Avant Garde Gothic by Herb Lubbalin
AVANT GARDE content
TYPOGRAPHER
01 - 02
HISTORY OF AVANT GRADE
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CHARACTERISTIC COMPARISON FAMILY USAGE
05 - 06 07 - 08 09 - 10 11
HERBLUBALI
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TYPOGRAPHER Herb Lubalin -- Most people recognize the
name Herb Lubalin in association with the typeface Avant Garde, born at New York City, on 1918. He is a New York graphic designer, dean of American art directors since World War II, type designer since 1970. A founder of ITC, the International Typeface Corporation (ITC) and One of the people behind the culture-shocking magazines Avant-Garde, Eros and Facthe until his death in 1981. 02
His constant search for something new and a passion for inventiveness made him one of the most successful art directors of the 20th century. He had offices internationally in Paris and London and partnered with many talented individuals over the years including Aaron Burns, Tom Carnase, Ernie Smith and Ralph Ginzburg. A graduate of the Cooper Union in New York he spent time as a visiting professor there as well as designed a logo for them. Constantly working and achieving much success throughout his career, at the age of 59 he proclaimed "I have just completed my internship."
ITC Avant Garde Gothic is classified as a geometric sans serif design, meaning that its basic shapes appear to be constructed from circles and straight lines. The design’s heritage has sometimes been traced to the geometric sans serifs produced by Bauhaus designers in the mid-1920s.
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HISTORY
Herb Lubalin and Tom Carnase designed Avant Garde around 1968. It was based on Lubalin’s logo for Avant Garde magazine. The original face was all uppercase. Avant Garde was the first typeface released by ITC when the company was founded in 1970. Next to being used in all types of art publications, Avant Garde was a classic in ’70s advertising design. The ITC Avant Garde Gothic family is made up of five weights and four condensed designs, all with corresponding italics (obliques). The condensed designs were drawn by Ed Benguiat in 1974, and obliques were designed by André Gürtler, Erich Gschwind and Christian Mengelt in 1977.
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 1 2 34567890!#$ %^&*()?<>{}
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CHARACTERISTIC
apex cap line 05
crossbar vertex
ITC Avant Garde Gothic is classified as a distinctive geometric display face, which Lubalin said should be set very tight.It has uniform strokes and perfect circles in the round characters.
ascender
stem eye
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aperture
counter
arm
leg
vertical stress
x-height
AVANT GRADE Avant Garde has rectangular dots over i where as Futara has circle dots.
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COMPARISON
FUTURA Avant Garde has curve on tail of cap Q.
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The Bowl of Avant Gradeâ&#x20AC;&#x2122;s R doesn't close, and the x-height is shorter than Futura.
Avant Garde has lower cross bar on G.
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FAMILY
Extra Light Book Medium Demi Bold + Italic
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.
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11 01
USAGE
“
This is a
BICAMERAL STICK and Ball Sanserif with very large x-height. by Robert Bringhurst
”