Herb Lubalin: Typographer

Herb Lubalin is a worldwide known typographer, designer, and teacher who has contributed many forms of typefaces to the typography world. He has never seen himself as a typographer because he felt that there was a beauty in the design of letters and numbers that qualified them to be seen as a work of art in their own accord. Lubalin stated once that, “What I do is not really typography, which I think of as an essentially mechanical means of putting characters down on a page. It's designing with letters. Since you've got to put a name on things to make them memorable, 'typographics' is as good a name for what I do as any (AIGA).”
Herb Lubalin was born Herbert Frederick on March 17, 1918 in New York. He was the president of a company in which …show more content…
Lubalin used his knowledge of type design to create unique layouts of the pages inside the magazines in order to grab the reader’s attention by drawing them into the originality of the page designs. The success of the Avant Garde magazine logo inspired Lubalin to produce an entire ITC Avant Garde typeface. “ITC Avant Garde typeface is one of his creations and it is mostly known for being a revision of art-deco (Designers).” Lubalin’s work can be seen in many advertisements still today. You can see some of his typefaces in some ads from companies like Mountain Dew, Visa Check Card, and Pepsi Cola to name a few. He also created the logo for The Sound of Music, used on a souvenir brochure for the movie. His typeface help brings forth the feeling of what the ad’s message is about. He focused on his use of typefaces as an extension of the design. It was as enhancement on how the message could be better received by the viewer. “Herbs’ work focused on meaning and how information was communicated and presented (Press).” He continued to explore the many ways typography could be improved and used as a part of the art instead of a separate