To learn the art of creating wordmarks. To learn Adobe Illustrator's type manipulation tools by recreating the following wordmark by Herb Lubalin:
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."
- download font (turn on)
- download above image (right click > save image as)
- launch Illustrator
- file > new (cmyk); save file as "avant.ai"
- file > place "avant.jpg" (as template layer)
- using type tool, type "AVANT GARDE"
- spec font ITC Avant Garde Medium
- make type large
- change all "A"s and the "V" to Avant Garde Medium Alternates
- kern letters (option + left arrow) and adjust leading (option + up arrow) to roughly match template
- select tool: copy type object (move + option)
- type > create outlines; ungroup
- viw > outlines (cmd+Y)
- align outlines with template
- modify outlines with direct selection tool
- window > pathfinder: use "Minus Front" to cut objects as needed
- hide template, save
- add your name and the exercise number to the file
- clean-up your printable area and add credit.
In 9pt Helvetica, 1/2" from bottom and right side of the page add:
Exercise #: Exercise Name
- print a proof for grading
- file your graded proof in your Process Book for individual review