From Roads to Runways: The Semiotics of Pakistani Truck Art in Airline Identity
Zarah Asghar
Van Schoonbekestraat 186, 2018, Antwerpen
About
Zarah Asghar is a graphic designer and Master’s student in Visual Arts at Sint Lucas Antwerpen / KdG. Her practice focuses on visual identity, print design, and cultural storytelling. She is currently exploring how Pakistani truck art can be reinterpreted in contemporary design while preserving its symbolic and cultural value.
Project
This project explores the semiotics of Pakistani truck art through the redesign of a PIA aircraft. It investigates truck art as a visual language made of colour, poetry, motifs, and symbols, and reimagines it within a contemporary airline identity. By moving truck art from roads to runways, the project reflects on cultural identity, storytelling, and representation in motion.
