A calligram is...
... a poem (though can also be a phrase or single word) in which the typeface or handwriting forms are an important part of the focus. Indeed, it is a visual manifestation of themes presented aurally and textually. Guillaume Apollinaire is a famous calligram writer.
Apollinaire once said to his friend Picasso, «Anch'io son' pittore - Me also I am a painter!»