Look

Look Magazine, Allen Hurlburt, 1969

I had a wonderful discussion today about Allen Hurlburt with Margaret Rhodes who is writing about him. Every year, someone pipes up about traditional publication design being dead. We are told that today’s reader views information differently and printed publications must change. If I listened to the current theory, every page should have multiple layers of information, presented in multiple typefaces, icons, and colors. A good page design should emulate a CNN screen. If I wanted to find joy in the barrage of information on a CNN or Bloomberg screen, I could take screen grabs, print them out, bind them, and put them on the coffee table.

The problem with this is pacing. Good publications are paced like film. There should be quiet moments, big explosions, close-ups, long shots, and points for contemplation. 500 pages of dense faux-information does not do this. That's wallpaper. Allen Hurlburt served as the creative director at Look Magazine from 1953 until 1971. His issues of Look are treasures. They follow a clear grid, are graceful, calm, and powerful at the same time. Look (no pun intended) at the way Hurlburt uses the typography to echo the content of the imagery and how the image content aligns with the grid. So nice. 

from the Lou Danziger collection and Past Print