The ITC Avant Garde Gothic® design was one of the first typeface families released by ITC – and continues to be one of its most popular. The basis for the typeface was created in the late 1960s for a new magazine conceived by the forward-thinking publisher and editor, Ralph Ginz-burg. The publication was called, fittingly, Avant Garde. Herb Lubalin created the logo and Tom Carnase drew the alphabet based on Lubalin’s sketches.

OpenType® technology makes a complete version of ITC Avant Garde Gothic possi-ble, offering the full breadth of Lubalin and Carnase’s design. ITC Avant Garde Gothic Pro includes all the original characters plus a suite of additional cap and lowercase alternates, new ligatures and a collection of biform characters (lowercase letters with cap proportions). The original design con-tained a suite of 33 alternate characters and logotypes; ITC Avant Garde Gothic Pro more than doubles this number.

1 History of Herb Lubalin

2 History of Avant Garde Gothic

3 Analysis of Avant Garde of Comparison

4 Analysis of Avant Garde of Characteristic

5 Classification of Avant Garde

6 Family of Avant Garde

7 Usage of Avant Garde

- Born 17-3.-1918 in New York, USA.

- Died 24-5-1981 in New York, USA.

- 1936–1939: studies at the Cooper Union in New York.

- 1939: produces work for the world exhibition in New York.

Art director for Deutsch & Shea Advertising (1941–42)

Fairchild Publications (1942–43)

Reiss Advertising (1943–45).

- 1945: vice-president of Sudler & Hennesey Inc. in New York.

- 1964–69: founds Herb Lubalin Inc. in New York.

- 1969–75: president of Lubalin, Smith & Carnase Inc., from 1975 onwards also with Alan Peckolick.

- 1970: founds the International Typeface Corporation (ITC) with Aaron Burns in New York.

- Born 17-3.-1918 in New York, USA.

- Died 24-5-1981 in New York, USA.

- 1936–1939: studies at the Cooper Union in New York.

- 1939: produces work for the world exhibition in New York.

Art director for Deutsch & Shea Advertising (1941–42)

Fairchild Publications (1942–43)

Reiss Advertising (1943–45).

- 1945: vice-president of Sudler & Hennesey Inc. in New York.

- 1964–69: founds Herb Lubalin Inc. in New York.

- 1969–75: president of Lubalin, Smith & Carnase Inc., from 1975 onwards also with Alan Peckolick.

- 1970: founds the International Typeface Corporation (ITC) with Aaron Burns in New York.

Comparison

The condensed weight are quite legible for text work as well

Dawn with geometric precision Avant Garde is a crisp,clean,headline and body text font

jSquare titile on j Arm of K meet at

the mid point of the

K

WCurve on the tail capital Q

Flat ends M and WQ

Characteristic

Herb Lubalin and Tom Carnase based their 1970 design of ITC Avant Garde Gothic on Lubalin’s logo for Avant Garde Magazine. The condensed fonts were designed for the International Typeface Corpo-ration in 1974 by Ed Benguiat. ITC Avant Garde Gothic is a geometric sans serif type, that is, the basic shapes were made with a compass and T-square; the design is reminiscent of the work from the 1920s German Bauhaus movement. Letter-forms built of circles and clean lines are highly effective for headlines and short texts. The condensed faces have the same modern look, while retain-ing legibility in lengthier texts.

Classification

Family

Geometric sans serifThese sans serifs are constructed of straight , monolinear lines and circular or square shapes. This can make them very cold and clinical , but also quite simple. The starkness of most geometric sans serif makes for great headings , but they are usually less than ideal for long paragraphs

Usageof Avant Gothic

100 Chocolate Cafe with Avant Garde Gothic font

One of the HBO advertisement using the Avant Garde Gothic font

Usageof Avant Gothic

Lea�ets promoting Avant Garde Gothic

Avant Garde Magazine logogram featuring typeface of the same name. It was published from January 1968 to July 1971