Herb Lubain, was an American typographer and graphic designer, born in New York in 1918. At the age of seventeen, he attended the Cooper Union School. Afterward, he started working as a creative director for different agencies until he finally created his own studio when he was 46 years old. He also became one of the founders of the International Typeface Corporation (a type manufacturer company) and the art director of Upper and Lower Case, which was the magazine of this company.
His innovative ideas rejected the traditional style; he wanted to use type in ways that hadn’t been seen before and explore all the new possibilities that came with the recently developed system of phototypesetting.
Between his highlights as a designer, we could mention the creation of the ITC Avant Garde typeface, and being the editorial designer responsible for the Saturday Evening Post, Eros, and Avant Garde magazines.
I enjoy looking at his pieces because they are expressive, and each one of them uses typeface in a completely different way and thus manages to evoke different sensations. This catches my attention and interests me a lot, since I want to learn more about using typography creatively in my designs.
