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83591

Integrated Conceptual Framework for Brand Interpretations

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Last updated: 04 Jan 2025

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Abstract

The process of constructing the Calligraphy Compositions assumes to be the rules are pre-set and are a basic stage And move to the optimal recruitment of a group of elements working together in an integrative that achieves a trilogy (beauty - function - expression) through systems that ensure the formation of a formality that has applications ranging from stereotypes and tradition, the shape penetration is one of the outermost manipulations whereby a cohesive structure can be achieved at the level of form, or acting as a semantic booster that amplifies the expressive dimension of the content of the text, In this or that alternative, the shape penetration is in the act with other characteristics. The problem of research is summarized in the question (What represent the formative penetration in the Compositions of calligraphy?),  Significance: The shape penetration is a characteristic used by the calligrapher to achieve the trilogy (beauty, function, expression) in its Calligraphy Compositions, while working with other characteristics and methods of a holistic nature of the consolidation and enhances the overall output. Objective: to uncover (the representations of the shape penetration in the Calligraphy Compositions). The theoretical framework  dealt with the concept of shape penetration, and also the foundations of Calligraphy Compositions including the text and type of calligraphy and system and letter characteristics and the general shape and design treatments, The methodology  was based on the analytical descriptive approach. The research community included calligraphies of (Altholuth, jle Diwani and the Kufi) in Iraq, Syria, Egypt and Turkey. The research community reached (79). (12) Sample was selected. The results: The shape penetration is a variety of methods in terms of quantity, quality and in order to achieve aesthetic goals, functional and expressive by activating the characteristics of the letters by horizontal and vertical ALmad and back and italics by increasing measurement, Or through the intersection and overlap between words to create a descriptive appearance, and change the directional structure and formality of the letters. Also shape penetration expressive representations that support the effectiveness of Calligraphy Compositions as an optical discourse with communicative aims, which includes text with meanings and connotations that reinforce the artistic structure of Calligraphy Compositions from showing it as a metaphorical metaphor interpreted by a figurative cognitive character

DOI

10.21608/idj.2019.83591

Keywords

Brand, Brand Interpretations, Brand building

Authors

First Name

Ahmed

Last Name

El Sharkawy

MiddleName

Zakaria Mohamed

Affiliation

Faculty of Applied Arts, Helwan University

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Orcid

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First Name

Ihab

Last Name

El Agamawy

MiddleName

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Affiliation

Prof. of graphics Design, Open University, Jordon

Email

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Orcid

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First Name

Maysoon

Last Name

Kotb

MiddleName

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Affiliation

Prof. of Advertising Design, Dean of Faculty of Applied Arts, Helwan University

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Volume

9

Article Issue

1

Related Issue

12194

Issue Date

2019-01-01

Receive Date

2019-10-18

Publish Date

2019-01-01

Page Start

31

Page End

41

Print ISSN

2090-9632

Online ISSN

2090-9640

Link

https://idj.journals.ekb.eg/article_83591.html

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https://idj.journals.ekb.eg/service?article_code=83591

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2

Type

Original Article

Type Code

1,217

Publication Type

Journal

Publication Title

International Design Journal

Publication Link

https://idj.journals.ekb.eg/

MainTitle

Integrated Conceptual Framework for Brand Interpretations

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Type

Article

Created At

22 Jan 2023