Herb Lubalin claimed not to be a great typographer. ‘In fact,’ he said, ‘I’m terrible, because I don’t follow the rules.’ This new book proves the opposite. On every page it features Lubalin’s typographic genius (logos, layouts, lettering and typefaces), and places him at the forefront of 20th century typographic innovation.

He even had names for what he did: he described it as ‘graphic expressionism’ or ‘conceptual typography’. Using his ability to adapt, merge and create new typographic forms, he was able to enhance and amplify meaning in ways that hadn’t been seen before.

This book is the third title about Lubalin's work published by Unit Editions; this volume focuses solely on Lubalin's typography. It comes with new texts and new photography, and is accompanied by previously unpublished material.

Author: Adrian Shaughnessy

Editors: Adrian Shaughnessy and Tony Brook

Designed by Spin
Designer: Rachel Dalton

Published by Unit Editions, 2016

208 pages, 6.625 × 9.75 in.
[13.7 oz]

ISBN: 978-0-9932316-5-0