HOEFLER & FRERE-JONES

Archer is a newer slab serif from the wonderful people at Hoefler & Frere-Jones. I’ve had my eye on the whole family for a few months now and finally got a chance to pick this type up and give it a spin. Available now for commerical purchase, Archer was originally created as a suite of fonts for the Martha Stewart book Martha Stewart Living. Not surprisingly Hoefler & Frere-Jones created a family that could work double-duty as both a sophisticated copy font while also looking and behaving great placed in charts, tables, etc.
Archer works REALLY well in a copy block which is a treat considering traditionally slab serif faces work well in headlines, but suffer from spacing anxiety in larger chunks of copy. The book weight has a mild playfulness and just enough thickness to command attention without yelling. In contrast, the thin and hairline versions are whispy and flowing while still maintaining clarity.
I think the overview on the typeface’s overview page puts it’s best:
Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm.
While I’m at it I’ll add that I’m a huge fan of a few other Hoefler & Frere-Jones typefaces as well. Their Gotham, Chronicle, and Whitney families are beautiful examples of finely crafted type. Check them out.