The Abstract Character of Typography Art

Typography Art has investigated our use of written symbols for 100+ years. It has expanded the boundaries and possibilities of what we perceive language to be and what we believe it can achieve. The research presents a new vision for employing the art of abstract typography and stripping typography of its basic function, which is conveying direct and explicit messages, and dealing with it as an original element of the design to present an idea or communicate an implicit and not an explicit message and present it in a way that keeps pace with the successive cultural and societal changes of the recipient of the modern era. This is done by stripping typography of its literary meaning and employing it in unique artistic paintings. The study follows the descriptive approach to present and analyze some models related to the use of typography in advertising in its various forms. The study aims to shed light on the art of abstract typography and how the designer can draw inspiration from it, new visions and ideas that can be employed in various fields of advertising.