Typophile

Type Design Fashion

Dixon Yamada

The AG logo is missing the correct alternate and ligature glyphs.

Hopefully, it is also missing a lawsuit over copyright or trademark rights.

The original (magazine) logo would only have worked in this context as an outline/cloisonné treatment—but that would have been quite interesting.

I'm actually not a fan of the actual Avant Garde logo. But I think the font Avant Garde, especially bold, is one of the best fonts ever made. Also, it's EVERYWHERE right now.

Lubalin was a Futura man. (He used it in the AG magazine after the logo had been made, before he extended it into a typeface.)
Here’s how I figure he first conceptualized the magazine logo:


Finally:

It was the density of adjacent stems in AVA that prompted him to duplicate the effect elsewhere, hence the lop-sided A, V &c., and the scrunched up digraphs NT &c.

Yeah those lopsided letters and the overlapping G and A totally ruin it for me. I'm glad they don't appear in the font. (though maybe they are there as alternates, not sure)

Captured from web.archive.org on 30 Jan 2015. view this capture