Objective

To learn the art of creating wordmarks. To learn Adobe Illustrator's type manipulation tools by recreating the following wordmark by Herb Lubalin:

Discussion

Herb Lubalin created this wordmark (a.k.a. logotype) for his magazine called "Avant Garde" in 1968. Stylistically, this wordmark has all of Lubalin's trademark nuances: tight letterspacing, overlapping shapes, clever alignments. The end result is a truly modern mark that visually communicates the meaning of the phrase "avant garde."

Procedure

1. download font (turn on using Font Book)
2. download above image (RMB > save image as)
3. launch Illustrator
4. file > new (cmyk); save file as "avant.ai"
5. file > place "avant.jpg" (as template)
6. practice Adobe navigation keyboard shortcuts: space=hand; space+cmd=zoom in; space+cmd+opt=zoom out; cmd+zero=fit in window
7. using type tool, type "AVANT GARDE"
8. spec font ITC Avant Garde Medium
9. make type large, copy (move with OPTION)
10. spec font Avant Garde Medium Alternates
11. type > create outlines; ungroup; view outlines (cmd+Y)
12. align outlines with template, delete unneeded characters
13. view > smart guides
14. modify outlines with direct selection tool
15. window > pathfinder: cut objects as needed
16. view preview (cmd-Y), hide template, save

grading

1. add your name to the bottom of the file
2. file > save for web: preset=GIF 32 no dither, image size=800px wide
3. publish GIF as a link from your projects page
4. submit a b&w laser proof with your name on it for grading
5. file graded proof in your 3-ring binder for individual review