Is Archer’s Use on Target?

Archer has been on the market for more than a year now and its popularity is still growing. Its presence has been seen everywhere from Martha Stewart (its original designed and intended use) to Wells Fargo, MSN, Eward Jones, Neenah Paper and The White House. The font foundry that created it Hoefler & Frere-Jones is well known in the typography market for releasing popular designer fonts. I have been a long time fan of theirs and almost fell in love with Archer when I first saw it. With its round terminals, its gives a more playful feel to some traditional display types. In doing research I came across an article written by Lauren Adams on AIGA’s website, it was informative and honest. To view the article click here.

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