Archetype is involved in many aspects of typographic consulting, including:

  • setting up typography for periodicals and other printed matter, including advising on specific typographic issues and setting up templates and H&J parameters
  • specifying and altering faces for ADA and other code compliance for architectural applications
  • helping clients choose and apply typefaces for various printing environments, recommending suitable faces for body copy and display type respectively
  • refining and adjusting type on design documents
  • consulting and refining wordmarks and logotypes
  • educating designers on typographical principles and setting up typographical guidelines to improve design quality