstrated in a huge panel where more than 200 images were juxtaposed with important milestones.

To view our full gallery of images for this event click here

The show was attended by the Supreme Council Menber and Ruler of Fujairah Sheikh Hamad Bin Mohammed Al Sharqui,  HH. Sheikh Mansour Bin Zayed Al Nahyan Deputy Prime Minister and Minister of Presidential Affairs and  various ambassadors . So we liaised with Protocol to enhance their experience by creating a dramatic exit and a ribbon cutting finale that astonished the audience and media. The stage opened to the reveal the plant in all its glory.

The imagery was stylized to create a sophisticated backdrop on the stage and around both rooms.  We wanted the plant to look like a piece of art. And one of the gifts was a limited edition fine art print of the stacks.

Every detail in the event exudes sophistication, innovation, and minimalism.

To view our full gallery of images for this event click here

 

March 23, 2011
The Emergence of an Art Brand

The Emergence of an Art Brand. Zaman develops Sikka for Dubai Culture’s new Art Fair

In March Dubai Art & Culture Authority launched ‘SIKKA’ as a fringe art fair to coincide with the ever successful Dubai Art Fair. Housed in the evocative Al Bastakiya area of Bur Dubai, the fair was intended to expose emerging Emirati and other locally based artists as well as support the artistic community at large.

Zaman was commissioned to create an identity that differentiated this fair from all actions around Dubai Art Fair, and the result is as vibrant as the art it represents. We based the identity on a fluorescent color palette and the English and Arabic fonts were stenciled with a raw, artisanal style. This ensured high and immediate visibility and its contrast with the historic environs recognized the artists achievement in creating bold and breakthrough compositions.

As well as a memorable visual experience, SIKKA intended to create an interactive relationship between the artists and audiences so Zaman created maps and way-finding signs that ensured visitors enjoyed the ‘gate to gate’ event program. This was supported by a matrix of branded information stands, merchandising and a web site that will continue to be a point of reference as the 2012 SIKKA Art Fair is developed.

We adapted our graphic design to create a geographical map of Al Bastkaiya and an information booth that allows visitors to visually experience SIKKA before they get there.

An array of colorful flags surrounded Al Bastakiya adding life to the venue.

The fluorescent pink logo was seen all around the ‘Sikka’s’ on many people’s shoulders, bringing life and color to the Fair.

We developed a micro website with a tight deadline of one week both in Arabic and English. The web design was done in  such a way to create an instant impact with strong images taking much of the space and the practicality and functionality of the website itself giving the ability for users to download the program for the fair. Social Media feeds were introduced to establish a close connections to Art lovers and followers to receive to up to the minute information on talks, workshops and exhibitions.

 

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