Herb Lubalin born 1918-1981 is a very interesting artist to me. To start off, he didn’t like being called a “typographer”. This shows what type of person he is. He originated a style that wasn’t seen back in the day too often. He used a very cube-like technique where it was all stacked on top of each other neatly like a cube. The fonts he used were big and bold which related to the type of techniques and fonts that I use in my works. The strong letters make the quote or whatever he is trying to say more active and gives it life in a way.It is not sad and small.He not only plays with type but tries to give the letters emotion.He left New York’s Cooper union to become a advertising art director.
He designed alphabets throughout his career, but is known for a very recognizable font known as “Avant Garde”. He had originated the fonts of the future. The way he played around with the weight and boldness of his letters represented a part of him that he wanted to state what he was saying. He claims he “only put words down on a page” which as we can see, he did a great job. The feeling of smoothness and peacefulness of his letters flow smoothly and is so simple, yet so accurate and perfect placed. I think his technique is great and holds a lot of detail in his simplicity.