It was used as just the logo for the magazine but due to the demand for a complete typesetting of the logo being extremely high in the design community it later on became an entire typeset, shortly after the creation a release of the font to the public, Lubalin soon realized that this font was extremely misunderstood and misused, becoming the stereotypical 1970 font. The display design contained ligatures and alternate characters and the text design did not, but when it went digital the text design was chosen causing the loss of some alternate characters. Its a font best viewed as it was originally intended, in all caps, due to its tight-fitting combinations witch reflects his idea or capturing” the advanced, the innovative, the creative.” There were two original designs of ITC Avant Garde Gothic: one for setting headlines and one for text copy. ![]() ITC Avant Garde Gothic is a font created by Herb Lubalin in 1970 for the magazine Avant Garde.
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