Herb Lubalin’s typography looks clichéd and a bit played out if you are catching it right now, until you realize that most of the designers riffing on his letters were born after he died. Lubalin’s typography isn’t subtle. That isn’t to say it isn’t well balanced or poorly kerned (it is). It’s more that it is loud, fearless, and clever in ways type hasn’t been before or since. His particular cues are popping up more and more lately in “cutting-edge” graphic design. Avant-garde indeed.