Rosemary Zeynoun Have you ever wondered why a typeface can evoke a certain cultural identity, even when it is not written in the native script it references? In Latin and Arabic type and lettering, this effect is particularly noticeable. Both scripts are built on contrasting principles, such as writing direction, vertical versus horizontal contrast, stroke modulation, and other subtle features that signal cultural context. How do these elements work together to communicate heritage, style, or identity?
Translating a well-known logo or typographic treatment from one culture to another can be challenging when the scripts differ significantly. Adapting a design from Latin to Arabic, or vice versa, requires careful consideration of each script’s history, values, and visual grammar. The task becomes particularly intricate when scripts operate in opposite directions, and when small adjustments in spacing, letterform weight, or curvature can drastically affect perception and cultural identity.When does adapting typography become a respectful homage, and when does it risk turning into a superficial trend that undermines the culture it represents? Designers must weigh every detail, including counters, terminals, ligatures, proportions, and letter connections, to ensure a design resonates authentically across both Latin and Arabic contexts.
This talk will explore how cultural identity is embedded in the anatomy of individual glyphs and in the overall rhythm of a typeface. Focusing on Latin and Arabic type and lettering, we will examine strategies for approaching cross-cultural projects thoughtfully. Attendees will gain insight into balancing respect for heritage with functional and aesthetic fidelity, and learn how to make informed decisions when adapting type and lettering across languages, cultures, and contexts.