#AVANTGARDE TYPEFACE PRO#
Digital versions ITC Avant Garde Gothic Pro Alphatype, Autologic, Berthold, Compugraphic, Dymo, Star/Photon, Harris, Mergenthaler, MGD Graphic Systems, and Varityper all sold the face under the name Avant Garde, while Graphic Systems Inc.
ITC Avant Garde was never cast into actual foundry type, appearing first only in cold type.
#AVANTGARDE TYPEFACE PLUS#
When ITC released the OpenType version of the font, the original 33 alternate characters and ligatures, plus extra characters were included.Įlsner+Flake also issued the ligatures and alternate characters separately as Avant Garde Gothic Alternate.
The font family consists of five weights (four for condensed), with complementary obliques for widest width fonts.
However, in the initial digitization, only the text design was chosen, and the ligatures and alternate characters were not included. The original designs include one version for setting headlines and one for text copy. The condensed fonts were drawn by Ed Benguiat in 1974, and the obliques were designed by André Gürtler, Erich Gschwind and Christian Mengelt in 1977. Herb Lubalin devised the logo concept and its companion headline typeface, and then he and Tom Carnase, a partner in Lubalin's design firm, worked together to transform the idea into a full-fledged typeface. Accessed online 11 June 2014.ITC Avant Garde Gothic is a geometric sans serif font family based on the logo font used in the Avant Garde magazine. “A Brief History of Avant Garde” Thinking For a Living. 13 July 2009. I would say if you are going to use Avant Garde, use it in a situation where an idea being presented is new, exciting, and different. Designers like it a lot, as well as indie bands, artists, etc. All of those descriptions were in mind when the typeface was designed, making it a very popular font for un-ordinary or new and confident things. The term “avant garde” is usually used in the arts meaning unorthodox, experimental, or futuristic. However, when used correctly, the font’s name itself describes how it should be used. Not many fonts have so much attention-to-detail when it comes to how the letters actually work together, so this is why Avant Garde has such high remarks in the design world.Īs I mentioned before, Avant Garde is misused sometimes due to people not understanding how the letters should work together. The collection of special ligatures also is what makes this typeface so cutting-edge. A lot like Futura, one will see straight stems with circular bowls, however Avant Garde takes another step further into the geometric realm and creates hard angles that line up in all the letter forms. They claimed that designers did’t use their ligatures correctly, and when their magnificent font was misused it was said that Avant Garde became merely “Futura-esque looking with some flaws.”Īvant Garde is a sans-serif geometric typeface designed with perfection and futurism in mind. When this happened, the design team started to notice the misuse immediately. This left designers with the most basic version without the “perfect” design elements that were originally in the display type. It was a sad moment in type history when Avant Garde went digital and the only version they decided to digitize was the text copy. The display version had many ligatures and special characters, while the design for text copy dropped all of these bonuses.
Originally, there were two designs of ITC Avant Garde, one being for the sole purpose of display, and the other for text copy. The typeface was originally meant to be for the purpose of the logo of the magazine only, however the director of the magazine though the design was so futuristic, well recognized, and perfectly fit, he wanted it to be commissioned to be developed as an actual font. In 1975, a designer named Herb Lubalin created this typeface for the Avant Garde magazine. This font was a breakthrough for typefaces everywhere, taking letters where they have never been before. Perfection is hard to achieve sometimes, but the guys who designed Avant Garde came very close.
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