![]() ![]() Though his career spanned five decades, Lubalin’s best work seems to inhabit a frozen moment, wedged between the corporate orthodoxy of 1960s Modernism and the Art Deco revival of the 1970s, a period of rich typographic eclecticism that endures and appeals to young designers today. Few designers set text in Lubalin’s ligature-rich Avant Garde with the energy and clarity its designer brought to the page. With a razor blade, he customised serifs, ascenders and descenders to his liking – some letters barely touching, others lovingly intertwined. Lubalin’s marker-pen comps on tracing paper were as decisive as finished artwork. ![]() Rarely have complex typographic arrangements been so unified. His methods were the stuff of legend – and none involved a sledgehammer. Herb Lubalin’s typography has been described as ‘smashed’, but nothing about his arrangement of letters on a page is violent or accidental. ![]()
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January 2023
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