I am new in this forum and it looks very interesting and a good way to learn from lovers/professional of this field.
In the company where I work, we use Futura font as the institutional font. Futura, that I love, is been the company font for ages, and now they decided to introduce the use of a further font, to be used in conjunction with Futura, this new font is going to be Avant Garde font, that I also like, nevertheless I personally think that using two fonts of the same class (geometric sans serif), is not a very wise choice...Can i have your opinions about it please?
Can’t remember its name.
I think that's the right approach if you're looking for something more vertically compact and small-size legible than Futura, but in the same vein. But Futura Maxi is pretty extreme. Here are some more moderate options: Moskau Grotesk, Montreal, Fenomen, Volte.
That said, it makes little sense for us to judge your company’s choice without knowing how it will be used and what your brand goals are. And TypeDrawers isn't really the place for type selection advice.
The font they are going to add is ITC Avant Garde Gothic std book apparently.
I think the intention of the company is to recall the glorious times of the 80's where the company logo was based on the Avant Garde font.
My concern is just that when I wll need to use both the fonts in the same document, the differences between the two will be not recognisable enough, ending up looking as a sort of mistakes or oversight, if you know what I mean?
If the choice was using futura+Scala for example, or another more 'different' font, I would understand better the choice, it would be less misleading for me...but maybe I am wrong.
Thanks for your opinions.
I also use it for running long text, and since a while for I-pad documents as well.
This sounds like "I like Avant Garde" with no further considerations., but to approach reconsideration maybe showing those involved some other project's typographic manual with clearly defined roles for each typographic element?
By the way, hello... My first post here. You people are amazing!
While I'm not a fan of Avant Garde myself, I can see why people would like to use it in display settings. In text settings, though, it ought to be a crime even worse than Apple's use of skinny Helvetica for UI settings.