The graphic designer which I think should be in our textbook Graphic Design: A New History(2edition) is Herb Lubalin.
Herb Lubalin is an American graphic designer who born in 1918, New York (“Herb Lubalin: Biography, Designs and Facts”). He gets known by making design work for Ralph Ginzburg’s succession of magazines Eros, Fact and Avant Garde as a graphic designer(“Herb Lubalin: Biography, Designs and Facts”). The magazine “Eros” get folded after an obscenity case which filed by the US Postal Service and the second magazine; “Fact”, which is the magazine also created by Ginzburg and Lubalin, stop publishing after they get sued by Barry Goldwater because of an article which published on the magazine which talked about Goldwater(“Herb Lubalin: Biography, Designs and Facts”). After that they still work on magazine publishing and make a new magazine called “Avant Garde” and Lubalin made ITC Avant Garde typeface for it(“Herb Lubalin: Biography, Designs and Facts”)..
(picture1. Resource from: https://www.myfonts.com/fonts/itc/avant-garde-gothic/)
(picture2. Resource from: https://www.myfonts.com/fonts/itc/avant-garde-gothic/)
ITC Avant Garde typeface is a typeface which I think is very unique. It is easy to see that it do have some element from Sans serif but it is a complete different typeface. The length between each letter has been redesigned which the distance become closer. Also, the text itself looks more modernized. It is very interesting to see how the circular text combined together or combine with other text with a close distance and the design of letter “T” in this typeface is pretty playful. The letter “T” become a combination shape of two letters, which save some space(example:pic1) and it good for text composition in its own way. The thin type of the ITC Avant Garde typeface seems elegant and it keep the playful design idea from the ITC Avant Garde typeface gothic bold(example: pic2). It is a good typeface for poster making because this typeface can grab people’s attention directly by just playing the distance between each letter, such as how the Avant Garde magazine’s logo become attractive(example: pic3)
(picture3. Resource from: https://fontsinuse.com/uses/21625/avant-garde-magazine-13)
Herb Lubalin is not just a typographer but also a good graphic designer. I think he is very creative in making design which combines illustration and text together. For example, his design work Beards (example: pic4) showed a man’s eyes and nose, and for the beards he uses the designated shape which looks like the word “beards” to instead the illustration of the beards and mouth. He is very good at adding elements to the letter or words or combine them with illustration to present the idea of his design, to show the idea which and what he is selling there.
(picture4. Resource from: https://www.printmag.com/imprint/my-favorite-lubalin/)
These are the reason why I think Herb Lubalin should be include to our textbook. The typeface he designed is very creative and some typeface nowadays which use for marketing poster use similar typefaces. His graphic design work are also full of creativity and have the value of learning.
Font Family Page, www.myfonts.com/fonts/itc/avant-garde-gothic/.
“Herb Lubalin: Biography, Designs and Facts.” Famous Graphic Designers, www.famousgraphicdesigners.org/herb-lubalin.
Heller, Steven, and Steven Heller. “My Favorite Lubalin.” Print Magazine, 6 Aug. 2011, www.printmag.com/imprint/my-favorite-lubalin/.
Middendorp, Jan. “Avant Garde Magazine #13.” Fonts in Use, 21 May 2018, fontsinuse.com/uses/21625/avant-garde-magazine-13.