![]() ![]() ![]() ![]() He was a prodigious worker, concerned about the progress of graphic design on all fronts. For Eros, a now-defunct magazine that had a more sensuous content, he used flashy layouts and strikingly elaborate graphics. Lubalin put the stress on bold headlines and graphic simplicity. In redesigning The New Leader, a political magazine started in 1923, Mr. He felt that graphic designers went astray when they were carried away with smart designs that submerged the copy. The key objective in redesigning a newspaper or magazine, he believed, was to fortify and help interpret the editorial material. ![]() Lubalin created designs for widely divergent publications, redesigning such periodicals as The Saturday Evening Post, The New Leader, Reader's Digest and Eros. ''The guys who can explain are the ones who can't do them too well.'' From Reader's Digest to Eros ''You can't say why you do these things - sort of a subconscious thing that a good art director does,'' he said. ''But you can't do a great ad without good typography.'' But when he was asked how he selected the right type and placed it just the right way to get the right message across, Mr. ''You can do a good ad without good typography,'' he once said. Lubalin was emphatic about the need for good typography to get a message across whether it was editorial matter, advertising or even a gum wrapper. ITC Lubalin Graph is a good choice to convey both practicality and friendliness, as well as a bygone adventurous era in typography.Although soft-spoken, Mr. These designs have been used to communicate on behalf of brands like PBS and IBM, which may have leaned on this slightly playful typeface to distance their brands from too-corporate or too-technical identities. In 1992, Helga Jörgenson and Sigrid Engelmann added condensed weights with small caps and Old style figures to the ITC Lubalin Graph family. ITC Lubalin Graph has a strong and open look with its solid serifs, open counters, and tall x-height. Just as wildly illustrative and with the same cheerful disposition as its predecessor, this distinctive typeface evokes the tenor of New York City in the ’70s, when free speech and anti-censorship movements gained momentum in the aftermath of the Vietnam War.ĭesigned by Lubalin and drawn by Tony DiSpigna and Joe Sundwall, this slab serif companion to the ITC Avant Garde design maintains the geometric skeletons of its predecessor but modifies its shapes to include big square and rectangular serifs. In 1974, four years after pioneering American type designer Herb Lubalin debuted his ITC Avant Garde® typeface in the logo and headline for Ralph Ginzburg’s envelope-pushing Avant Garde magazine, he introduced its Egyptian cousin, ITC Lubalin Graph®. ![]()
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February 2023
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