Arabic type is bound. It neither underwent any development or adjustment in the creation of printing in the 15th century with Guntenburg nor by the invention of the digital type on the computer. Arabic type is purely calligraphic in form. It contains different shapes of the same letter according to its position in the word, accents and diacritic dots which make it very complicated and hard to comprehend and write. In addition to that, it does not have any x-height or a clear baseline, and many more.
The masthead of the magazine is ‘coma’ and the ‘o’ is replaced by an arabic comma to state that the Arabic typography is in a coma. It is struggling for life. It’s dying if we, the arab typographers and politicians, don’t let it progress and develop. A ‘serum’ is placed on the cover of the magazine to clarify the message and acts as a promotional item for the magazine.
The visuals used in the journal are all based on visual rhetoric. Metaphor, simile, puns, etc were used to convey the message. The letter ‘Aleph’ is treated in different manners in each visual since the Aleph represents the proportions of the Arabic type.