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
- download font (turn on Medium Alternate)
- download above image (right click > save image as)
- launch Illustrator
- file > new (letter, portrait); save file as "avant.ai"
- file > place "avant.gif" (options: as template layer)
- using the type tool, type "AVANT GARDE" (point type)
- 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 > convert to outlines; ungroup
- view > 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
grading
- clean-up your printable area and add credit: in 10pt Helvetica, 1/2" from bottom and right side of the page add:
• Exercise 0: Wordmark (Avant Garde)
• your name
- print a proof for grading
- file your graded proof in your Process Book for individual review