Our task this week was to create a user persona based on a typeface, I got the typeface Avant Garde. I started by looking into where the logo is used.

These brands use Avant Garde:

• Adidas, Avant Garde Gothic Demi
• Nutella, Avant Garde Gothic Bold
• Macy’s, Avant Garde Extra Light
• Billabong, Avant Garde Demi Bold
• Groupon, Avant Garde Gothic Bold
• Mobil, Avant Garde Gothic Bold
• Arby’s (2012), Avant Garde Gothic Bold
• Bloomingdales, Avant Garde Gothic Extra Light

Background

The Avant Garde typeface was designed in the 70’s by Herb Labulin and Tom Carnase, he created the typeface for a magazine logo. Labulin then created the actual font after receiving good feedback from the magazine logo. The typeface is inspired by the Bauhaus movement with how it uses shapes and a simple style. There are various styles that were created for Avant Garde, popular styles for this font are: Gothic, Mono, Book, Demi, Oblique.

Pros and Cons

The pros of Avant Garde are:

• Titles and Headline use
• Retro and still quite modern
• Versatile styles of typeface