Lubalin was an art director, graphic designer and typographer that was most active in the 1960s and 1970s.
Herb Lubalin designed many typefaces, but the one he is most famous for is Avant Garde, designed for the magazine. Herb Lubalin is also known for his logotypes, or as he called them ‘expressive typography’.
Lubalin was part of the founding team of the International Typeface Corporation.
Lubalin was known for his collaboration with Ralph Ginzburg on three of Ginzburg's magazines: Eros, Fact and Avant Garde.
Avant Garde Magazine 1967
Eros Magazine 1962
Fact Magazine 1965
Lubalin was inspired by the differences in interpretation you can get by changing from one typeface to another, or modifying type.
He had a liberal political approach to his work
He worked between the modernism of the 60s and the art deco revival of the 70s
He was a nonconformist and felt that a designer was an author in their own way
He rejected the rules of traditional typography to create type that was more expressive. He manipulated letterforms into type that became more than a medium for setting text; it became an image.
Type and logo
"typography can be as exciting as illustration and photography."