"Herb Lubalin claimed not to be a great typographer. 'In fact,' he said, 'I'm terrible, because I don't follow the rules.' This new book proves the opposite. On every page it features Lubalin's typographic genius (logos, layouts, lettering and typefaces), and places him at the forefront of 20th century typographic innovation. He even had names for what he did: he described it as 'graphic expressionism' or 'conceptual typography'. Using his ability to adapt, merge and create new typographic forms, he was able to enhance and amplify meaning in ways that hadn't been seen before. Having published two books celebrating the genius of Herb Lubalin as a graphic designer working in many spheres, this new volume concentrates solely on Lubalin's typography.It comes with new texts, new design, new photography, and lots of previously unpublished material - and with a price tag that makes it accessible to a wide audience."