Avant garde Quote by Stephen Coles
““Key traits are a large x-height, strict geometry, and the infamous leaning letters and ligatures that allow extra tight fitting words. These glyphs are often abused, leading Ed Benguiat to famously declare, “The only place Avant Garde looks good is in the words ‘Avant Garde.””
About This Quote
Source Article: Font Design Trends, 2015
The quote describes distinctive features of Avant Garde typeface and warns about its overuse, especially in its own name.
In simple terms: Avant Garde has a tall x‑height, strict geometry, and slanted letters that can look cramped.
Key Takeaway
Use Avant Garde sparingly and avoid self‑referential branding.
Themes
typography
design
branding
Mood
cautious
critical
Type
observational
advisory
When to use this quote
- logo design
- advertising
- editorial layouts
- website headers
- product packaging
Key Concepts
x‑height
geometry
ligatures
visual hierarchy
Questions to Reflect On
- When does a distinctive font enhance versus distract?
- How can you balance uniqueness with readability?
A Different Perspective
Overuse can make text unreadable and appear gimmicky.
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