Maria Barmettler Graphic Design 1 Fall 2015
BACKGROUND Herb Lubalin was a celebrated 20th century American graphic designer. Born March 17, 1918 in New York. At 17 he went to Cooper Union and studied the fundamentals of typography.
Graduated in 1939. Found work at Reiss Adversiting for some time. Next he worked at Sudler & Hennessey where he became a practitioner of a wide range of skills. He attracted talent from multidiscipline: design, typorgraphy, and photography, to the firm.
Worked at S&H for two decades before creating his own design firm in 1964: Herb Lubalin, Inc. Several projects: poster designing, magazine designing, and packaging and identity solutions.
MAGAZINE WORK Recognized for his work with Ralph Ginzburg. Lubalin did design work for him on three different magazines: Eros, Fact, and Avant Garde. However, the Eros and Fact magazines were immediately folded. Ginzburg was convicted in 1963 for violating U.S. obscenity laws.
Eros was a magazine dedicated to beauty and merging a sense sexuality in the borgeoning counterculter. Large format with no advertisement throughout it. Lubalin’s design for the magazine was considered excellent for its kind. However, Ginzburg was convicted in 1963, it immediately folded.
Fact was a magazine that had spiced up issues instead of sugar-coated pieces. Lasted from 1964 till 1967. Lubalin applied an elagant design to the magazine with minimalist palette, based on dynamic serified typography and exquisite illustrations. Despite the great reviews Fact had, it followed the lead of its predecessor and folded. This was due to a publication of an article on the Republican presedential candidate Barry Goldwater. Goldwater sued the magazine and put it out of business.
Avant Garde was the third try- was created and became a huge hit. It was so popular it developed an entire font set from it called Avant Garde Gothic. This was a combination of two letters into one type element. It was one of the most popular typefaces of the era.
INTERNATIONAL TYPEFACE CORPORATION In 1970, with the help of Aaron Burns and Edward Ronthaler, Lubalin created the International Typeface Corporation (ITC). This was the worlds first type foundries that had no history in hot metal type design. This was an age of photosetting. Replacing hot type with coldtype meant that a new library of modern fonts could be developed. Type forms could be manipulated in ways that were extremely difficult with metal casting.
Font families by Lubalin: ITC Avant Garde Gothic ITC Lubalin Graph ITC Ronda ITC Serif Gothic He became idendified with graphic clarity and simplificty. “Typography is a servant- the servant of thought and long wage to which it gives visible existence.� - Lubalin
LOGOS Famous logos created by Lubalin included Mother & Child, L’eggs, the World Trade Center, and several more.
POSTER DESIGN
U&Ic. In 1973 he became editor and art director of ITC quarterly in-house publication called U&Ic. In 1972 he taught Graphic Deisgn at Correl Univiersity. In 1976 he went back to Cooper Union where he started, and stayed there until he passed on May 24th at New York University. Hospital.
ACHIEVEMENTS Herb Lubalin received several awards indlucing: -Seven Gold Medals from the Art Directors Club -Art Director of the Year Award from National Security -A Clio -Two honors from the Cooper Union -The Augustus St. Gaudens Medal -The Award for Professional Achievement
REFRENECES http://www.designishistory.com/1960/herb-lubalin/ http://www.aiga.org/medalist-herblubalin/ http://fontnotes.com/herb-lubalin-2/ http://www.linotype.com/483-12333/works-and-samples.html http://www.thinkingforaliving.org/archives/147 https://www.myfonts.com/person/Herb_Lubalin/ http://www.printmag.com/typography/herb-lubalin-worktypogrpahy/