leong_Chris.Field Trip Lubalin Center

https://multimediaman.wordpress.com/2013/09/11/herb-lubalin-1918-1981/Herb Lubalin biography:

Born in New York City on March 17, 1918 Herb Lubalin is one of most influential typography artists in history. Herb graduated in 1939 and first worked as a freelance designer and typographer. Companies he worked for after his graduation in 1939 included Deutsch & Shea, Fairchild Publications, Reiss Advertising and Sudler & Hennessey. In 1952, Herb won a New York Art Directors Club Gold Medal as creative director at Sudler & Hennessey, the first of hundreds of awards he would receive during his career. Herb established a handful of graphic design businesses during his time and worked on three of groundbreaking magazines that made him successful: Eros (1962), Fact: (January 1964–August 1967) and Avant Garde. During that time he made famou publications like the nameplate for “Mother & Child,” logo for L’eggs, and the logo for the World Trade Center. 1972, Lubalin taught graphic design at Cornell University and at Cooper Union until his death on 1981.

Fact magazine covers:

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The Coca-Cola cover is daring as an attack like this feels very ahead of its time. Interestingly, that same year Coca-Cola was a client of Lubalin’s, who hired him to design the packaging for a new soft-drink called Sprite. Two brave men, two very brave covers.

Fact magazine backstory:

  • Brainchild of Ralph Ginzburg after his convitions for publishing transgressions, fact magazine was formed as his response to his conviction. Herb Lubalin was the art Director of the magazine and focused more on a blunt, “economical” art style. Lubalin stuck to small black and white format while the inside layout was a simple, quiet, two-column grid of Times Roman. The logo itself is based on Caslon 540—with the ‘f’ slightly modified to mimic the ‘t’ while the best part of the logo was the use of the colon; because the colon convinced people to read the headline after the title. The title was followed by a bold, blunt headline/ statement. The magazine gave up a bold, blunt, smart, but simple attitude with minimal detail.
  • On a different note, if I wanted to design the logo differently, I would make the text more illustrative than just shaving off the f to look like a T. If I was daring enough I would have made the headliners illustrative too like creating silhouettes from the text for example.

Post field trip post:


This Piece is the cover for a creative advertising magazine by Lubalin. I can relate to this because of how it tries to play with the letterforms to create an illustrative piece/ graphic. The pice successfully portrays how an S and an H can by used to look like a money symbol while the maintaining both of the letterform’s identities. The cover also portrays the company it is advertising for is a blunt, but informative manner.

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