Panel: This typeface is mine!
CHOBANI, IBM, SEPHORA have all one thing in common: a newly installed creative leadership commissioned a custom typeface to support their new brand identity redesign. Mike Abbink (Executive Creative Director at IBM), Tyler Smart (Senior Creative Director at SEPHORA, LVMH) and Leland Maschmeyer (Chief Creative Officer at Chobani), will present the fonts in action and then will be joined by the type designers Christian Schwartz (Commercial Type) and Matteo Bologna (Mucca Design) for a panel discussion about the importance of custom typography in branding.
Leland Maschmeyer is the Chief Creative Officer of Chobani. Previously, he co-founded and led Collins where he lead designs of Spotify, Instagram, Target, Coca-Cola, Vitaminwater, the TDC’s Typography 35 annual. Adweek recognized Leland as a ‘Young Influential’, Campaign honored him as a ‘Global 30 Under 30,’ and Graphic Design USA selected him as a ‘Designer to Watch.’ He has also served on the AIGA/NY Board of Directors and taught in The School of Visual Arts MFA Program since 2009.