Archived copy for reference only
 

 

Graphic Design / Interactive Design / Fine & Applied Arts / Parkland College

Graphic Design Exercises
Illustrator: Workmark (Lubalin)

(Archived from 2019)

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 Medium Alternate)
  2. download above image (right click > save image as)
  3. launch Illustrator
  4. file > new (letter, portrait); save file as "avant.ai"
  5. file > place "avant.gif" (options: as template layer)
  6. using the type tool, type "AVANT GARDE" (point type)
  7. spec font ITC Avant Garde Medium
  8. make type large
  9. change all "A"s and the "V" to Avant Garde Medium Alternates
  10. kern letters (option + left arrow) and adjust leading (option + up arrow) to roughly match template
  11. select tool: copy type object (move + option)
  12. type > convert to outlines; ungroup
  13. view > outlines (cmd+Y)
  14. align outlines with template
  15. modify outlines with direct selection tool
  16. window > pathfinder: use "Minus Front" to cut objects as needed
  17. hide template, save

grading

  1. 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
  2. print a proof for grading
  3. file your graded proof in your Process Book for individual review

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Last updated: 5/7/21