Loud Major is the portfolio of visual communicator Victor Jönsson
36 days of type • 2020
These letters and numbers are based on my favorite typeface Avant Garde Gothic Bold and were designed 2 march – 8 april, 2O2O. It’s a tribute to its designers Herb Lubalin and Tom Carnase, and also part of the 7th edition of 36 Days of Type.
Avant Garde was the first true typographic love of my life, and is still my number one. Why you ask? Because when I look at it in well made designs and compositions, it makes me feel good, at peace, and a small remembrance where my interest in typefaces all started. Type is about to have fun (something my font snob mind tend to forget from time to time), so I decided to dissect Avant Garde Gothic Bold and put the pieces on sprues (like the ones for model ships, planes etc) to make a wink to not only my playful side as a designer.
The illustration at the bottom is an ampersand in Avant Garde Gothic Bold. It was made one day after the main event had ended, when the hosts of the event invited artist to make their own interpretation of this very particular and beloved symbol. I wanted to include my ampersand in my Avant Garde Gothic tribute, but I also felt that I had to take a brake from the graphic model kit design. I wanted to draw and kind of design my own thing. The solution? An ampersand covered with sheets where the folds became some kind of new design, but at the same time preserving Tom Carnase's original design underneath.
The 3D concept model is made with help from friend and graphic designer Yohan Lindunger.