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Mark,

On the other hand, Avant Garde Gothic is one of the worst fonts for text use, including (and perhaps, especially, catalogs). Let me explain...

1. It is a space hog -- it has a poor character count
2. It is not particularly readable -- it was a forced solution (see #5, below)
3. There are far better choices for sans serif fonts suitable for a catalog
4. In specific situations, it can be OK for heads
5. By far, the best use of the font, in my opinion, goes back to the late 1960s/early 1970s in its use as the logotype for an art periodical called (logically enough) "Avant Garde". The logo was designed by Herb Lubalin, and it contained many untraditional and clever ligatures, beautifully realized. See: <http://en.wikipedia.org/wiki/Avant_Garde_Magazine>

The typeface was originally intended primarily for use in logos: the first version consisted solely of 26 capital letters. The full text font that evolved from this is just not successful.

Neil