Archer (typeface)

Archer
Category Serif
Classification Humanist slab serif
Designer(s)

Tobias Frere-Jones

Jonathan Hoefler
Foundry Hoefler & Frere-Jones

Archer is a slab serif typeface designed in 2001 by Tobias Frere-Jones and Jonathan Hoefler for use in Martha Stewart Living magazine. It was later released by Hoefler & Frere-Jones for commercial licensing.

Structure

The typeface is a geometric slab serif, one with a geometric design similar to sans-serif fonts. It takes inspiration from mid-twentieth century designs such as Rockwell.

The face is unique for combining the geometric structure of twentieth-century European slab-serifs but imbuing the face with a domestic, less strident tone of voice. Balls were added to the upper terminals on letters such as C and G to increase its charm.[1] Italics are true italic designs, with flourishes influenced by calligraphy, an unusual feature for geometric slab serif designs. As with many Hoefler & Frere-Jones designs, it was released in a wide range of weights from hairline to bold, reflecting its design goal as a typeface for complex magazines.[2]

Uses

The typeface has been used for, among other things, branding for Wells Fargo and is a main font for the San Francisco Chronicle and Wes Anderson's film The Grand Budapest Hotel.[3] It is also the current font used for titles and body text by the Design Observer website.

References

  1. ↑ Devroye, Luc. "Jonathan Hoefler". McGill University. Retrieved 29 September 2014.
  2. ↑ Earls, David John. "Archer". Typographica. Retrieved 11 July 2015.
  3. ↑ Adams, Lauren. "Is Archer's Use on Target?". AIGI.
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