![]() In other words, it was avant garde – thus the magazine’s title, coined by Ginzburg’s wife and collaborator, Shoshana, was Avant Garde.* It was the logo for a magazine that its editor and publisher Ralph Ginzburg explains was “a thoughtful, joyous magazine on art and politics” aimed at people “ahead of their time.” The goal of the magazine, however, was not merely to reflect the cultural zeitgeist but take a lead role in purveying raucous sixties culture. ![]() However, the revenue stream made from font sales gives this a disingenuous ring.Īvant Garde was not originally designed as a commercial typeface. In fact, having seen so many abominable applications by addicts like myself, I once heard Lubalin curse the day that Avant Garde was released to the public. Nobody, not even the face’s creator Herb Lubalin, could stop me. Since I had the fonts on my Phototypositor I got kicks making the most flagrantly absurd ligature combinations imaginable. Although I haven’t touched the stuff in almost thirty years, when the face was in its prime, I was hopelessly addicted. ![]() I know because I am a recovering Avant Garde abuser. The reason is a surfeit of angular ligatures that offer too many cheap tricks. But few typefaces have been victimized more than the late-sixties/early-seventies gothic Avant Garde – and the felonies persist. Crimes against typography are committed everyday.
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