Calvin Klein’s branding is synonymous with minimalism, sophistication, and modernity. Known for its clean lines, monochromatic color palette, and bold, simple logo, the brand exudes a sense of understated luxury. Calvin Klein’s advertising campaigns often feature iconic black-and-white photography and provocative imagery, which have become signature elements of its identity. The brand’s focus on sleek, timeless designs appeals to a broad audience, embodying a cool, effortless style that transcends trends. By consistently delivering high-quality products in fashion, underwear, fragrance, and home goods, Calvin Klein has established itself as a symbol of contemporary elegance and chic, minimalist aesthetics.
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ITC Avant Garde® Gothic
Designed by Edward Benguiat, André Gürtler, Herb Lubalin, Tom Carnase, Erich Gschwind, Christian Mengelt. ITC Avant Garde Gothic is a font family based on the logo font used in the Avant Garde magazine. Herb Lubalin devised the logo concept and its companion headline typeface, then he and Tom Carnase, a partner in Lubalin’s design firm, worked together to transform the idea into a full-fledged typeface. The condensed fonts were drawn by Ed Benguiat in 1974, and the obliques were designed by André Gürtler, Erich Gschwind and Christian Mengelt in 1977. The original designs include one version for setting headlines and one for text copy. However, in the initial digitization, only the text design was chosen, and the ligatures and alternate characters were not included. The font family consists of 5 weights (4 for condensed), with complementary obliques for widest width fonts. When ITC released the OpenType version of the font, the original 33 alternate characters and ligatures, plus extra characters were included.
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