April Evans GD Studio I Prof. Erdeljon October 3, 2014

Herb Lubalin

Herb Lubalin is well known for his typographic influence. He constantly stepped out side the box breaking all barriers on both a visual and social level. Thus creating iconic typography and setting trends through out his career. Lubalin was born in 1918 as the younger of fraternal twin boys. His mother was German and his Father was Russian. They were a household of artists and always encouraged creative openness. Although Lubalin was not originally inspired by art in high school his poor grades and family financial status narrowed his options for college. As a result he applied to a free art school, Cooper Union. After his acceptance, Lubalin continued to perform poorly until he reached a turning point. Calligraphy.

He scored the highest in his class giving him the confidence needed to succeed.

Lubalin began his career as a freelance designer and in 1945 became art director for

Sudler & Hennessy. He was said to be a wonderful person to work for. “Herb’s laidback manner encouraged superb teamwork.”1 As Sudler & Hennessy grew so did the Lubalin’s responsibilities but he never seemed overwhelmed or stressed. His character was of one ''who churns out mountains of work without ever looking ruffled, frantic or hurried.”2 In 1964 he departed with

Sudler & Hennessy and founded Herbert Lubalin Inc. where he carried out his freedom of expression. Lubalin liked, “playing games with language and blissfully ignoring classical canons

1Gertrude Synder and Alan Peckolick. Herb Lubalin: Art Director, Graphic Designer, And Typographer. (New York: American Showcase: U.S. & Canadian distribution, R. Silver Associates, c1985), 15 2 Bird, David. "Herb Lubalin, Graphic Designers For Publications and Advertising." New York Times, May 26, 1981.

1 of legibility and ‘good’ form.”3 In 1968 he designed Eros and Avant Garde magazines and later cofounded the International Typeface Corporation—ITC. In late 1969 the ITC became the biggest type foundries in the world influencing all typographers and graphic designers worldwide. In 1970 he gave birth to the famous ITC Avant Garde Gothic typeface—one of the most influential typefaces of the twentieth century.4 To publicize ITC’s ware, they launched the publication U&lc in 1973.5 Upper and Lower case was considered to be the most influential international typographic journal. Throughout his career Lubalin demonstrated the flexibility of type exploring every angles, manipulating it and when it lie still, he redesigned it.6 He continuously broke tradition being driven by new discoveries. “U&lc spanned a unique era in the development of typography, from metal to photo to digital.”7 It enabled him to develop new forms of communication in type. “His constant search for something new and a passion for inventiveness made him one of the most successful art directors of the 20th century.”8

Lubalin was a soft spoken man with a passion to communicate through letter forms. He felt that words could speak beyond their literal meaning. “He put his ideas down simultaneously, like a stream-of-consciousness designing.”9 Lubalin always knew what he wanted. He was influenced by social and political issues and regularly incorporated it into his work. “He was never radical, but a progressive liberal at a time when such sympathies were undoubtedly ‘bad for buisness’.”10 There was nothing that Lubalin could not accomplish. He was considered the

3 Lupton, Ellen. "The Herb Lubalin Study Center, New York." Journal of Design History (Oxford University Press on behalf of Design History Society) 5, no. 1 (1992), 92 4 Consuegera, David. Classic Typefaces: American Type and Type Designers. (New York: Allworth Press, 2011), 186 5 Drucker, Johanna And Emily McVarish. Graphic Design History: A Critical Guide. (Boston: Pearson, 2013), 282 6 Synder and Peckolick, 12 7 Shapiro, Ellen. Looking Back: Working with Herb Lubalin on U&lc. July 29, 2013. http://www.printmag.com/typography/herb-lubalin-work-typogrpahy/ 8 “Herb Lubalin.” AIGA: Art Directors Club, http://www.designishistory.com/1960/herb-lubalin/ 9 Synder and Peckolick, 14 10 Shaughnessy, Adrian. "Rethinking Lubalin." Eye (0960779X) 21, no. 83 (Spring 2012), 53

2 Jack-of-all-trades in his approach. “A lot of that history, at least in the graphic arts, had been written—and designed—by Herb Lubalin.”11 He has been a great influence to those of his time and his influence has only grown larger in present day. His typeface Avant Garde has been interpreted as art deco and continues to affect modern day design. “23 designers and typographers who either directly reference the work of Lubalin, or, as he says, “share a kind of formal kinship”12 exhibited their work in December of 2009. Many contemporary designers who have been influenced by Herb Lubalin include, Alexander Tochilovsky, Matteo Bologna,

Gatta Justin Thomas, Kay Matt and Tony Brook Kevin. “His designs hit the bull’s eye of a target with that deceptive ease… and he has an uncanny sense for the impact of words.”13

Lubalin had the ability to inspire while maintaining relevance. In a 2013 article “Herb

Lubalin—Sex, Politics and Typographics!” writer Cindiana recalls her college days where she eagerly awaited each new issue of U&lc. “Those beautiful newsprint samples showcased inspirational typographic design with interesting and relevant content.”14 There are other cotemporary designs that are not only influence by Lubalin but also emulate his work almost exactly. A blog posted in 2011 discusses influence versus right out copying a designer’s work.

The title itself claims that “Herb Luablin called, he wants his typography back.” A new tech company, The Verge, was emerging with the reputation of having the most current tech information out there. But their logo implies quite the opposite. They created Lubalin’s almost exact typography from a 1978 spread. They were criticized “not just about what that technology

11 Brown, David R. Herb Lubalin. 1981. http://www.aiga.org/medalist-herblubalin/ 12 "The Influential Mr. Lubalin." Creative Review 29, no. 12 (December 2009), 30. 13 Herb Lubalin. 1977. http://adcglobal.org/hall-of-fame/herb-lubalin/ 14 Cindiana. Herb Luablin-Sex, Politics, and Typographics! February 10, 2013. http://meetinghouse.co/2013/02/10/inspiration-herb-lubalin/

3 means now, but what it means up ahead” but its logo is all about what already has been.”15

Lubalin’s innovated designs has inspired, affected, and shape what graphic design is today.

“Despite the fact that he passed away over 30 years ago in May 1981, Herb Lubalin’s shadow still looms large over modern typography.”16 Even if it brings companies like The Verge bad press.

Herb Lubalin is recognized as the icon in typographic history. He periodically broke boundaries stepping into untouched territories on both a visual and social level. His encouraged freedom to experiment in the unknown as a child enabled him to manipulate design into something the world had never seen before. Thus creating iconic typography and setting trends through out his career.

15 Armin. Herb Lubalin called, He Wants His Typography Back. July 20, 2011. http://www.underconsideration.com/brandnew/archives/herb_lubalin_called_he_wants_his_typography_back.php#. VCTklxbZWf8 16 Adrian, Simon and. Herb Lubalin - Typographer Extaordinaire. 2014. http://www.voicesofeastanglia.com/2012/09/herb-lubalin-typographer-extraordinaire.html

4 Bibliography

Consuegera, David. Classic Typefaces: American Type and Type Designers. New York: Allworth Press, 2011.

David Consuegra provides short biography of classic typefaces and the designers associated with them. In particular to Herb Lubalin, a well organize break down of the timeframe in which Lubalin worked and was most influential.

Drucker, Johanna And Emily McVarish. Graphic Design History: A Critical Guide. Boston: Pearson, 2013.

Johanna Drucker and Emily McVarish describe the entailed history on graphic design to enable the readers’ insight into the graphic design world. The specifics of Herb Lubalin’s artwork was incorporated with other designers who impacted social and political issues.

Gertrude Synder and Alan Peckolick. Herb Lubalin: Art Director, Graphic Designer, And Typographer. New York: American Showcase: U.S. & Canadian distribution, R. Silver Associates, c1985.

This biography of Herb Lubalin’s life goes into detail of his childhood into his last years. Synder and Peckolick enables the reader to learn Lubalin’s personality and way of life. Lubalin had a passion for his work where his work became his life.

"The Influential Mr. Lubalin." Creative Review 29, no. 12 (December 2009): 30. Art Source, EBSCOhost (accessed September 25, 2014).

The creative review discusses the influence has on contemporary designers of today. Additionally, the accessibility to Lubalin’s work is discussed and where his work has been feature along side contemporary designers.

Shaughnessy, Adrian. "Rethinking Lubalin." Eye (0960779X) 21, no. 83 (Spring2012 2012): 50-53. Art Source, EBSCOhost (accessed September 25, 2014).

Adrian Shaughnessy explains that as a beginner designer in the 70s he knew that he must watch Lubalin’s work closely. Lubalin’s work was considered a reference for modern design. He quickly altered his views and began studying younger designers for influence. But the article focuses on his change of heart and realization to the impact Lubalin had on the graphic and communication world.

Lupton, Ellen. "The Herb Luablin Study Canter, New York." Journal of Design History (Oxford University Press on Behalf of Design History of Society) 5, no. 1 (1992): 91-93. HYPERLINK "http://www.jstor.org/stable/1315854" http://www.jstor.org/stable/1315854

Friends, family, and admirers of Herb Lubalin founded the Herb Lubalin Study Center of Design and Typography. It conserves his work as well as exhibits it. The foundation also provides seminars on the history of Lubalin. Additionally it explores the design studies including the design theory, history and period styles.

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Bird, David. "Herb Lubalin, Graphic Designers For Publications and Advertising." New York Times, May 26, 1981. http://www.yellowpages.ca/bus/New-Brunswick/Moncton/MacArthur-s-Paving- Construction-Co-Inc/991422.html} (accessed October 1, 2014).

The New York Times posted this article in memory of Herb Lubalin shortly after his death. It summarizes his life accomplishments and the significance his work had in the history of graphic design.

Armin. Herb Lubalin called, He Wants His Typography Back. July 20, 2011. http://www.underconsideration.com/brandnew/archives/herb_lubalin_called_he_wants_his_ty pography_back.php#.VCTklxbZWf8

The Verge, a new tech company claiming to have the most current tech information out there, is criticized in this review to have taken the influence of Herb Lubalin into an almost exact replica of his typography in a 1978 layout. It captures the influence that Lubalin continues to have on modern day designs.

Adrian, Simon and. Herb Lubalin - Typographer Extaordinaire. 2014. http://www.voicesofeastanglia.com/2012/09/herb-lubalin-typographer- extraordinaire.html (accessed Septmember 27, 2014).

This article comes from a website dedicated to vintage pop culture. It provides a small biography on Herb Lubalin’s accomplishments and shares examples of his work. It begins by stating the impact that Lubalin still has today despite his passing 30 years ago.

Shapiro, Ellen. Looking Back: Working with Herb Lubalin on U&lc. July 29, 2013. http://www.printmag.com/typography/herb-lubalin-work-typogrpahy/ (accessed September 27, 2014).

Ellen Shapiro takes us back into what it was like to work with Herb Lubalin on U&lc. Veterans of U&lc speak about Lubalin’s easygoing character and the impact the publication had on the development of typography.

AIGA Art Directors Club. Herb Lubalin. http://www.designishistory.com/1960/herb-lubalin/ (accessed September 27, 2014).

The design history website informs us with a brief history of Herb Lubalin’s life and it focuses on the main points of his career and beginnings. Additionally, it explains the impact his work had on the 60s and 70s.

Brown, David R. Herb Lubalin. 1981. http://www.aiga.org/medalist-herblubalin/ (accessed September 27, 2014).

David Brown informs us specifically of Herb Lubalin’s AIGA award history. He captures the magnitude of Lubalin's work and the impact his “boundary breaking” designs had on generations of designers from the past to modern day.

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Herb Lubalin. 1977. http://adcglobal.org/hall-of-fame/herb-lubalin/ (accessed September 27, 2014).

The ADC website provides biographical content of Herb Lubalin as it was given in 1977. His award history is described in addition to his many positions and contributions to the graphic design world.

Cindiana. Herb Luablin-Sex, Politics, and Typographics! February 10, 2013. http://meetinghouse.co/2013/02/10/inspiration-herb-lubalin/ (accessed September 27, 2014).

Cindiana explains her personal experience of the impact of Herb Lubalin’s work had on her during her college days as well as society during the late 80s. She speaks highly of him and informs us of his accomplishments in a lighthearted manner. Furthermore, she provides a biography including many examples of his work.

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