Herb Lubalin is a text artist born in 1918, who is famous for his avant garde style of text . The definition of avant garde is, “any creative group active in the innovation and application of new concepts and techniques in a given field (especially in art).” His style of text has been described as, “close but not touching.” This style of text is linked to very provocative advertisements and was used by such bands as “The Beards.” He also has other style of texts that are very curvy and have large tails at the end of of letters. Other styles use light blocky text against a dark background. This style of font was used in an anti-war poster back during Vietnam. Herb Lubalin has greatly impacted the graphic design world with his ground breaking fonts even after his death in 1981.