Panos Vassiliou

The Type that makes the Brand


"Successful brands build emotional links with their audience. Yet, when typefaces become part of the brand’s identity and design space, not only do they have a strong impact on how a brand is perceived, but they also trigger lasting associations and make it speak with a consistent, confident voice. Apart from being functional, type may be designed to portray an exciting visual language that signals a fresh start for an existing brand or for that matter a promising career for a new brand. The design of typefaces is a whole new science which involves research, marketing as well as psychology. In this presentation, three different case studies will be utilized to illustrate how bespoke type can be manipulated to carry enough character in order to express the brand’s personality and solidify its message.”


Panos Vassiliou is a graduate of the University of Toronto with a major in Applied Science and Engineering. In his transition years from engineering to typography, he got involved with a theatre company, founded a design studio, a publishing house and pursued an academic career. In 2001 he founded Parachute®, a professional type foundry which specialises in type design, lettering and branding. Panos has designed several award-winning typefaces, which includes bespoke fonts for international companies and organisations such as Bank of America, European Commission, UEFA, Samsung, Ikea, Financial Times, National Geographic. He has received numerous international awards and distinctions for his typeface designs including a Red Dot Grand Prix.

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