ISO50

Avant Garde Magazine #8 next to the Command Print. Thought they made a nice pair. Avant Garde was a short lived art/culture magazine in the late 60’s-early 70’s. The magazine itself always had great art direction and layout, but it’s main contribution was, of course, Herb Lubalin’s logo which was the basis for the ITC Avant Garde typeface. This has always been a very controversial font in the design world, many claim it is overused and abused. Lubalin himself thought the face was misunderstood and overused, rendering it something of a 70’s cliché. Whatever the case may be, I have found it to be a striking and versatile font in my own work. The Madrone print is a good example of how I like to use Avant Garde, it’s strict forms and tight angles make perfect building blocks for large scale use.