Archetype Typography has been creating,
producing, customizing and consulting on
typography for clients since 1986, with
expertise in typographic applications and
conventions, current typographic
technology, typographic applications, and
history of typography.
Custom typeface design and development for retail, architectural, branding, publishing and other clients is a focus of Archetype’s practice. Styles range from display, to text, to special purpose typefaces, to bolder, lighter, and stencilized versions of existing typefaces.
Book typography was the foundation of my own practice as a typographer with Bruce Mau Design and the Art Gallery of Ontario being the major founding clients for Archetype. The concentration of these clients on cultural works led to many other cultural clients, such as the Getty Research Institute, Rizzoli, Phaidon, art galleries, magazines, cultural journals and others.
Typography for architecture requires attention to detail and anticipation of possible problems. Type set in steel or concrete must be done well and correctly; revisions after execution are expensive or impossible. Archetype has been trusted with projects with large budgets and highly visible manifestations.
Bruce Mau Design
Kerr Smith Design
Art Gallery of Ontario
Rhode Island School of Design
Gehry Partners LLC
Rawlings Sporting Goods
Some of the typefaces
produced by Archetype. The
1. revival of chiseled typeface
for memorial garden
2. magazine display
3. designer’s brand face
4-7. Revivals of early 20th C
faces appearing in G
8. Text face in the Dutch
9. Light and bold extrema of
10. Portmanteau face in the
style of some early ’90s faces.
11. Hand-drawn iterative face
12. Learning writing for
13. Experimental face
14. Typeface inspired by
Robert Crumb’s lettering.