Volkswagen Middle East undertook a unique project with the Golf GTI that involved designing an Arabic font to celebrate the car’s heritage and connect it to the Arabic language and culture. This initiative emerged from a collaboration between Volkswagen Middle East and local artist & font designer, Wael Morcos. It’s
aim is to blend the artistry of Arabic typography with the dynamic identity of the Golf GTI, a model renowned for its performance and iconic status.
“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.”
The team at Volkswagen Middle East were thankful for Wael and his team members Khajag Apelian and Lana Soufeh for their contributions to the development and execution of the project.
According to Madlen Gruschka, Marketing Manager at Volkswagen Middle East, the concept stemmed from combining Arabic calligraphy’s aesthetic with the Golf GTI’s spirited character.
The resulting font reflects elements inspired by the car’s design, its sleek lines, bold stance, and engineering precision—translated into typographic form.
The project underscores Volkswagen’s approach to tailoring its brand experience to local markets, much like its broader typeface innovations (e.g., the VW Head font developed with HvD Fonts for global use).
For more information and to watch the video, please click here.
“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.”
The team at Volkswagen Middle East were thankful for Wael and his team members Khajag Apelian and Lana Soufeh for their contributions to the development and execution of the project.
Golf GTI Arabic Font
Volkswagen’s new Arabic font initiative stands out as a fusion of automotive passion and regional artistic expression. The project was driven by a desire to honor the brand’s history while resonating with the Middle Eastern audience.According to Madlen Gruschka, Marketing Manager at Volkswagen Middle East, the concept stemmed from combining Arabic calligraphy’s aesthetic with the Golf GTI’s spirited character.
The resulting font reflects elements inspired by the car’s design, its sleek lines, bold stance, and engineering precision—translated into typographic form.
The project underscores Volkswagen’s approach to tailoring its brand experience to local markets, much like its broader typeface innovations (e.g., the VW Head font developed with HvD Fonts for global use).
For more information and to watch the video, please click here.
