Always Arabic letters have wings

11. 03. 2007

Always, from Procter & Gamble, is one of the biggest sellers of hygiene pads in the world. AlMohtaraf was contacted to design the Arabic custom typeface to be used on al their ABL and BTL projects. One of the major challenges we faced in the design of this typeface was finding a good match for the fluid curviness of the Latin counterpart, Always Radio. As a result, to draw some of the letterforms and pinpoint the connecting strokes between each of them.

After numerous trials, experimentation and evaluations, we found a way to link the Arabic glyphs seamlessly together without compromising the fluidity of the connections. Another major decision we had to take is in the angle of the slant, which took an opposite direction to the Latin since Arabic by nature cannot be slanted to the right. The resulting font had a relatively high and variable tooth height, high, thick/thin stroke variation and fluidly pointed endings.

Message of the day

Kameel Hawa: Shape of the Word – Arabic Typographic Sculpture for Public Spaces  here.


Beirut sculpture takes center stage and opens the Beirut Art Week in front of Le Grey Hotel in the presence of the artist Kameel Hawa, the Lebanese minister of culture and the the director of the Beirut Art Fair Laure D'Hauteville among others.


On April 13, 2013, Al Mohtaraf Beirut studio will be hosting the launch of the book 'Arabic Type Design for Beginners' from the Khatt foundation. Book your copy:  

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Arabic Calligraphy in Modern art; a case by Kameel Hawa

Mohtaraf will be at the annual 56th Beirut Arab Book Fair with its newest book collection, Stand C28

ISTD awards AlMohtaraf two Certificates of Excellence for the design of the books: