HERB LUBALIN
I was a graphic design student at Boston University from 1994-1998. It was an interesting time to be studying design because the 90s were really still the early days of the computer/digital age. Computer use was secondary to working by hand - we basically had to teach ourselves how to use a Mac and all of the design software. We were still taught all the old school methods of creating designs - a lot of cutting, pasting and drawing on tracing paper. At BU, graphic design students had two years of fine arts training then you would concentrate solely on your major. My work study job all four years was supervisor of the photolab. Mostly, I just poured a lot of darkroom chemicals. I wonder if colleges still even have darkrooms anymore?
Anyway, what I’m getting at is it seemed a time where the graphic designer’s thinking skills were surpassed by the need for digital expertise. And in retrospect - I’m glad my old school was so old school!
It was during this time that I discovered the work of Herb Lubalin. I came across an out of print copy of his 1985 monograph by Gertrude Snyder and Alan Peckolick at Boston Book Annex and got it for a steal. Lubalin’s work was such a big departure from the minimalistic Swiss style that my design professors were drilling into us. I don’t think I ever pored over a book with more fascination. It is still one of my most prized possessions and a source of inspiration I have returned to over and over again.
Herb Lubalin was one of the pioneers of truly expressive graphic design. In his 40 year career (roughly from 1940-1980) text and image became merged in completely new ways. He was enthralled by the look and sound of words and what visceral feelings they could convey, describing himself as a ‘conceptual typographer’. Lubalin’s vast body of work included logos, posters, editorial design, advertising, typeface design, and promotional pieces.
In Lubalin’s studio he stood out for hiring quite a few women designers at a time when not many did. And despite his notoriety, he would take on lesser-known clients because the projects spoke to him.
I’m sharing just a few of my favorite Herb Lubalin designs here.
Last year to mark what would have been Lubalin’s 100th birthday, The Herb Lubalin Study Center at Cooper Union created a 100 day online retrospective to celebrate his legacy. Definitely check it out to get a really in-depth look at his life and work. http://lubalin100.com/
