Avant garde brochure

Page 1

A Typeface by Herb Lubalin

Avant Garde is a geometric sans serif typeface; characterized by perfectly round strokes and straight lines, it is able to be created solely with a t‑square and compass. Its structure is influenced by the basic, pure aesthetic of the Bauhaus movement. Avant Garde is distinct for the large x-height of its lowercase letters and a great deal of negative kerning. The typeface also includes an extensive collection of uppercase ligatures and several alternate letterforms, to be used for display purposes.

Extra Light A B C D EF G H I J K L M N O P Q R ST U V W X Y Z a b c d e fg h ijk l m n o p q r s t u v w x y z 123 4 5 6789 0 !@ #$%^&*( ){}=/?,;.: Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d efg h i j k l m n o p q r s t u v w x y z 123 4 5 678 9 0 !@#$ %^&*( ){ } =/?,;.: Book A B C D EF G H I J K L M N O P Q R S T U V W X Y Z Oblique a b c d e fg h i j k l m n o p q r s t u v w x y z 12 3 4 5 678 9 0 !@#$%^&*( ){ } =/?,;.: Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxy z 12 3 4 5 678 9 0 ! @ #$%^&*( ){}=/?, ; . : Ligatures & CA CO CO DE DIEAFAFRGAGO HTIC KALA LL NTOCPP Alternates PR RA SS STST THTT TU UT ctft fftff fi fl ffifflooss ststtttt AAK MMV VW Wecf fkv vw wy

Herb Lubalin first created Avant Garde as the typographic logo for the counter-culture magazine Avant Garde. Lubalin was renowned for packing type into his designs and pushing the boundaries of legibility, which evidence themselves in his design of Avant Garde. After years of requests to make a typeface from the logo, Lubalin and Tom Carnase fleshed out Avant Garde into a full set of characters. Avant Garde was originally offered only in Roman type at five different weights for text and display use.


1967 Avant Garde logotype created. 1970 Full typeface developed for ITC. 1974 Condensed versions developed. 1976 Oblique counterparts introduced.

Interesting Facts

Used as framework to create slab serif typeface ITC Lubalin Graph Main typeface for Adidas sportswear In-game typography for Rock Band video game series

References Heller, Steven "Herb Lubalin: Type Basher" U&LC v.25 1998: 8-11 http://www.itcfonts.com/Fonts/Classics/AvantGardeGothicPro.htm http://www.linotype.com/563/itcavantgardegothic-family.html# "Pioneers: Herb Lubalin" Communication Arts Magazine v.41 1999: 158-9 "Typeface with the Spark: Avant Garde Gothic" Graphis v.26 1971: 570-3