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'el otta el ammya' aims to (re)define design by proposing objects inspired by idiosyncracies of the everyday; a ‘lateral’ approach to utility which blends pragmatism with jest as a means of raising awareness about the role of design in daily Egyptian life.
'othography' is an interpretation of the polyvalent digital 8 for arabic calligraphy. 'el otta el ammya' simplified this characteristically cursive alphabet to 3 letter bases; alif-zain, sin-quaf, kaf-yeh, which can be inked & printed to reproduce any letter. playfully combining ink-stamps with hammers accentuates the physicality of stamping, as well as transforming the officious use of stamps and disregarding existing norms of calligraphy. the result is a creative teaching tool for arabic letters in their various forms, encouraging craft and exploring freer graphic processes. ‘othography’ is a hybrid of tool and typography which poses questions about flexibility, digitalisation, identity, and play.
'el otta el ammya' will continue to tackle design preconceptions through other products in 2010.
'othography' is an interpretation of the polyvalent digital 8 for arabic calligraphy. 'el otta el ammya' simplified this characteristically cursive alphabet to 3 letter bases; alif-zain, sin-quaf, kaf-yeh, which can be inked & printed to reproduce any letter. playfully combining ink-stamps with hammers accentuates the physicality of stamping, as well as transforming the officious use of stamps and disregarding existing norms of calligraphy. the result is a creative teaching tool for arabic letters in their various forms, encouraging craft and exploring freer graphic processes. ‘othography’ is a hybrid of tool and typography which poses questions about flexibility, digitalisation, identity, and play.
'el otta el ammya' will continue to tackle design preconceptions through other products in 2010.