The Gingko Press reissued Marshal McLuhan’s classic text, From Cliche to Archetype in 2011, the 100-year anniversary of McLuhan’s birth. The book was edited by W. Terrence Gordon, and designed by Anne Burdick. Arbor is paired with Type Supply’s forward-looking angular typeface, Torque.
The Gingko Press writes: ‘Six years after the publication of his seminal work, Understanding Media, the Extensions of Man, Marshall McLuhan linked his insights into media to his love of literature and produced From Cliché to Archetype. “In the age of electronic retrieval, the entire phenomenal universe is at once junkyard and museum” — cliché and archetype. “Every culture now rides on the back of every other culture.”’