Typography Is The Reflection Of The Art Of Art

We define typography as the art or technique of reproducing communication through the printed word, transmit words with a certain skill, elegance and efficiency. Typography is the reflection of an era. Therefore, the evolution of their design responds to technological and artistic projections. The typographical scene has been considered as one of the most active members of the cultural changes of man. In the first proofs of writing, each trace expresses an idea, a concept or a thing; These traces combine to communicate more complex ideas. These writing systems are pictograms, hieroglyphics and ideograms.

Avant Garde came in the 1970s to give advertising and graphic design a revolutionary change that marked the beggining of an era in modern typography. Avant Garde is a geometric sans serif type that is reminiscent of the work from the 1920s German Bauhaus movement. Avant Garde (also called Avant Garde Gothic) was designed by Herb Lubalin and Tom Carnase in 1970. They based it on Lubalin’s logo for Avant Garde Magazine with an exciting construction of overlapping and tightly-set geometric capitals.About the magazine:

The magazine covered creative imagery often critical of American society and government topics, sexual themes, and (for the time) crude language.About the designer: Herb Lubalin was the typographer and designer behind the creation of Avant Garde. He was one of the people behind the culture-shocking magazines Avant-Garde, Eros and Fact, and he was a constant boundary breaker on both a visual and social level. His constant search for something new and a passion for inventiveness made him one of the most successful art directors of the 20th century. He had offices internationally in Paris and London and partnered with many talented individuals over the years including Aaron Burns, Tom Carnase, Ernie Smith and Ralph