Its already proven that people don’t read words letter by letter, we memorise the words then work them out from the first few letters we see. This is a same with design. We don’t need to read the name when we see the Nike tick or Adidas’s three stripes; the logo is good enough to replace the word.

In this book I use type (words) and treat them as images. So if you’re a fan of typography, never seen Arabic design with a split personality before or just looking for inspiration. This book could be for you.