From Cliché to Archetype, 1970 first edition

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Hal Siegel's jacket design for the first edition of Marshall McLuhan's From Cliché to Archetype is an acute typographic interpretation of the book's themes. With a progressive change in type styles, characters, spacing, and color, presents a literal transition from cliché to archetype.

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The book without its jacket feels decidedly more flamboyant than the cover, imprinted with large initials set in Circus (minus a few usual flourishes from the upper half of the letters).

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