In April of 2018, designer, educator, and historian Alexander Tochilovsky asked me to come up with a design for the Lubalin Center’s “Lubalin 100” project. It was a simple idea: every day for 100 days, they would post an article, detail a piece of work, host a lecture, upload a video, or give some bit of content to the world that tell’s a part of Herb’s story, or honors his collaborators. The initiative needed a logotype, so Alexander and I discussed all the possible missteps one could take in such a project. Aping Herb’s known favorites would have been fairly low hanging fruit so we tried to introduce something that was loosely inspired by the work of his illustrious team of letterers like Tony DiSpigna, Tom Carnase, Alan Peckolick, and John Pistilli. The challenge was to refrain from aping their style.