Avant Garde

Avant Garde was made by Herb Lubalin and Tom Carnase in 1968. The original typeface was all uppercase, and was made specifically for the Avant Garde magazine. It’s a geometric, sans serif type and has a very distinct look to it. In 1970, Lubalin formed Lubalin, Burns & Co., which is now known as ITC. Avant Garde was the first type that they introduced, but Lubalin soon found that the type was misunderstood and used in the wrong way by many people, which caused it to become a stereotypical 70’s font.