Avenir Avenir

8/14/2019 Avenir Avenir

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This Monkeys Gone to Heaven I

Text by Elliott Earls

Designer/Editor

Avenir A

venir


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Table of Contents

5. comparesAvenirtosimilartypefaces

6. showcasesobliquevariations

7. exhibitssmalltitles

8/9. demonstrateslineweightvariations

10/11. displaysparagraphsettings

12. experimentswithalignment

13. mimicksabookdisplay

14. illustratesglyphs

15. featuresextendedparagraphsettings16. colophon


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Avenir Vs. Other Fonts

Futura Light Helvetica Light

Aa

Bb

Cc

Dd

Ee

Ff

Gg

Frutiger 45 Light

Aa

Bb

Cc

Dd

Ee

Ff

Gg

Aa

Bb

Cc

Dd

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Ff

Gg

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Avenir 35 Light


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How do you design letterforms?






35 Light Oblique

45 Book Oblique

55 Roman Oblique

65 Medium Oblique

85 Heavy Oblique

95 Black Oblique


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It is in traditional gure drawingstudio classes that one learns how to

To be successful in this process, one learns

that the mind must be quieted.

Thehandandtheretinamustmoveinsymbioticlockstepastheyboth

tracethephysicalline.Itsthroughthisprocessthatonecanlearntotrust

notthemind,buttheRETINA.

85 Heavy 24 pt.

45 Book 18 pt.

85 Heavy Oblique 26 pt.

55 Roman 15 pt.35 light 10 pt.65 Medium Oblique 12 pt.

55 Roman 12 pt.

lock themovement ofthe retina to

themovementofthehand.


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feelnotmagically,

igorousapplicatio

sivelyformalextra

35 Light

45 Book

55 Roman

65 Medium

85 Heavy

95 Black

rioritiesandbalan

tuponthearduou

How do you design letterforms

Kick it old skool style.

Drawthembig,witharulingp

Focus on the serifs or the term

Dont so much understand ho

experience how a letter is dr


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atonedevelopsa

ools,butthrough

ry,thetermexclu

allyaquestionof

nindividualsetsonandPlaka,andsomeProWhite.

ination of the character.

a letter is drawn:

wn.

I h ld h h h bl


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I oten ound mygazetransfxed, nay

locked, upon theupper eyelid o a

typical brunette with

brown eyes.

I should point out that these women wore heavy blueeyeshadow, regardless of their complexion or eye color.Because at that historical moment it was an establishedscientic fact that if one wore enough blue eyeshadow, theeye would look blue!45 Book 14/17

95 Black 18/22

Something

was horriblywrong here!

95 Black Oblique 30/35

The clash of color. The slavish

adherence to dress code

at the obvious expense of

personal dignity. The spurious

andquestioning folklore or

weird science underpinning

it all.35 Light Oblique 14/20


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It was the 80s.

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95 Black 36 pt.

If we look at Blue Eyeshadow, forinstance, its important to rst point outthe origin of the name. For to name it

is to claim it. Needless to say, in 1984,in ohio, we wore mullets withouta hintof irony. We thought we were toughand new wave, and we thought thechicks would dig it. Yeah, the chicks.

It was all about the girlies. And letme assure you, they had an equallydistorted and perverse interpersonalaesthetic. It was the 80s. The guys hadmullets or boy hair, and the girlswore tons of foundation, white lipstick,and blue eyeshadow.


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Im not suggesting that one develops a feel magically,or through attendance at the nest schools, but through

rigorous application, and through working damnhard at aquiring a set of very concrete skills, then

forgetting them.45 Book Oblique 18/18

45 Book 14/18

+ ^


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