Understand Your Buyer > Wordplay > Calligram
What is it?
A Calligram is where the words are shaped like the thing they represent.
Why does it work?
It works because it catches the eye – especially if the Calligram is easily identifiable as the word and the “thing”.
How can you use it?
Creating a Calligram is quite difficult – you will need to employ the services of a creative designer to find the right word/font to create the effect.
Hypothetical Example:
A coffee shop uses the word “COFFEE” arranged and shaped to look like a steaming coffee cup for its logo. The design is simple but immediately recognisable, combining both the word and the visual meaning in a single graphic.
This unique design grabs attention on signage, menus, and packaging, making the brand feel both creative and memorable.
See also
