avant garde.

http://www.youtube.com/watch?v=gOoyi2fpkl8

The result of our first typography brief at csm. we were supposed to bring a visual personality to our assigned font (mine being Avant Garde Gothic ITC), after investigating its history & analysing its form & experimenting visually… all of that art school fun. anyway, seeing as i like stories and don’t particularly care about typography, i abstracted the whole film to just look like overlapping shapes even though they’re all characters/ligatures from the font.

the history of the font itself isn’t all that interesting, but the story behind the guy who designed it (Herb Lubalin) is; he started this graphics magazine of the same name in the 60s/70s which published controversial imagery and anti-establishment articles and the editor got thrown in jail which is pretty cool. read the rest of it here: http://en.wikipedia.org/wiki/Herb_Lubalin, or in like a proper book, cause wikipedia.org doesn’t look good in bibliographies.