Herbert Lubalin was colorblind in his career. Despite that, his constant search for something new and a passion for idea and concept made him one of the most successful art directors of the 20th century. His concept has informed graphic design historically and in the present day.

In 1962, Lubalin’s studio gave him the opportunity to take on any projects with Ralph Ginsburg, from poster and magazine design to packaging and identity solutions. They sent three million letters to Americans ‘of higher than average income and intelligence’ to announce the publication Eros, a quarterly magazine ‘entirely devoted to Love and Sex.’ Like many of the ‘Big Ideas’ in New York, Lubalin had a liberal political streak, despite having no political aim. …show more content…
Eros covered stories about sexual practices, despite being hidden from the public eye. It was explicit enough to trigger fatally the puritanical reflexes rooted so deeply in American culture, despite having not much pornography. The magazine closed down after four issues, not only because it was so expensive to produce and had legal and financial problems, but primarily because Ginsburg, as editor, was prosecuted and jailed. The magazine was a great outlet for testing his design principles. Lubalin and Ginzburg again turned one magazine’s demise into the creation of another, releasing Avant Garde six months later. The creation of the magazine’s logogram proved difficult, largely due to the inherent difficulties presented by the incompatible letterform combinations in the title. This attractive soft-covered periodical followed in the footsteps of its predecessors by pushing the envelope and eventually the boundaries of censorship. Avant Garde run for 14 issues between January 1968 and July 197.1
Avant Garde magazine’s most notable legacy is its instantly recognisable logo design by Herb Lubalin and it’s expansion into an extensive range of characters and ligatures intended solely for use in the identity and headlines of the