It began as Herb Lubalin’s logo for the always innovative, and often controversial magazine, “ Avant Garde.” It then became the first typeface released by ITC when the company was founded in 1970. The text of the 1993 “U&lc” ad is of course marketing copy, but it accurately places the typeface in its context: “Throughout its 25-year life, ITC Avant Garde has lived up to its name by continually breaking new ground. ITC Avant Garde already had a long history in graphic design, from its origins in the creatively explosive days of the late 1960s. Both fashion and technology change quickly it would be hard to say, in the digital world, which one is more transient. Looking back on it a decade later prompts all kinds of reflections about the interplay of typographic fashion and font technology. That date is almost exactly 10 years ago. It was a two-page spread announcing that, on May 17, 1993, ITC Avant Garde would be available in Adobe’s new multiple master font format. Īs I was rummaging through back issues of “ Upper & lowercase,” researching images and ideas for a forthcoming book on “U&lc” (coming next year from Mark Batty, Publisher, I came across an ad in the 20th-anniversary issue (Vol. You can find more from John at his website. If you’d like to read more from this series, click here.Įventually, John gathered a selection of these articles into two books, dot-font: Talking About Design and dot-font: Talking About Fonts, which are available free to download here. Barry (the former editor and publisher of the typographic journal U&lc) for CreativePro. Dot-font was a collection of short articles written by editor and typographer John D.
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