The 20-page newspaper reprints the sheets at actual size giving the reader the chance to pore over the details of Lubalin’s type as rendered in the rub-down DIY lettering system. “They then made these designs available to manufacturers so the type could be distributed on whichever kind of media were used by a given typesetting system.”
The foundry focused on “the design of distinctive new typefaces (including revivals which were given a characteristic ITC spin) and then created demand for them with superb marketing promotion,” Rhatigan writes. ITC didn’t make any type, Rhatigan notes, but instead released designs that could be licensed to other companies. Each sheet comes from Rhatigan’s own collection and he introduces the paper with a text on Lubalin’s International Typeface Corporation (ITC), the foundry that the US designer launched with Aaron Burns and Edward Rondthaler in 1970.
The newspaper features 17 images of Lubalin’s typefaces as they appeared on sheets of the lettering system in the 1970s. Made in collaboration with Newspaper Club, ‘100% Lubalin Letraset’ was created for Day 90 of the Center’s #Lubalin100 project that has been celebrating the designer’s centenary. ITC Avant Garde¿ Mono is a monospaced version done by Ned Bunnel in 1983.Two things close to Unit Editions’ heart – Letraset and Herb Lubalin – came together recently in the form of a broadsheet newspaper produced by the Herb Lubalin Study Center and Adobe Type’s Dan Rhatigan. The condensed weights were drawn by Ed Benguiat in 1974, and the obliques were designed by Andr¿ G¿rtler, Erich Gschwind and Christian Mengelt in 1977. The large, open counters and tall x-heights seem friendly, and help to make this family work well for short texts and headlines. Still strong and modern looking, ITC Avant Garde has become a solid staple in the repertoire of today's graphic designer. These fonts contain the basic alphabets (without the old unusual ligatures). The early versions of ITC Avant Garde became well-known for their many unique alternates and ligatures that still conjure up the typographic aura of the 1970s.
ITC Avant Garde is a geometric sans serif meaning the basic shapes are constructed from circles and straight lines, much like the work from the 1920s German Bauhaus movement. They based it on Lubalin¿s logo for Avant Garde Magazine - an exciting construction of overlapping and tightly-set geometric capitals. ITC Avant Garde Gothic¿ was designed by Herb Lubalin and Tom Carnase in 1970.
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