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The Aim of Archer

On AIGA’s main page, this article on the typeface Archer sits on display. Look familiar?

I began to wonder if I was the only one who had noticed this typeface absolutely everywhere. Apparently, the author, a grad student at MICA, noticed it too. She outlines Archer’s beginnings as a commission from the Martha Stewart Magazine, and she shows its use in everyday advertisements, Newsweek, and Wells Fargo. 

Typography gods Jonathan Hoefler and Tobias Frere-Jones own the foundry that created Archer. Their website introduces the typeface as “Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm.” Forthrightness = Newsweek? Credibility = Wells Fargo? Charm = Martha Stewart Magazine? Ok, I think I can see this working out.

Believe it or not, Hoefler himself actually commented on the post several times, responding to the article and to others discussing the typeface. The current final comment states what most of us are bound to ask at this point: will Archer be the next Helvetica?

Hoefler and Frere-Jones’ final say on their creation: “well-mannered, easy to work with, and inviting to read.” I think I just found myself a role model typeface.

Where have you seen Archer?

3 Comments

  1. LindseyMarie wrote:

    When reading about a bottle of wine, I find it intriguing to find how one would describe a bottle of wine in comparison to the next bottle of wine. That’s how it is with me and typefaces… I enjoy reading how one describes a typeface such as Archer: “Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm.” If I read this caption when deciding whether to choose Archer or the next typeface… I’d choose Archer!

    Tuesday, April 20, 2010 at 7:45 pm | Permalink
  2. Jwojcik wrote:

    Someone should tell the artists at the FX show Archer about this, the font they have is okay but this is way better.

    Wednesday, April 21, 2010 at 2:01 pm | Permalink
  3. Emily Posner wrote:

    I don’t think this font will be the next Helvetica… Helvetica is far too timeless.

    Monday, April 26, 2010 at 3:08 pm | Permalink