Archetype

Archetype typography

About Archetype

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.

Richard Hunt
Toronto
rgh@atype.ca

Typeface design and modification

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 and publication typography

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.

Architecture and monumental

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.

Clients

Phaedon
Rizzoli
Zone Books
Plant Architects
KPMB Architects
Bruce Mau Design
Kerr Smith Design
Loblaws Brands
Art Gallery of Ontario
Rhode Island School of Design
Gehry Partners LLC
Rawlings Sporting Goods

Some of the typefaces
produced by Archetype. The
purposes/details are:
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
magazine.
8. Text face in the Dutch
tradition
9. Light and bold extrema of
utility face
10. Portmanteau face in the
style of some early ’90s faces.
11. Hand-drawn iterative face
12. Learning writing for
children
13. Experimental face
14. Typeface inspired by
Robert Crumb’s lettering.

Identity Typeface developed for Bruce Mau Design.
A financial book needed an efficient way to include what would normally be separately formated sidebars. By integrating them into the text flow, the production time was reduced and the auxilliary material was appropriately placed.
The Getty readers series involved typeface development for the coves text, and collaborating in setting up typographical specifications for the series.
With a change to a new production system, the Zone books series needed a robust set of typogragraphical parameters, and a new version of the typeface to ensure continuity from the older system.
With a change to a new production system, the Zone books series needed a robust set of typogragraphical parameters, and a new version of the typeface to ensure continuity from the older system.
With a change to a new production system, the Zone books series needed a robust set of typogragraphical parameters, and a new version of the typeface to ensure continuity from the older system.
With a change to a new production system, the Zone books series needed a robust set of typogragraphical parameters, and a new version of the typeface to ensure continuity from the older system.