![]() ![]() This design may be described as a geometric sans-serif typeface due to being based upon linear structures and circles.Īs with many of Lubalin’s font, ITC Avant Garde only works as a decorative device.įig. Whilst at Suddler & Hennessey, Lubalin was employed by Ralph Ginsberg to create a number of designs for his magazines Eros, Fact and most notably Avant Garde.įor Avant Garde Lubalin developed, with the aid of Tom Carnese, the typeface ITC Avant Garde Gothic which was used for the masthead on Ginsberg’s Avant Garde magazine. Regardless of this, however, Lubalin, like many other designers, saw advertisement as a springboard for the rest of his career. This set him apart from his contemporaries, causing one to believe that he was somewhat of a typographic visionary.įrom an ethical standpoint, Lubalin had some reservations about the ethics surrounding typography probably due to it’s manipulative nature. The designer himself once commented “Graphic expressionism is my euphemism for the use of typography… as another creative way of expressing an idea, telling a story, amplifying the meaning of a word or phrase…” . The above is an advertisement by Doyle Dan Bernbech which exhibits similar use of visual pun and layout to evoke an emotional response from the viewer, however Lubalin took this notion and applied it to typography. ![]() Fig 2: DDB ad campaign for Volkswagen (1950s/60s)
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