Typ09 Mexico City

Speaker details

Alejandro J Paul

Type designer Sudtipos | Argentina

Alejandro Paul is one of the founders of the Sudtipos project, the first Argentinean type foundry collective. He taught graphic design and typography at the Universidad de Buenos Aires from 1996 until 2004 and has worked as an art director in prestigious Argentina-based studios, handling high-profile corporate brands such as Arcor, Procter & Gamble, SC Johnson, Danone and others. He has walked away with awards from several design competitions. Since 2003 he began working designing fonts and lettering for several top packaging agencies. In 2006 he was a speaker at TMDG06, the largest Latin American graphic design event - more than 4,000 designers were in attendance. He also taught and spoke in conferences at Chile, Brazil, Ecuador, Uruguay, México, Canada and United States. His work has been featured in publications around the globe, including Step, Creative Review, Visual, Creative Arts, Novum among others publications. In 2009 he  received a Type Directors Club for the second time, this year with his typeface Adios Script.

Presentation details

The Space Between Brand and Consumer

Session 12 | Room MIDE
Wednesday 28 October | 15:00 – 15:20

Duration: 20 minutes

Since the beginning of new millennium, interest in typography has seen constant growth in Latin America. Different design fields have benefited from this interest. Most notably, supermarket labels underwent interesting facelifts, and the brand packaging designer's need for updated and newer options is now widely acknowledged. Alejandro Paul will speak about how those changes came about, the aesthetics of typefaces used for packaging, and the role of the graphic designer as a visual interpreter between brand and consumer.

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