For example, they check every piece of kerning and spacing by hand “rather than mathematical methods,” in order to “build an organic rhythm.”Īlong the same lines, PampaType “believes in the idea of diversity,” which involves more than their employees and clients, but also their typefaces. For this reason, PampaType does a few things differently. “What matters has to be said in sharp, beautiful letterforms, with a clear intention in mind,” writes Lo Celso. Having led the typographic charge in South America, Lo Celso and his team appreciate the role of type in culture. Designed by Leonardo Vázquez Conde and Artes de México. Lo Celso notes that as PampaType fonts have earned greater recognition, it was important for their team to “become more international and more experienced.” Published in 2007, a complete guidebook to tequila, featuring Rayuela. Since then, Lo Celso has taken his hand-crafted approach to type design and applied it to building a world-class team, hiring not only font developer Jorge Iván Moreno Majul and type designers Francisco Gálvez Pizarro, Francis Ramel, and Óscar Yáñez, but also community manager María Laura Olcina. Lo Celso’s follow-up typefaces, Quimera and Borges continued his recognition streak, with the former earning widespread use in South America and the later receiving the Judge’s award at the prestigious Morisawa Competition in 2002. In the year it was released, Rayuela won at the Bukva:raz type design competition at ATypI in Moscow, then its expansion won at TDC2 in 2006. His first typeface, Rayuela, served as the perfect global introduction to Lo Celso’s skills and the promise of PampaType. “The ANRT was a privileged place for me to work freely and independently on my project.” Photo: Leo Vázquez. Alejandro working on Rayuela (Hopscotch), the typeface he designed in Reading (United Kingdom) and which he continued to refine and expand at the ANRT in France. That same year, he released his first typeface and founded PampaType. One year later, Lo Celso obtained a post-diploma at the Atelier National de Recherche Typographique, Nancy.
In the late 90s, he took his talents across the pond to earn his MA in Typeface Design at University of Reading, graduating from the program in 2000. It was through this work that he became fascinated with type.
Over the next thirty years, he developed impressive graphic design and art direction skills, working at various media firms in Buenos Aires.
After two decades of leading the continent across both retail and custom type, PampaType has chosen to join dozens of other trend-setting foundries in Type Network.Īlejandro Lo Celso, the founder and creative director at PampaType, was born in Córdoba, Argentina in 1970. Launched by Alejandro Lo Celso in 2001, PampaType can boast about more than just its excellent and diverse library of type: it’s also the first South American type foundry.