Avant Garde ITC Type Specimen Book

About Avant Garde ITC:

Avant Garde was first used as the logo for a new magazine by the publisher and poet Ralph Ginzburg. Herb Lubalin, the art director for the publication, showed several sketches for the logo to Ginzburg but none captured the concept of the magazine to be called Avant Garde. Finally, for his historic solution, “Luballin adapted gothic caps and changed the angles of the “A” and “V” so they fit together like a wedge of pie. He angularized the second “A”so that its right stem is parallel with the left of the “N” and halved the “T” so that one half of it was part of the “N.” The perfectly round “G” carved into the angular “A” in the GARDE.Both words were tightly letter spaced to be perfectly stacked and thus could fit as a block anywhere on the cover.  Lubalin turned his rough sketch over to type designer Tom Carnase, his partner at Lubalin Smith Carnase, who rendered the final form. Since Lubalin wanted all department heads for the magazine to be consistent with the logo, Carnase designed additional characters and created more ligatures. After making a handful of there were almost enough characters to complete an entire alphabet and Avant Garde Gothic was born. 

Purpose of this Project:

Showcase the beautiful display of Avant Garde ITC and to take you back into the  history of Avant Garde.


Initial Sketch


Final Sketch