Herbert F. Lubalin was a prominent American graphic designer. He collaborated with Ralph Ginzburg on three of Ginzburg’s magazines: Eros, Fact, and Avant Garde, and was responsible for the creative visual beauty of these publications. He designed a typeface, ITC Avant Garde, for the last of these; this distinctive font could be described as a post-modern interpretation of art deco, and its influence can be seen in logos created in the 1990s and 2000s.

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. Lubalin’s solution, one which sought to meet Ginzburg’s hope for an expression of “the advanced, the innovative, the creative,” consisted of tight-fitting letterform combinations to create a futuristic, instantly recognizable identity.^[3] The demand for a complete typesetting of the logo was extreme in the design community, so Lubalin released ITC Avant Garde from his International Typeface Corporation in 1970.

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