there is one single font that is both attractive and notorious now multiple different brands have
used this font for the logo designs and today we're going to see what that font is why it
works so well and where you can find it for your very own graphic design workflow and sponsoring
today's videos heritage type and they are offering my viewers to this channel a great discount on
a font collection and that collection includes backgrounds templates icons as well as the fonts
themselves so check back later in today's video to learn more about that great discount deal
so i wonder if you can guess what font we're going to be looking at today i know some of
you are type geeks like myself now if i tell you that adidas and the skate brand element
have both used this font for the logo design and that this font was created first back in the 1970s
can you guess what that font is so i'm just going to go ahead and tell you right now that
today's font is avant-garde gothic it's a wonderful sans-serif font in all its glory
you're going to leave this video today with a better understanding of what logo designs are
best suited for in terms of sans-serif fonts and also you're going to understand why avant-garde
is such a widely used font in graphic design so this font is a sans-serif typeface and it was
based on the logo font used in the avant-garde magazine herb lublin devised the logo concept
and its companion headline typeface and then he and tom kanese worked together
to transform the idea into a fully fledged typeface and thus avant-garde gothic was born
so avant-garde is a geometric sans-serif font and this means that the basic shapes are constructed
from circles and also straight lines much like the work from the 1920 german bauhaus movement
it's very precise and might i add very attractive font to lay your eyes upon
the font has become irregular in graphic designers font books with the large open counters and the
tool x heights meaning it's really friendly to look at and that the font family works really well
on short text or headlines it's really impacting and impressive but in a sophisticated way when
concerning the psychology of sans-serif fonts they tend to be clean modern and engaging they're used
for brands who want to demonstrate straightforward simple and no-nonsense attitudes and when it comes
to typography and logo design sans-serif solutions indicate a sense of honesty and sensibility
so what brands have actually used this font in their work well the answer to that the correct
answer is too many to mention but here are some of the most notorious brands that we can think of
now adidas has used avant-garde gothic demi
and this is probably the most well-known usage of the font family the moto racing brand mobile
used a bold version of avant-garde and the logo is strictly typographic
now another place you will find avant-garde gothic bold is in peanut butter or shall i say the brand
nutella it's a bold and memorable font as well as seemingly being able to stand the test of time by
keeping within the food sector the fast food chain arby's does utilize avant-garde gothic
bold as well now i've made multiple videos based around pairing up fonts with the logos and if you
follow my channel you probably should be aware at this point that each font has a personality
the letter forms speak with an accent simply from their appearance alone and so you need to match
the right voice to the right logo and the right brand this is crucially vital so what do sans
serif fonts like avant-garde say while serif fonts focus heavily on embracing tradition and history
sans-serif fonts take the opposite approach and embrace simplicity and the feeling of being a
modern sans-serif fonts use clean and simple lines that are the same width throughout the entire font
they also give off a feeling of being casual informal and even friendly in some instances
and this is why companies and brands often use them because they're quite approachable as a
font and this is relatable to the end consumer other aspects such as kerning weight and width
do come into play often high-end brands will use wide kerning with a sans-serif font
and this will invoke something being superior and also sophisticated a bold sans-serif font is loud
and almost obnoxious whereas a thinner sans-serif font is more quiet but in a way that suggests
quality so what about avant-garde gothic and your font book as a graphic designer now you will
be incredibly lucky to download the entire font family for free however you can find single fonts
from the family for free as example i've linked the medium weight down below but of course there
are going to be offshoots and other fonts trying to emulate this font itself avocado gothic and
you can find those entire families for free and i'm going to link some of them down below so the
sponsor of today's video heritage type has a great fun collection with a discount to satori viewers
there are five fonts with three different styles but also in the collection you can find
18 logo templates 30 handcrafted icons and 12 textured backgrounds within the collection itself
so when you're directed to the collection via the link down below
you can then test out the fonts with some dummy text as you can see here
so heritage type are giving you guys a 20 discount on the entire collection
and you can get that by applying the satori code which is satori 20 all in uppercase lettering
and you can do this when you head to the checkout via the link down below so yeah grab yourself
a great collection with heritage type so what are your opinions on avant-garde gothic and is
this something that you want to incorporate into your graphic design workflow click a
video on screen to learn more about typography until next time guys design your future today
peace you