Why did he do this? In part because he could – these were typographic capabilities never before possible prior to the arrival of phototypesetting, the ‘revolutionary’ typesetting technology that changed everything. Lubalin handled type in an illustrative, expressive way, often by employing type as graphic elements or by creating typographic puns. His work incorporated tight letter-and-line spacing, extreme kerning with acute attention to every typographic detail, and the overall use of type in ways never before seen. Herb Lubalin (1918–1981) was a brilliant, innovative, gutsy New York designer whose groundbreaking and adventurous use of type influenced designers around the globe. One influential designer not to be overlooked is Herb Lubalin (Loob- a-lin), who was one of the most prominent figures in typography and type-centric design in the 1960s and 1970s. An important aspect in the education of a designer is learning about those who came before.
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