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.
(from Wikipedia)

Apollinaire once said to his friend Picasso, «Anch'io son' pittore - Me also I am a painter!»


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