Let’s look at typography from the eyes of American graphic designer Herb Lubalin (1918-81). He designed some of the more iconic typefaces and typographic logos of the century, and he always called his work “word pictures”.
His approach to typography uses letterforms to express ideas visually.
By using “graphic expressionism,” a typeface can tell the story of a word on a page. The goal is to design the typeface in such a way that it amplifies the meaning of a word or a phrase, making people feel what they are reading.
At Dan Alexander & Co., we cherish this power of expression that transforms every design into a communication gem. Herb Lubalin used words as images.