1 Comment on “Avant Garde magazine #13”
ITC Avant Garde Gothic is a font family based on the logo font used in the Avant Garde magazine. Herb Lubalin devised the logo concept and its companion headline typeface, then he and Tom Carnase, a partner in Lubalin’s design firm, worked together to transform the idea into a full-fledged typeface.
Thank you, Jan!
For the intensely curious, see Lubalin100’s story about the Avant Garde logo, including some “never-before-seen intermediate logo proposals, set in Hairline Gothic, an early Lubalin and Carnase collaboration”, and Steve Heller’s article “Crimes Against Typography”. Lubalin’s own account, “Is Avant Garde avant garde?”, can be found in the very first issue of U&lc.
More ITC Avant Garde Gothic in use
Bradley GT ads (1972–74)c. 1973
- unknown
- Herb Lubalin, Tom Carnase ITC Avant Garde Gothic W03BkCn This font software is the property of Monotype Imaging Inc., or one of its affiliated entities (collectively, Monotype) and its use by you is covered under the terms of a license agreement.
- Sex, prison and lost ligatures: The story of Avant Garde. Demand from the design community for an Avant Garde typeface became such that Lubalin employed the help of his partner Tom Carnase and together they transformed the Avant Garde lettering into a full-fledged typeface. ITC Avant Garde was first released in 1970 by the International Typeface Corporation, a company formed by Lubalin that same year.
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