Avant Garde ~ One of the great fonts of the later, mid 20th Century. The font was chosen recently by Liz Riviere in one of our current collaborations, a website cataloging the life work by Dorothy Browdy Kushner, commissioned by her son, the artist Robert Kushner.
In doing the simple research to explain to Liz why she had hit a winner in terms of font choices, I came upon scans from the actual magazine that the font Avant Garde was designed. This discovery took me on a fast, unexpected trip down memory lane and childhood.
My father was an industrial designer, and in the late 60s subsribed to cutting edge design magazines at the time. One of those magazine was Avant Garde. This particular issue of Avant Garde
The header image has one of her California painting in the background. I have that set up as a layered Photoshop file, so if you or Robert want to try out some visual ideas, I can send along the file. Or you could suggest one of her paintings (or a few) and I can send you the results.
The font you chose has a rich history as a thoroughly modern font, designed by a group of the some of the most famous typography designers of the later 20th century:
ITC Avant Garde Gothic Standard
ITC Avant Garde Gothic Book Oblique
“ITC Avant Garde Gothic is a font family based on the logo font used in the Avant Garde magazine. 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 condensed fonts were drawn by Ed Benguiat in 1974, and the obliques were designed by André Gürtler, Erich Gschwind and Christian Mengelt in 1977.
The original designs include one version for setting headlines and one for text copy. However, in the initial digitization, only the text design was chosen, and the ligatures and alternate characters were not included.
The font family consists of 5 weights (4 for condensed), with complementary obliques for widest width fonts.”