avant garde type

http://www.thinkingforaliving.org/archives/147

this is an article about Herb Lubalin and the creation of the Avant Garde typeface….

it helped me in understanding how type can be used to communicated a visual language.

it was created for the avante garde magazine. lubalin had to create a typeface that would follow the guidelines associated with avant garde. it had to be innovative and capture the essence of the movement. the typeface ended up being a successful font used outside of the magazines and has grown many variations. the typeface is distinctively all caps and seems to be more focused on the artistic visual appeal of the word rather than legibility (all caps, tight spaced).