|Of Thomas Christensen, ABCedminded Typesetter|
Herb Lubalin & Tom Carnase, ca. 1968, for Avant Garde magazine. The original face was all uppercase. I think this was the first ITC typeface.
A distinctive geometric display face, which Lubalin said should be set very tight. A good version comes with a number of unusual uppercase ligatures. The face retains some of the flavor of the late sixties/early seventies.
I have never had an opportunity to use this face, which is the logotype for Adidas.
"This is a
bicameral stick-and-ball sanserif with very large x-height."
world's most abused typeface."
of such extreme shapes causes fatigue at text sizes and cannot help
but draw attention to itself, which is arguably the greatest sin a typeface
"For use in
extensive text the font's rigid, uniform strokes will create eye problems
right away. Additionally, the perfect circles in the round characters
begin to form light spots or 'holes' in the text that disturb the calm
texture of columns of type."
"The only place
Avant Garde looks good is in the words Avant Garde."