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Starting in Advertising, then left to start his own studio, Herb Lubalin became a designer for a series of magazines, Eros, Fact and Avante Garde. It was after the collapse of Fact that Lubalin, with Publisher Ralph Ginzberg, started Avant Garde

The Typeface was based on the Magazines logo (see above)

ITC Avante Garde
Serif: geometric sans (designs were drawn with compass and t-square)
usage: display and small amounts of copy
characteristics: Tight fitting letterforms, circles and clean lines,

After the typefaces release Lubalin realized it was being misunderstood and misused by inexperienced designers. Its overuse made it a stereotypical 1970s font.

“Avant Garde was Lubalin’s signature, and in his hands it had character; in others’ it was a flawed Futura-esque face.” ~Steven Heller

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