Fonts are often a tribute in spirit – perhaps the most expressive way to capture the character of something iconic. Dubai has a font created after its enterprising nature; Berlin has one in its name, many longstanding automotive brands have their identity showcased in the way their names are written – and in some cases, the way every word of their brand communication is written. From Cadillac’s cursive writing to Audi’s signature of minimalism, the fonts speak the language of brands. Now, the Golf GTI gets to showcase its legendary character in an Arabic font, tying it further to the region’s love for the hot hatch.
At this year’s media Suhoor gathering, Volkswagen ME showcased its new Arabic Art Project in a film, in the presence of the font designer, Wael Morcos, who flew in from Spain for the event. The project showcases a spectacular blend of automotive precision and Arabic typography. The project is remarkable as a first-of-its-kind attempt of an automotive brand to connect to its Arabic-speaking audience.
By celebrating the beauty and heritage of the Arabic language through a breathtaking stunt, Volkswagen solidifies its commitment to cultural diversity and excellence. Wael Morcos is touted as a visionary in the field of typography, and with this partnership, Volkswagen aims to create a memorable and impactful project that resonates with the cultural and aesthetic values of the Arabic-speaking world. As seen in the film, a Golf GTI writes in Arabic, showcasing the fusion of automotive precision and typographic artistry. Morcos selected a font that captures both the heritage and modernity of the Arabic language, while being inspired by the iconic Golf GTI. The font defines a course that runs a doubletrack as the tyres would and follows similar shifts and curves. Of course, the exercise is an act of creativity and calls for a participation of the viewer’s imagination as well.
“Designing the font was an exciting journey,” said Wael Morcos, Font Designer. “Considering the complexity of writing in Arabic, it was even more challenging using a car. The intricate details of the Golf GTI inspired me to merge the beauty of Arabic typography with the dynamic essence of the vehicle.” Skilled precision driver Ben Menzies is seen in the film as bringing the font to life, recreating Arabic characters of Volkswagen with a Golf GTI. He comments on pushing the boundaries of creativity and driving excellence: “Bringing the text design to life with car tracks required precision driving and a deep understanding of both the font and the vehicle’s capabilities.”
Volkswagen Club member Abdullah Bakr highlights the initiative’s cultural significance: “Arabic culture is deeply woven into our region… This initiative honors our cultural roots and showcases how the beauty of the Arabic language and the dynamic essence of the Golf GTI create something truly remarkable.” Madlen Gruschka, Marketing Manager at Volkswagen Middle East, explained the vision behind this initiative: “The idea of combining the artistry of Arabic typography with the dynamic performance of the GTI emerged from our desire to create something that celebrates our brand’s history and resonates deeply with our audience in the region.”
The new Golf GTI is now available the Middle East, with a few significant changes in design and cabin technology. It features an enhanced 2.0-liter TSI engine delivering 265 HP, sharper styling with updated LED headlights, and an advanced digital cockpit for an elevated driving experience. A welcome change is the return of reassuringly haptic buttons on the steering wheel after a brief digital interlude in the new generation.
Watch the video of GTI performing the precision manoeuvres to write on sand.
