Avant Garde Magazine










Avant Garde was a magazine notable for graphic and logogram design by Herb Lubalin. The magazine had 16 issues and was published from January 1968 to July 1971.

From January, 1968, through July, 1971, Ginzburg published Avant Garde, which like Eros, an earlier publishing attempt, was a handsome hardbound periodical. While it could not be termed obscene, but it was filled with creative imagery often caustically critical of American society and government, sexual themes, and (for the time) crude language. One cover featured a naked pregnant woman; another had a parody of Willard's famous patriotic painting, "The Spirit of '76", with a woman and a black man.

Avant Garde had a modest circulation but was extremely popular in certain circles, including New York’s advertising and editorial art directors. Herbert F. Lubalin (1918–1981), a post-modern design guru, was Ginzburg's collaborator on his four best-known magazines, including Avant Garde which gave birth to a well-known typeface of the same name. It was originally intended primarily for use in logos: the first version consisted solely of 26 capital letters. It was inspired by Ginzburg and his wife, designed by Lubalin, and realized by Lubalin's assistants and Tom Carnese, one of Lubalin's partners. It is characterized by geometrically perfect round strokes; short, straight lines; and an extremely large number of ligatures and negative kerning. The International Typefont Corporation(ITC) (of which Lubalin was a founder) released a full version in 1970.

An article on folk music written by United States Supreme Court Justice William O. Douglas was a topic in the congressional hearings on his attempted impeachment in 1970.