Fontology

You know you work with text too much when you see a commercial on TV or a billboard or an ad and you know the fonts they’re using. If you’re a writer at heart, the words are what matter. But in advertising you soon learn that font usage is about more than the words – text is another graphic element. Using fonts to convey the message can be as important as the words themselves in capturing the attention of your audience.

Avant Garde

Clean and conspicuous, Avant Garde is a great headline typeface. In text it is a large type, which means you can use smaller point sizes and still remain legible. The “roundness” of the characters stands it apart from many other san serif styles.

History of Avant Garde
Herb Lubalin and Tom Carnase designed Avant Garde around 1968. It was based on Lubalin’s logo for Avant Garde magazine. The original face was all uppercase. Avant Garde was the first typeface released by ITC when the company was founded in 1970. Next to being used in all types of art publications, Avant Garde was a classic in ’70s advertising design.

January 14, 2010
By Paul B Womack | Comments Off



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