Exploring expressive typographic layouts using the ITC Avant Garde typeface.
A study in form, structure, and graphic composition.
- Role
- Typography Research, Graphic Designer
- Type
- Academic Exploration (Independent)
- Deliverables
- Posters, Brochure Spreads, Postcards
- Tools
- Illustrator, Photoshop, InDesign
Context
I've always been drawn to typefaces that carry both history and personality.
ITC Avant Garde is one of those rare fonts — born as a logo, expanded into a full family, and remembered for its geometry, ligatures, and bold graphic voice.
This project was a simple intention:
- study the typeface deeply, understand its construction, and translate that understanding into a cohesive visual system.
Intent
Most type specimens display alphabets; they rarely capture the behaviour of the typeface.
I wanted to explore Avant Garde beyond its letterforms — to understand its rhythm, structure, and the expressive forms hidden within its geometry.
The goal was to create work that felt true to Avant Garde's identity, while presenting it in a contemporary, graphic way.
Approach
I began with a structural breakdown — studying its circular proportions, wide counters, extended x-height, and the ligatures that make it iconic.
From that foundation, I designed a small visual system based on repetition, modular grids, and geometric contrast.
The exploration included:
- Poster compositions
- A printed brochure
- Postcards inspired by its shapes and patterns
- Color and layout variations driven by the typeface's graphic energy
Each piece focused on a different aspect of the font — its symmetry, its motion, and the way its forms interact in a layout.
Solution
Visual System
The exploration follows a simple system rooted in Avant Garde’s geometry — a strict grid, intentional scale shifts, and high-contrast color accents.
Large circular forms, tight ligatures and modular letter shapes create patterns, motion and rhythm across posters, postcards and brochure spreads.
The result is a clean, modern and cohesive visual language driven entirely by the typeface itself.
Poster Series
Large-format typographic posters showcasing the typeface's structure, historical context and expressive forms.
Brochure
A folded specimen highlighting its weights, ligatures, identifying characteristics, and designer notes.
Postcards
Graphic postcards built around Avant Garde's geometry — patterns, cuts, overlaps and brand-like visual behaviours.
Neon & Teal on Black
Editorial & Red Rays
Orange Circles & Cyan AG
Adidas & Nutella Inspired
Outcome
This project helped me understand typography not just as letters, but as a system of shapes, proportions and behaviour.
It sharpened my eye for detail, spacing, structure and layout — fundamentals that continue to influence my design practice today, especially in branding and product interfaces.