This resulted in some truly unique use of typography that had not been seen before, and would set new trends for emerging designers. Herb Lubalin has a number of influential typographic works attributed to his name and is responsible for designing the Avant Garde typeface. Along with a number of popular logos, he is also responsible for admired poster designs and avant garde pieces.
His favorite work which is also one of his most widely recognized is a prime example of this. Over the years, he developed a simple and direct approach to design that used letterforms with innovation and distinction. This alone was a major accomplishment because Lubalin showed no signs of being a design success. In his entrance exam, he earned the very minimum acceptable score— Additionally, he was colorblind. Nevertheless, his talent and drive must have been obvious to many of his early employers because he became an art director by , only two years after graduation.
However, following an obscenity case filed by the US Postal Service against the magazine it immediately folded. In response to the treatment Eros received, Ginzburg and Lubalin launched a second magazine, Fact. Lubalin applied an elegant design to the magazine with minimalist palette, based on dynamic serifed typography and exquisite illustrations.
Notwithstanding the fact that the magazine received great reviews, it followed the lead of its predecessor and folded. Goldwater sued the magazine repeatedly and put it out of business eventually. However, Lubalin and Ginzburg stayed undeterred by demise of one magazine as they released another one by the name Avant Garde.
But what they cannot teach is a feeling for inventiveness, a dedication to perfection, and how to remain alert to the sudden excitement of a better idea. Lubalin owns these unique traits. His eye and his ear are unerring. His is a dexterity that combines humor with an absolute mastery of subtle details creating a new legibility, a new logic, and a new elegance in mass communication.
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