Herbus
OTT Foundry · Eliott Grunewald · 2019
A six-style geometric family rooted in the formal language of Herb Lubalin and the tight, image-like typography of 1960s–80s American graphic design.
About
Drawing from Avant Garde Gothic, Serif Gothic and Busorama, Herbus synthesises the expressive geometry and compact spacing that defined a particular strain of mid-century American advertising and editorial work. Each of the three weights — Regular, Medium and Bold — comes with a serif counterpart, and the family includes ligatures and alternates intended to facilitate dense, graphically charged compositions. First released in 2019 and expanded to six styles in 2025, it is a considered homage rather than a straight revival.
Classification
A geometric display family drawing formally from Avant Garde Gothic, Serif Gothic and Busorama, favouring expressive geometry and tight spacing characteristic of mid-century American advertising typography. The serif variants extend its range without shifting its fundamental display character.