Wednesday, January 19, 2011

ITC Avant Garde

Herb Lubalin was one of the most prominent graphic designers of the 60s and 70s, it's fitting then that he would go on to create one of the most widely abused typefaces in the world, Avant Garde. Originally created just to serve as an instantly recognizable, futuristic logo for the Avant Garde magazine, a full-fledged typeface eventually came out due to so many requests for it in 1970. It was released through Lubalin, Burns & Co. which later became known as the ITC. Most of the creators of Avant Garde agree that nobody really understood the point of it are quoted as saying "The only place Avant Garde looks good is in the words Avant Garde".


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