Herb Lubalin studied at the Cooper Union of New York and continued on to build a reputation of being one of the most influential designers of the late 20th Century. During his career he would take on the role of art director, in house designer, and would open his own company: Herb Lubalin Inc.
Lubalin’s reputation is very expansive. He boasts a large portfolio of logo designs, corporate branding, and others, but is primarily known for his innovative and groundbreaking word marks. Before this section of his career, he worked for the likes of Eros, Upper and Lowercase, and Avante Garde as an art director creating provocative and eye-catching cover works.
Overall, Lubalin’s career revolutionized the use of type. Instead of being a part of the image, he made type become the image. As seen with his inventive word marks, the type is the only thing that’s needed to tell the story, and he does so without using any illustration or additional visual material.
http://www.historygraphicdesign.com/the-age-of-information/the-new-york-school/681-herb-lubalin