Herb Lubalin: pages in U&lc In 1970 Herb Lubalin co-founded with Burns the International Typeface Corporation (ITC), the first virtual typographic library that also fought for fair pay for type designers, and the magazine U&lc (Up & lower case), which he illustrated and for which he was artistic director. The ITC offers 4x a year to the industrialists new typographic collections, and incidentally the typefaces of Lubalin, that they only have to photograph and manufacture. This is a considerable time saver. The new typefaces are distributed free of charge around the world to studios, agencies and designers in the magazine U&lc. Both set the tone for this new worldwide typographic impulse that breaks the codes of modernism, echoing the liberation and humanization of society in the face of rising criticism of mass consumption and standardization.
