Herb Lubalin
1918–1981 | BORN: Brooklyn, New York | EDUCATION: The Cooper Union
Mastered expressive typography and type as image
Rejected rational modernism
Established an influential type foundry
Although he is celebrated for his lively type, Herb Lubalin didn’t consider himself a typographer; the term felt too mechanical. Instead, he said, he designed with letters. He rejected the rules of traditional typography and the rigors of modernism to create type that was more expressive. He manipulated letterforms, incorporated flourishes, and added a dose of humor. Type became more than a medium for setting text; type became image.
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