Broad Creatives

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Broad Creatives’ communications design blog is meant to inspire and inform. Curated by our dynamic team, we offer creative insight, inspiration, and strategic marketing tactics to power your brand’s identity.

The Broad Blog

Broad Creatives’ Communications Design Blog is meant to inspire and inform. Curated by our dynamic team, we offer creative insight, inspiration, and strategic marketing tactics to power your brand’s identity.

 

Favorite Font Friday - Archer

Every Friday we’re sharing some font love. This week I wax on about a versatile, slab serif beaut from the illustrious type foundry, Hoefler & Co: ARCHER.

Image credit:  typography.com

Image credit: typography.com

Originally designed in 2001 for Martha Stewart Living magazine, Archer is a contemporary typeface that offers an immense waterfall of weights and styles, including a screen smart set for optimized digital rendering. I do not typically gravitate towards working with slab serifs as they tend to feel too brusque for my design sensibility. However, Archer balances its weighty, geometric slabs with elegant curves and ball terminals that give the font a humanistic quality. As previously attested, I love a font with a good ball terminal. Besides, don’t you just want to reach out and shake hands with the friendly little “paw” on that ampersand?

Archer’s successful applications are as wide as they are varied and include logos, lengthy publications, websites, business cards, infographics, wine labels, and wedding invitations. Wes Anderson even broke a decades-long habit of setting movie poster text in Futura to utilize Archer on the design for the Grand Budapest Hotel. As foundry H&F puts it, Archer “…is a typeface that’s well-mannered, easy to work with, and inviting to read.”

Image credit:  typography.com

Image credit: typography.com

Image credit:  typography.com

Image credit: typography.com