Expressive Typography: ITC Avant Garde (Mock)
Finished on 5th June 2020
I was tasked with creating a 2 page document to give my take and expression of a given typeface which was 'ITC Avant Garde'.
Research
The history and usage of ITC Avant Garde
The Avant Garde typeface originated from the Avant Garde Magazine where Herb Lubalin illustrated the logo for the magazine which became the basis of the typeface. Later Herb worked with Tom Carnase to create the first set of letters in that style which slowly branched out over time to what it is today.
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Moodboard
Clipped the usages of the font and images from the original Avant Garde magazine itself which I thought fit the font's tone.
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Sketches
Putting my different ideas on paper
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Final Artwork
After much contemplation, I decided to go with 'Hello There, I Am AVANT GARDE'. Not only is it meta but it perfectly fits what i'm trying to express. Here are the pieces.
Design Rationale for page 1 (Left)
This is page 1 of 2 in a display of expressive typography.
Avant-garde referred to artists or works that were experimental and radical, when boundaries were pushed it could be considered avant-garde. The unorthodox nature of the works tend to have an initial shock that is hard to accept and that is what I wanted to go for, going against the grain. Slanted text, off-centered, some might even say imbalanced and the image sampled from the original Avant Garde Magazines which has been altered. It exudes an unusual flare.
Contrast can be seen with the complementary colours, the size disparity and texture difference between the figure and text. This stark contrast builds the experimental feel bringing viewers into an unfamiliar territory. With the sampled image and Avant Garde magazine logo I wanted to implement a bit of the history of the ITC Avant Garde typeface into the front cover, as the content was what prompted the creation of the logo and thus the logo represented the exotic contents. The slanted text pushes the regular standards feeding into the avant-garde, there is a hierarchy where ‘Avant Garde’ stands out first because of the tail at the end of ‘e’ , it is meant to be interpreted by the audience as alot of avant-garde works left the meaning out as well (it could be the liquid from the drink or a light switch etc.). Furthermore there is emphasis by placement here, the fingers are pointing towards the text and the lines of the hair and face also lead towards the message. The rhythm is fast paced because of the scale-like finish which also makes it more odd as the depiction of the scene is a lady sipping from a glass which is rather somber.
Avant-garde referred to artists or works that were experimental and radical, when boundaries were pushed it could be considered avant-garde. The unorthodox nature of the works tend to have an initial shock that is hard to accept and that is what I wanted to go for, going against the grain. Slanted text, off-centered, some might even say imbalanced and the image sampled from the original Avant Garde Magazines which has been altered. It exudes an unusual flare.
Contrast can be seen with the complementary colours, the size disparity and texture difference between the figure and text. This stark contrast builds the experimental feel bringing viewers into an unfamiliar territory. With the sampled image and Avant Garde magazine logo I wanted to implement a bit of the history of the ITC Avant Garde typeface into the front cover, as the content was what prompted the creation of the logo and thus the logo represented the exotic contents. The slanted text pushes the regular standards feeding into the avant-garde, there is a hierarchy where ‘Avant Garde’ stands out first because of the tail at the end of ‘e’ , it is meant to be interpreted by the audience as alot of avant-garde works left the meaning out as well (it could be the liquid from the drink or a light switch etc.). Furthermore there is emphasis by placement here, the fingers are pointing towards the text and the lines of the hair and face also lead towards the message. The rhythm is fast paced because of the scale-like finish which also makes it more odd as the depiction of the scene is a lady sipping from a glass which is rather somber.
Design Rationale for page 2 (Right)
This is page 2 of 2 in a display of expressive typography.
The overall idea was to display the current state of ITC Avant Garde Gothic Pro to the fullest extent. Showing off the perfect circles and simple lines that made up the construction. The mostly default leading and tracking taking center stage by making the text legible
The overall idea was to display the current state of ITC Avant Garde Gothic Pro to the fullest extent. Showing off the perfect circles and simple lines that made up the construction. The mostly default leading and tracking taking center stage by making the text legible
and almost aesthetic.
At the top, the 3 separate fonts for the 3 separate words of the title was to display the main fonts in the family, also with its large size and spread out nature it sits atop the hierarchy. Looking at the “History & Usages” and “characteristics” I wanted to show off the default tracking and kerning that allows it to be legible even from afar. Even though the typeface has become more tame as time passes , the letter ‘Q’ is a standout differing from the rest of the characters with a uncharacteristic curved line and to me it is almost like a reminder that the avant-garde is still there which is why I made it the stage. Contrast is again shown here with the colour and size. I’ve also intentionally thrown off the rhythm with the tilted text under header ‘Fun Facts’ and alphabet to challenge our ideas of the standards, the ‘it should look like this’ aspect which embodies the avant-garde term. Unity is present here as well, with the same typeface it has the modern, neat appearance and feel, and with the consistent
At the top, the 3 separate fonts for the 3 separate words of the title was to display the main fonts in the family, also with its large size and spread out nature it sits atop the hierarchy. Looking at the “History & Usages” and “characteristics” I wanted to show off the default tracking and kerning that allows it to be legible even from afar. Even though the typeface has become more tame as time passes , the letter ‘Q’ is a standout differing from the rest of the characters with a uncharacteristic curved line and to me it is almost like a reminder that the avant-garde is still there which is why I made it the stage. Contrast is again shown here with the colour and size. I’ve also intentionally thrown off the rhythm with the tilted text under header ‘Fun Facts’ and alphabet to challenge our ideas of the standards, the ‘it should look like this’ aspect which embodies the avant-garde term. Unity is present here as well, with the same typeface it has the modern, neat appearance and feel, and with the consistent
colours as well.
Thank you for viewing this project!
Sincerely, Braxton Lew
