On calligrams They are an artistic manifestation that links text and image in an intimate relationship that reinforces the meaning of the content of the poem or phrase. It is a form of visual poetry which stands out by combining the arrangement of words with a graphic design that illustrates or reinforces the content. This type of literary art is situated within the artistic avant-garde of the early twentieth century, although its origins date back to much earlier times, as we will see in this article. In addition to its application in poetry, the calligram has been adopted in areas such as advertising, offering a visual approach that captures the viewer's attention.
The historical origins of the calligram
Calligrams became popular in the 20th century as part of literary cubism and the artistic avant-garde, but Its oldest roots are found in classical antiquity., with examples from Hellenistic Greece. One of the earliest known examples of calligrams was the work of the Greek poet Simmias of Rhodes (ca. 300 BC), whose compositions “Ax","Egg"And"Alas"They already showed a visual form that complemented what was written.
In medieval Arabic culture, the poetic use of structured figures was also common, which spoke of a close connection between word and image. During the Greco-Roman period, other examples of visual poetry, such as the Carmina figurata, allowed the creation of poems that were integrated into ceremonial objects, offerings or artistic compositions.
In Europe, the Middle Ages also left numerous examples of visual poetry, with calligrams of religious structure. Throughout history, these visual poems have found their place to express both devotion and illustrated literature.
The rise of calligram in the 20th century
At the beginning of the 20th century, the calligram found its greatest splendor under the pen of authors such as Guillaume Apollinaire, who used it as a method to experiment with new forms of expression. Apollinaire was a key figure of literary cubism and, through his work Calligrammes: Poèmes de la paix et de la guerre (1913-1916), immortalized some of the most iconic examples of this style. His compositions are visually striking and manage to fuse graphic and poetic art in a single work, where each visual element has a direct relationship with the words displayed.
This avant-garde impulse was not limited to Europe. In Latin America, authors such as Vicente Huidobro in Chile, Juan José Tablada in Mexico and Jorge Eduardo Eielson in Peru also adopted the calligram as a method of breaking with traditional poetic forms. The Chilean poet Huidobro was one of the first to bring the calligram into the realm of creationism, arguing that the poet should create his own world rather than describe reality.
Main characteristics of a calligram
Unlike traditional poetry, where words are organized in a linear fashion, Calligrams break with this structure in favor of a graphic design that complements or reinforces the content of the poem. Here are some of the most important characteristics of a calligram:
- Close relationship between text and image: Words make up a meaningful visual design. For example, a poem about a flower might take the form of a plant.
- Aims to connect with the reader in an aesthetic way: Due to their pictorial nature, calligrams seek not only to express an idea through words, but also visually, playing with meaning.
- Experimental essence: Calligrams are mostly works of avant-garde movements, which means that they break with the traditional structure of poetry.
- Variety of themes: Although the most famous calligrams deal with themes such as nature, love, and philosophical questions, this format admits any theme that the author wants to explore.
How do you make a calligram?
Creating a calligram is not an easy task, as it requires thinking about the visual design as well as the poetic content. To make a calligram, you need to follow these steps:
- Think about the poem and the figure: The poem should have a direct or symbolic relationship to the figure you wish to create. For example, if you write about the moon, the arrangement of the words can recreate its shape.
- Make a preliminary sketch: A good start is to draw the shape before filling it with text. This will allow you to visualize how the words fit into the design.
- Choose the keywords: Sometimes using short words or phrases is more effective in creating the image.
- Try different font styles: In addition to using the arrangement of words to create the image, you can also play with the style, weight, and size of the font to add depth to the image.
Calligrams in advertising
The evolution of calligrams has not stopped with poetry. Its ability to merge image and text has made it a powerful tool in advertising. Modern advertising often uses calligrams to create visually striking ads that grab attention at first glance. By integrating the message into the form of a product or idea, the content is conveyed more dynamically and effectively.
Renowned companies such as Volkswagen, Nike and Coca Cola have used this technique in several of their advertising campaigns, demonstrating that the aesthetic principles of calligram transcend the limits of poetry and have a unique value in the world of marketing.
Influential authors in the creation of calligrams
In addition to Guillaume Apollinaire, many other authors have contributed to the history of calligrams. Here are some of the most important ones:
- Vicente Huidobro (Chile): This poet was one of the main exponents of creationism and created several calligrams with philosophical and abstract themes.
- Juan Jose Tablada (Mexico): Tablada was one of the introducers of haiku in Latin America, and his calligrams show a wide variety of artistic and cultural influences.
- Gerardo diego (Spain): One of the writers linked to the Spanish movement of the Generation of '27, Diego created several calligrams throughout his career.
The importance of calligrams in poetry and culture
Calligrams have left an indelible mark on the history of poetry and visual culture. By uniquely fusing the literary and the graphic, this form of expression has proven to be a creative resource that continues to inspire artists and writers. In addition to their artistic value, calligrams have great cultural relevance, as they represent a way of breaking away from traditional conventions of poetry, while also inviting reflection on how content and form are intertwined in visual communication.
Because of their ability to appeal to both young and old, and to make poetry more visually accessible, calligrams can be an excellent gateway for those who wish to explore poetry in an unconventional way, fueling the imagination through images and words.