Varted? There is a problem with using too many ITC Avant Garde Gothic-style ligatures: legibility. Is this Varted, Varied, Vλrted, or something else? Even the man who started doing this, the famous Herb Lubalin for Avant Garde magazine, never sacrificed comprehension.
Our bet was it was Varted, in a foreign country where that meant something, though we have since been told it actually reads Varied. Which begs the question about the serif on top of the I—something not on the original letter—if the whole idea is reduction (the tagline is ‘Reduced to the essential’).
(via henrycooke)
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Tagged: ITC Avant Garde Gothic typography legibility logo
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fontpolice reblogged this from henrycooke and added:
Varted? There is a problem with using too many ITC Avant Garde Gothic-style ligatures: legibility. Is this Varted,...
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henrycooke posted this
