I Love Type 02 : Avant Garde

Every designer has a favorite typeface. More than a vehicle to transport words onto a page, a typeface can express taste, style, opinion, and attitude. Using a selection of high-quality graphic design work for books, promotional materials, signage and more, each book in the "I Love Type" series highlights a single typeface and its prevalence in the design community. First designed by Herb Lubalin as a logo, not a typeface, Avant Garde has had a tumultuous history. Once a representation of innovation and singularity, its popularity in the 1970s has given it a distinctly retro connotation in modern times. Its complex ligatures, particularly the distinctive dramatically-slanted "A," are a challenge for any designer to master, and the ongoing debate continues over whether anyone has been able to use it correctly since Lubalin himself. Judge for yourself in this collection showcasing the application of Avant Garde type within the graphic arts.