As seen on Tenth Letter of the Alphabet.
“Helmut, I called to ask a favor. Can you send me the proofs of your Audi ads? I want to write an article in U&lc on how Avant Garde Gothic should be used. From what I’ve seen around, I’m sure I can fill a volume on how it shouldn’t be used. I often wonder whether the world wouldn’t be a better place to live in without Avant Garde Gothic. But then, you come up with these beautifully designed Audi ads and it gives me renewed confidence in my ability as a type designer. I wish more people would show your kind of concern and understanding of type:”
“Well thanks for the kind words, Herb, I’ll send the stuff right over:”
“Thanks, Helmut. And maybe you can write a few words about your ads. See you:”
A bit from Krone’s blurb about his ads:
My obsession with typography adds at least 20% to the production time of an ad. Why do I do it, I’ve wondered. And now, finally, I know. To get a call from Herb Lubalin telling me he’s noticed my typography. That’s why.