AVANT GARDE GOTHIC AVANT GARDE

GOTHICInternational Corporation AVANT GARDE GOTHIC AVANT AVANT GARDE

GARDE Designers: Herb Lubalin, Tom GOTHICCarnase, Edward Benguiat, Andre Gurtler, Christian Mengelt, and Erich Gschwind

Design Date: 1970-1977 GOTHICPublisher:AVANT Linotype Design Owner: ITC

Origin: Based off of Lubalin’s AVANT forGARDE Avante Garde Magazine

GARDE GOTHICITC GOTHICAVANT GARDE GOTHIC

ITC Avant Garde Gothic was created in the late 1960s as the logo for the short-lived, but highly influential magazine, Avant Garde. As art director, Herb Lubalin devised the logo concept and its companion headline typeface. Then he and Tom Carnase, a partner in Lubalin’s design firm, worked together to transform the idea into a full-fledged typeface.

The result was a typographic tour de force. Lubalin AVANTAVANTand the magazine’s publisher received frequent and numerous requests to release the typeface for general use, but it remained the exclusive property of the It took several labor-intensive months to transform magazine until 1970. the basic alphabet into a proper typeface family. Additional characters were created (including a In that year, two events changed the exclusive suite of many alternate designs), and a full family status of the logo typeface: International Typeface was developed from the basic weights used in Corporation (ITC) was formed through the partnership the magazine. Finally, each had to be of Lubalin, Burns and Company and PhotoLettering productized to be compatible with the Inc., and Avant Garde magazine ceased publication. equipment of that era. GARDEGARDEAaron Burns and Herb Lubalin (principals of Lubalin, Burns and Company) now had the rights to a Avant Garde Gothic was initially released in only typeface of proven popularity and a means to offer five roman weights, but its immediate popularity the design to the typographic community. soon prompted the expansion of the basic family. In 1974 ITC approached Ed Benguiat to develop a

suite of condensed designs. Two years later, André Gürtler, Christian Mengelt and Erich Gschwind were

commissioned to develop italic counterparts for the roman designs. GOTHICGOTHIC Since then, OpenType technology has allowed ITC to release a complete digital version of Avant Garde Gothic that encompasses the full breadth of Lubalin and Carnese’s design. Avant Garde Gothic Pro offers all the original alternate characters and ligatures, plus many extras. Included are a suite of additional cap and lowercase alternates, new ligatures that were drawn just for this release, and a collection of biform characters (lowercase letters with cap proportions).

AVANTAVANT In addition to English, Avant Garde Gothic Pro HISTORY HISTORY support most European and many Central European HISTORY , including Baltic, Turkish, Czech, Hungarian HISTORY HISTORY and Polish. Fonts can be purchased individually or as 60 pt book HISTORY a complete ITC Avant Garde Gothic Family package. HISTORY HISTORY GARDEGARDEHISTORY http://www.itcfonts.com/Fonts/Classics/AvantGardeGothicPro.htm GOTHICGOTHIC 48 pt Book abcdefghijklmnopqrstuvwxyz æΩ≈ç√∫˜µ≤≥÷ ABCDEFGHIJKLMNOPQRSTUV

abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 ABCDEFGHIJKLMNOPQRSTUV 1 2 3 4 5 6 7 8 9 `-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡°äëïöü àèìòù áéíóú âîêôû åÅ ¯¤ÄËÏÖÜ ·‚—±Œ„´‰ˇÁ¨ˆØ∏”’»˝Æ¸˛Ç◊ı˜¯˘¿¡ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ ñõš¦Ðð `-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡° ·‚—±Œ„´‰ˇÁ¨ˆØ∏”’»˝Æ¸˛Ç 48 pt ◊ı˜¯˘¿¡™£¢∞§¶ •ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… ñõš¦ÐðÝýÞþ×¹²³½¼¾ ™£¢∞§¶ Book ÝýÞþ×¹²³½¼¾ Oblique Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV ABCDEFGHIJKLMNOPQRSTUV 1 2 3 4 5 6 7 8 9 Ω≈ç√∫˜µ≤≥÷ `-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡° ·‚—±Œ„´‰ˇÁ¨ æ ˆØ∏”’»˝Æ¸˛Ç◊ı˜¯˘¿¡™£¢∞§¶ 1 2 3 4 5 6 7 8 9 äëïöü àèìòù áéíóú âîêôû åÅ ¯¤ÄËÏÖÜ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ åÅ ¯¤ÄËÏÖÜ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ ñõš¦ÐðÝýÞþ×¹²³½¼¾ Extra•ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… Light `-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡° ·‚—±Œ„´‰ˇÁ¨ˆØ∏”’»˝Æ¸˛Ç◊ı˜¯˘¿¡™£¢∞ äëïöü àèìòù áéíóú âîêôû åÅ ¯¤ÄËÏÖÜ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ ñõš¦ÐðÝýÞþ×¹²³½¼¾ §¶ •ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… •ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… 48 pt

`-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡° ·‚—±Œ„´‰ˇÁ¨ˆØ∏”’»˝Æ¸˛Ç◊ı˜¯˘¿¡™£¢∞ §¶ 48 pt äëïöü àèìòù áéíóú âîêôû åÅ ¯¤ÄËÏÖÜ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ ñõš¦ÐðÝýÞþ×¹²³½¼¾

äëïöü àèìòù áéíóú âîêôû

æ

Ω≈ç√∫˜µ≤≥÷

æ

Ω≈ç√∫˜µ≤≥÷ 48 pt abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV Extra Light •ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… Condensed abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 ABCDEFGHIJKLMNOPQRSTUV 48 pt AVANT æΩ≈ç√∫˜µ≤≥÷ Bold æ Ω≈ç√∫˜µ≤≥÷

`-=;’,./~!@#$%^&*()_+{}[]\|:”<>?⁄€‹›fifl‡°äëïöü àèìòù áéíóú•ªº≠œ∑´®†¥¨ˆøπ“‘«åß∂ƒ©˙∆˚¬… âîêôû åÅ ¯¤ÄËÏÖÜ·‚—±Œ„´‰ˇÁ¨ˆØ∏”’»˝Æ¸˛Ç◊ı˜¯˘ ÀÈÌÒÙ ÁÉÍÓÚ ÂÎÊÔÛ ñõš¦Ðð Condensed GARDE ¿¡™£¢∞§¶ ÝýÞþ×¹²³½¼¾ GOTHIC bodybodybodybody

8 8/10 copy/10 80 pt book aligned left and justified 8/10 8/10

8/10 8/10

Orempor aut quunt hiciistiatem 8/10 Omnistia voluptati8/10 utempore et is doluptatem ut hillis eaquo quo voluptat. Quaecti berum Opti omniam ut ero beribeati eture`rume maxim nobisqu iaspis sim re sequam, saperi ut alias ipita aboremp eriorio te doluptur sus, quae voluptae pro eni il ipis plisci 9/12Extra Light Opti omniam ut ero beribeati quae ommo quatia. Ore aborro beti quam es ma pratemque paritius, 9/12voluptae pro eni il ipis quam es 8/10 ma pratemque paritius, voluptatur 8/10 Extra Light voluptatur modicto rporeriae nus modicto rporeriae nus culparum 9/12 9/1210/12 Consecero berchitinis simers Extra Light Exera apel inullaboriat atem et ullest harum ut volupta temque9/12 8/10quia voloribus as reium 9/12 eatem 8/10 plandigent rerchil illam quisExtra Light volum se ipienditaspe vendest doluptat sepri9/12 haris Extra doles maio Light To vel molum rendios minciis vernamenet9/12 quae. Ut aut rehenis 10/12 corem rehent pa vendaecatem Extra Light re et millaccuptus maio tem dis 9/12 nis ex et, secererum volente quos 9/12 magnihi tiorepr aectur sa quas Ihilic tem alitae exeri uptatem Aximusam nate pligeni hicider as con nat. Cae molupti diset 10/12 ruptatur aceatur audaepe ribus. hiliquate et que volupta nus Ut enem ilici se volum provitae. eos vene. Lorem omniam ut Etesil quofres bearchi tatur? Ate velectotatis qui blab idesedic Quateceste, susofse edsit, et 10/12 Occat. Oluptam, il imenis eaquiae maxim is res moles adignam rectaque verum que natise dolorerro ipsapel quatior poresequunt repro mi,

ma debiti dolores fraliquam ipsuntem. Nam cus, que es

Book 10/12

Opti omniam ut ero beribeati Book quae voluptae pro eni il 10/12 ipis

quam es ma pratemque

Book paritius, voluptatur10/12 modicto

Book 10/12

Book 10/12 Book Book 10/12 The “typographic impresario Tony60 pt bold Dispigna of our time,” man called “The first time Avant Garde was used was him, a man who “profoundly one of the few times it was used correctly. influenced and changed our It’s become the most abused typeface in vision and perception of the world.” 16/18 Bold forms, words and .” Coming to terms with Herb Lubalin’s16/18 work takes Extra you Light quickly to the heart of a very big subject: the theory of meaning and how24 pt bold meaning is communicated—how an idea is moved, full and Aiga.org resonant, from one mind to another. Not many have been able Ed Benguiat to do that better than Lubalin. 36 pt bold condensed 16/18 Extra Light Condensed “The only place Avant Garde looks good is in the words Avant Garde. Everybody ruins Aiga.org 36 pt bold it. They lean the letters the wrong way.” 16/18 Bold Condensed Lubalin There’s hardly anyone better known and more highly 60 pt bold condensed regarded in the business. Lubalin’s receipt of AIGA’s “What I do is not really , which I highest honor was never a think of as an essentially mechanical means matter of “if,” only “when.” of putting characters down on a . It’s 16/18 Book desiging with letters.” 16/18 Book Oblique Aiga.org 24 pt bold condensed Herb Lubalin BIOGRAPHY Herb Lubalin BIOGRAPHY Herb Lubalin BIOGRAPHY Herb Lubalin BIOGRAPHY Herb Lubalin BIOGRAPHY In 1964 he established his own consultancy, Herb Lubalin Inc. (from 1981, with Seymour BIOGRAPHY Chwast and Alan Peckolick, becoming Herb Lubalin Pushpin, Lubalin, Peckolick Associates Inc.). (1918-1982) In 1970, together with Aaron Burns and Ed Rondaler, he founded the International A prominent American typographic Typeface Corporation, with the aim of designer working across many graphic licensing original as a means of fields including posters, advertising, ensuring royalties for their designers. His own signage, postage stamp, typeface, and typefaces included Avant-garde Gothic editorial design, Lubalin was recognized as (1970, with Tom Carnase), Lubalin Graph an innovator and iconoclast, particularly (1974), and Gothic (1974, with Tony with the advent of in DiSpigna). the 1960s. This allowed him considerable licence to play with words, images, and For some years he had also played a key scale on the page. design role in a number of magazines including Eros (1962) and Avant Garde After studying at the Cooper Union in New (1968) and in 1973 founded, designed, York (where the Lubalin Archive is now and edited the influential international held) from which he graduated in 1939, he typographic journal U&lc (the title worked as a freelance graphic designer representing a shorthand for ‘Upper and and typographer before taking on the role lower case typography’). His work was of art director for a number of agencies internationally recognized through his many including Sudler & Hennessey (from 1945). designs for publication as well as numerous exhibitions and awards, including the American Institute of Graphic Arts (AIGA) medal in 1981. http://www.answers.com/topic/herb-lubalin PurchasingPurchasing & Copywriting & Copywriting Purchasing & Copywriting Purchasing & Copywriting Purchasing & Copywriting Purchasing & Copywriting consent of LinotypeGmbH. publications isnotpermitted without expressly sequences andtexts inother electronic orprinted or usageofsuchgraphics, audio-documents, video Linotype GmbHremain atLinotypeGmbH. Copies for objectspublishedandused by E-mail: Fax: Phone: to contact usvia: informationFor further donothesitate certain otherjurisdictions. Office andwhichmaybe registered in registered intheU.S. Patent and of International Typeface Corporation ITC Avant Garde Gothicisatrademark All rightsreserved. © 2009 Linotype GmbH. linotype.com

[email protected] +49(0)6172484-499

+49 (0)6172484-418 Linotype GmbH: Werner-Reimers-Straße 2–4 61352 Bad Homburg Germany AVANT GARDE GOTHIC