I've been looking for a serif with the same qualities of Archer. I will admit that I prefer a sans-serif over a serif. Something about the majority of serif fonts makes me feel like I need to arch my back and keep my chin up. I feel like wine and cheese would be served at a serif party while the sans-serif party would have an open bar with a stellar selection of craft beer.
And then there is "Archer", which for me conveys a warmth and friendliness other serifs lack. It says "welcome, have a seat and make yourself comfortable". Yet the font exudes elegance and sophistication at the same time.
Archer has been popping up everywhere for a while. I see it in lots of magazine and ad campaigns. I wasn't surprised when Publix (grocery store in the southeast) used it for their most recent campaign. However I wasn't really ready to find it gracing the title of every Ore-Ida potato product in the frozen food section there. Two days later . . . Quaker Oatmeal.
My point: as a designer and lover of type, I like to keep things fresh. I can't create a logo for a cutting-edge, sophisticated interior designer using the Ore-Ida potato font that is easily spotted in so many common places.
Is there another well-designed font family capable of pulling off all of the same qualities of archer? Can there be another font with such lovely ball terminals that succeeds without coming across as a knock-off? I thought I found the answer a while back in House Industry's "Eames Century Modern". But somehow I never feel as satisfied when using it in designs or copy in which I want to exude friendliness and a bit of personality.
I'm new to typophile and would love to get your suggestions and feedback. I did a keyword search for "archer" before posting and didn't find anything of interest. So please, don't bite if this has been discussed in a previous post/s. (pretend I added a smiley face here using punctuation)
I often have imaginative conversations and sometimes documented dialogues with fonts as if they are human. If you don't find this disturbing I might share the break-up letter I drafted for Archer.