It's about industrial design, and the creativity at work behind everything from toothbrushes to tech gadgets.
It's about the people who re-examine, re-evaluate and re-invent our manufactured environment on a daily basis.
It's about our relationship to mass-produced objects and, by extension, the people who design them." (from HelveticaFilm.com website)
... and the calligram logo speaks clearly what the documentary film is about.
In this case the concept of the calligram is reversed: it's not the image made by words, but the word made by images... well, objects. So, how can we call it? perhaps "objectified" word.
Calligram design by Michael C. Place.