Type Specimen Book Designed & Edited by Natalie Chung DGRD 1020 Typography 9/11pt Credits: “Elements designed by Freepik.com” “Elements designed by Vecteezy” “The Anatomy of Type” by Stephen Coles “ITC Avant Garde Gothic” by Linotype “Herb Lubalin” by MyFonts “Herb Lubalin” by Design Is History “Avant Garde” by 100besttypefaces 9/13pt
2| Avant Garde
Table of Contents
36pt
4 History & Designer 6 Anatomy & Classification 8 Design Specimen 10 Type Texture 12 Type Scale 14 Function & Usage 12/24pt
Avant Garde |3
History & Designer
In the mid 1960’s Ralph Ginzburg and Herb Lubalin decided to publish a magazine, ‘Avant Garde’. It was really difficult to create the logo. Lubalin’s first logo was in Hebrew, then in CocaCola script and many more. Ginzburg and his wife, Shoshana, paid him a visit in his studio one day, explaining to him the concept of the logo.
“I asked him to picture a modern European airport”, Shoshana Ginzburg recalls. “‘Imagine a jet taking off the runway into the future.’ I used my hand to describe the plane flying skyward as an upward diagonal. He had me repeat that a couple of times. I explained that the logos he had offered us so far would suit all kinds of magazines, but that Avant Garde needed something nobody had ever seen before: something singular and entirely new.” 10/15pt
4| Avant Garde
Remembering her hand movements, Lubalin decided to create the two ‘A’s and the ‘V’ at an angle so they could fit together. He halved the ‘T’ and joined it together with the ‘N’. The other ‘A’ had a stem in the ‘G’. Lastly, the ‘R’, ‘D’ and ‘E’ touched each other so that it fit like a frame. Designed by Lubalin and lettered with the help of Tom Carnase, ‘Avant Garde’ was first released in 1970. The original designs included one for the headlines and another for text, however, only the text version was chosen. The family consists of 5 weights and 4 for condensed. The condensed version were drawn by Ed Benguiant in 1974 and the obliques by André Gürtler, Erich Gschwind and Christian Mengelt in 1977. When ITC released the OpenType version, it included the original 33 ligatures and alternate characters. Today, Adobe sells the family with the 5 weights and 2 complimentary obliques, but the extra ligatures are not included.9/13pt
History & Designer
Herb Lubalin 26pt
“The advanced, the innovative, the creative” 14/22pt
Lubalin was an American type designer, located in New York. He was the Dean of American Art Directors since WWII, a type designer since the 1970s and one of the founders of ITC. Upon releasing a new magazine, Lubalin wanted a logo that was futuristic and easily identifiable anywhere. He created the tight fitting typeface ‘Avant Garde’. Though at the time, it was not a typeface, just a logo. After a high demand from the design community, he decided to typeset the logo with the help of Tom Carnase. Shortly after, Lubalin noticed that the typeface, especially the ligatures, were being misused, thus becoming a stereotypical font. Constantly searching for something new and having a passion for inventiveness made him one of the most successful art directors of the 20th
century. He partnered with many talented individuals over the years including Aaron Burns, Tom Carnase, Ernie Smith and Ralph Ginzburg. Constantly working and achieving much success throughout his career, at the age of 59 he proclaimed “I have just completed my internship.” 9/13pt
Avant Garde |5
Anatomy
Perfect Square
Wide Body
Perfect Circle
Horizontal Terminals
Square Dot
cHiNeSe gArDen R LantERn BaMboo Big Counter
Narrow; made up of half circles
Small Aperture
Large x-height
Meets Baseline 14/17pt
6| Avant Garde
Small Eye
Open Bowl; closed in heavier weights Vertical Axis
No Stroke Contrast
Classification Geometric Sans - Serif 16pt Geometric Sans - Serif typefaces are based off geometric shapes, that make them almost perfect circles and squares. They often have a modern feel to them. Ideal for headings, not for lengthy text as they are hard to read. These typefaces are made up of straight lines, squares and circles. These fonts also have little to no contrast at all with the weight strokes.10/15pt
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 $§¥£%&#©‡ 30pt
Avant Garde |7
, T H TIG OT N T BU HING C U TO 8| Avant Garde
Avant Garde |9
Type Texture Book
Extra Light 12/13pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 9/11pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together.
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/12pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/14pt
9/12pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 9/14pt
10| Avant Garde
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/15pt
Type Texture Medium
Bold
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together.
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/14pt
11/14pt
Chinese gardens are constructed to
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 11/16pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths.
recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/16pt
Chinese gardens are constructed to recreate and miniaturize larger natural landscapes. Traditionally, Chinese gardens blend unique, ornate buildings with natural elements. Most Chinese gardens are enclosed by a wall and some have winding paths. Chinese gardens aren’t just thrown together. 10/18pt
Chinese gardens aren’t just thrown together. 11/18pt
Avant Garde |11
Type Scale
Extra Light
The quick brown fox jumps over the lazy dog. 8pt
The quick brown fox jumps over the lazy dog. 10pt The quick brown fox jumps over the lazy dog.12pt
The quick brown fox jumps over the lazy dog. 16pt
The quick brown fox jumps over the lazy dog. 18pt The quick brown fox jumps over the lazy dog.
Book
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. Medium
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
Bold
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
12| Avant Garde
Type Scale
Medium Condensed
Book Condensed
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
Bold Condensed
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
Book Oblique
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
The quick brown fox jumps over the lazy dog.
Avant Garde |13
Function & Usage
Function of Avant Garde
12pt
‘Avant Garde’ is a display font which means it will be best used in headlines and short texts. It is also classified as a geometric sanserif, so it will be harder to read in lengthy text. The ligatures are to be used sparingly, as many of them will overwhelm the reader. ‘Avant Garde’ is best used if you want the text to stand out from the rest, as it will be recognizable. 10/15pt
14| Avant Garde
Function & Usage
Uses of Avant Garde Today Avant Garde has been used for many logos and headliners. As seen in the ‘PUBLIC BROADCASTING SERVICE’ of PBS, in the logo ‘adidas’, ‘GROUPON’ and the Philippines’ largest distributor of electrical power, ‘MERALCO’. It’s been spotted in the movie titles used for ‘GROWN UPS’, ‘TAKE ME HOME TONIGHT’ and in popular animes like “Angel Beats”.
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Avant Garde Type Specimen Natalie Chung May 2016 12/15pt