In 1964, Lubalin formed his own design consultation firm named Herb Lubalin, Inc and during this time collaborated with Ginzburg on several 2magazines; Eros, Fact and Avant Garde (Avant Garde being their second) as creative director and designer.
The creation of the Avant Garde magazine logo was proving difficult, due to the letter form in the title. Therefore Lubalin specifically designed a tight-fitting letter form, with a futuristic appearance and instant recognizable identity. Which eventually became a momentous design of the 1960’s and one of the most original, iconic typefaces of the twentieth century.
Due to the popular demand of a complete typeface, Lubalin along with Tom Carnase hand drew all twenty six uppercase characters using a compass and t-square and in 1970 released the first full ITC Avant Garde font from his International Typeface Corporation. However the unfortunate misuse of the typeface by inexperienced designers and its overuse, branded it a stereotypical 1970s font.
3The strength of the Avant Garde typeface is undoubtedly in its all-cap ligatures and it is frequently stated that it should only be used as Lubalin originally intended – as a display font.
With the introduction of Open Type technology ITC has been able to release a complete version of Avant Garde Gothic, which offers the full breadth of Lubalin and Carnase’s design. Avant Garde Gothic was released in 2005 and includes additional cap and lowercase alternates, new ligatures that were drawn just for this release and a collection of biform characters (lowercase letters with cap proportions).
References
1. Avant Garde (magazine),
http://en.wikipedia.org/wiki/Avant_Garde_(magazine)
2. Herb Lubalin,
http://en.wikipedia.org/wiki/ITC_Avant_Garde#Avant_Garde
3. dot-font: Avant Garde, Then and Now,
http://www.creativepro.com/article/dot-font-avant-garde-then-and-now
10 comments:
Alright Brad? Thought you weren't going to make it.
Good description of the font's history but a picture or link showing its use today would have been beneficial. Must be my age but I find grey text on a white background - whilst artistic - a little hard to read.
Alright Brad.
I agree with Martyn, well researched piece I think. Informative and interesting to read.
Good 'chunking' of paragraphs and visually pleasing.
Now for the bad.
I've notice an error, well I think it is one. And a small one at that: t-square. Should the 't' not be upper case?
'References' has a ; at the end.
One other thing, but I think it's more user preference than anything; trying to get the one words from the end of the paragraphs. I don't think that's possible in HTML. I maybe wrong though.
Hope this is some use to you fella.
Regards,
Sam
Hey brad. Good use on hyperlings and referneces.I just picked this out of the first paragraph' Created by the American graphic designer and New York City,' it didnt make sence. I would proof read before sumbitting.
Regards
Dave
Hi Brad, Easy Read and very neat. There seems to be a gap in the lines on the second paragraph. I don't know if you have done this purposely or not.
Hi Brad,
I agree this is a very well chunked entry. Just a few things that for me would make it "pop".
To me the picture and title provide the same thing, do you think that moving the picture to after the 3rd paragraph would build up the explanation and then provide the picture illustrate your content.
In the 4th paragraph you have used ICT instead of ITC and have used it before the long explanaiton of what it means.
Finally in the 5th paragraph the section "ligatures and is" should read "ligatures and it is".
Other than those, I cannot find any other quibbles.
Hi Brad,
A well researched and informative piece. Can't see anything that needs doing.
Regards, Nick
Hi Brad,
Really enjoyed reading your entry. As per previous comments, you've obivously put a lot of effort into the research side of the task.
Layout wise as mentioned before, excellent "chunking" and good use of hyperlinks too. I do feel though that your entry would benefit with some more images to break up the text.
All the best,
Ian
ps Just noticed you need a space between your superscript "2" and th word "magazine" in the second paragraph.
Hi Brad,
Overall a good read, well done.
My only comment would be the same as Ian's about the reference in the second paragraph. Likewise, there is a semi-colon misuse, again in the second paragraph (should be a colon). Other than that, it looks fine.
Good work.
I agree with Martyn alittle hard to read with the grey text. I feel more images would have made it more aesthetically pleasing. Overall a good description though, clearly well researched. Well done mate.
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