As the final submission for the 'Typography for Publication' class at RMIT within the Master's program of Communication Design, my publication ventures into uncharted territory, drawing inspiration from the profound concept of archetypes in Jungian philosophy.

At its core, 'archetype' embodies a quintessential example of a person or thing. Delving deeper into Jungian philosophy, it evolves into an inherited idea rooted in the collective unconscious, a primitive mental image passed down from our earliest ancestors. This abstract concept serves as the foundation for my exploration within the realm of Typography.


Over the years, humans have embedded semantics into words, creating deep-rooted associations within our psyche. A prime example is the universally perceived sophistication and classiness of a traditional book layout, often linked to serif typefaces. These associations transcend geographical locations, cultural backgrounds, and prejudices, highlighting the power of tradition in shaping our perceptions.

The publication is meticulously structured into three distinct parts, each embodying a different typographic archetype. Part one presents an archetypal traditional layout, seamlessly embracing the conventional elegance linked with serif typefaces. Part two takes a bold leap into the contemporary, introducing a modern archetype that challenges established norms.

The final part, aptly titled 'Overriding Archetypes,' serves as a rebellious entity, disregarding the norms established in the first two parts. Despite its defiance, the design maintains a coherent flow, captivating the reader's senses. This section, functioning as a creative expression in itself, sparks a myriad of emotions in different individuals who engage with its unconventional design.

A Gallery of Spreads