"You can do a good ad with poor typography, but you can't do a great ad with poor typography."
Herb Lubalin was born in March 17 1918 in New York. He studied at Cooper Union from 1936 to 1939. He began his career by producing work for the world exhibition in New York. In 1941, he became an art director at Deutsch & Shea Advertising for a year and moved to Reiss Advertising from 1943 to 1945. He worked at Sudler & Hennesey Inch in 1945, where he won New York Art Directors club Gold Medal as a creative director and a partner.
In 1964, he established his own design consultant, Herb Lubalin, Inc. In 1970, he formed the International Typeface Corporation (ITC) with Aaron Burns in New york. In 1973, He published in house magazine Upper and lower Case. In 1976, He started to teach at Cornell University for 5 years. His work has been in the numerous exhibitions including at the Society of Typographics Ar t in Chicago (1957), at the Center Georges Pompidou (1979) and ITC center in (1980). He also has won numerous awards including seven Gold Medals from the Art Directors Club, Art Director of the Year Award from the National Society of Art Directors, a Clio, two honors from The Cooper Union, the Augustus St. Gaudens Medal and The Award for Professional Achievement.
Lubalin's publications include: "Herb Lubalin. Art Director, Graphic Designer and Typographer" by Gertrude Snyder, Alan Peckolick, New York 1985 and the recent one , Herb Lubalin, American Graphic Designer 1918-81 published by unit edition, United Kindom 2012.