AVENI
Q
First Principles
Choosing Type
“ Typography must be as beautiful as a forest, not like the concrete jungle of the tenements it gives distance between the trees, the room to breath and allow for life.”
Typography is not a science. It is an art. There are those who’d like to ‘scientificize’; those who believe that a large enough sample of data will somehow elicit good typography. However, this sausage-machine mentality will only ever produce sausages. That typography and choosing type is not a science trammeled by axioms and rules is a cause to rejoice. Before we get to the nitty-gritty of choosing type, let’s briefly talk about responsibility. Fundamentally, the responsibility we bear is two-fold: first we owe it to the reader not to hinder their reading pleasure, but to aid it; second, we owe a responsibility to
the typeface or typefaces we employ. Good typefaces are designed for a good purpose, but not even the very best types are suited to every situation. Personally, I’m always a little nervous about using a newly acquired typeface. A new typeface is something like a newborn baby (though it doesn’t throw-up on you): don’t drop it, squeeze it too hard, hold it upside-down; in other words, don’t abuse it, treat it respectfully.
Since 1988 Adrian Frutiger has created some of the most used typefaces of the 20th and 21st century. Athough interested in many fields including woodcut and paper sillhouettes, Frutiger has been passionate about typography for his entire life. Spending most of his career working for Deberny & Peignot updating typefaces and preparing them for photo typeset ting, as well as designing typefaces of his own accord, he has created almost 30 typefaces. 12pt
Adrian Frutiger has create some of the most used typefaces of the 20th and 21st century. Athough interested in many fields including woodcut and paper sillhouettes, Frutiger has been passionate about typography for his entire life. Spending most of his career working for Deberny & Peignot updating typefaces and preparing them for photo typesetting, as well as designing typefaces of his own accord, he has created almost 30 typefaces. 10pt
Adrian Frutiger has created some of the most used typefaces of the 20th and 21st century. Athough interested in many fields including woodcut and paper sillhouettes, Frutiger has been passionate about typography for his entire life. Spending most of his career working for Deberny & Peignot updating typefaces and preparing them for photo typesetting, as well as designing typefaces of his own accord, he has created almost 30 typefaces. 8pt
Adrian Frutiger has created some of the most used typefaces of the 20th and 21st century. Athough interested in many fields including woodcut and paper sillhouettes, Frutiger has been passionate about typography for his entire life. Spending most of his career working for Deberny & Peignot updating typefaces and preparing them for photo typesetting, as well as designing typefaces of his own accord, he has created almost 30 typefaces. 6pt
Frutiger
J sed lea e r as ell r w pe-H i n Ave inoty 1988. L by G in A
s a n s e
r
i
f
ooking back on more than 40 years of concern with sans serif typefac s, I felt an obligation to design a linear style of sans serif, in the tradi on of Erbar, Futura, and to a lesser extent Gill Sans. These have purely onstructed characters from which the element of a handwriting move ment has been removed. Obviously this could not be an outstanding ew creation, but I have tried to make use of the experience and sty stic developments of the 20th century in order to work out an inde endent alphabet meeting modern typographical needs. Even though
ciy eg yeh
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
8
617
1 2
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0
12 31
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1 3 2 2 4 0 3 2 2 2 2 212212223425
9 1 15 5161718 2 41 415161718 1
31
91
1
30
pt
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6 1 1 1 1 2 1 3 9 10 1 4 20
9
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4
17
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8 91012
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41
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8
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5 1234 2 4 2 2 1234 5 1 56 2 829 7
pt 40
2
67 8
2 52
5 5 3 4 2 1 2 62 123455678
1 1 7 2 2 3 6 4 8 2
58
pt
3 567
2122
2 3 2
20 1011 9 1 8 2 58
46
pt
1 67 1 2 1 3 1 1 3 0 91 101112 1
8
t 0p 13
pt
9
53
pt 78
5 2 45 89 6 3 7 8 9 12
99
9 81 1
1 42
weight
AV Avenir Book
Avenir Light
Avenir Medium
Avenir Roman
EN
Avenir Heavy
NI Avenir Black
R
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Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Doule-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. 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Squared-off end to G with bar extendingg to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-g off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, point-g ed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Sin-g gle-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Doule-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-g off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, point-g ed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Sing gle-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Doule-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squaredoff end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g. Flat top vertices, pointed bottom vertex on M. Squared-off end to G with bar extending to left and flat section below. horizontal tail on Q. Double-story a. Single-story g..
Flat top vertices, pointed bottom vertex on M
Squared-off end to G with bar extending to left and flat section
Horizontal tail on Q
ggggg gggggggggg ggggggggggggg gggggggggggggg ggggg g
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characteristic
mmmmmm mmmmmm mmmmmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm m m m mmmm mmm mmmm m m mmmm mm mmmm
22pt
resent Present Present Present Present
resent Present Present Present Present Present
resent Present Present Present Present Present Present
resent Present Present Present Present Present Present Present Presen
resent Present Present Present Present Present Present Present Present Present Present
resent Present Present Present Present Present Present Present Present Present Present Present
ast Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past Past
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18pt
26pt
31pt
45pt
61pt
uture Future
uture Future Futur
uture Future Future Future
192pt
91pt
SUNYOUNG YOON