Archer (typeface)

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]

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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