Friday, January 18, 2013

Rise of the Archer

Sometimes, fonts get made. Understandable. Sometimes, those fonts catch the popularity train. Still fine. But once in a while, a font sinks its teeth into popular culture and doesn't let go, no matter how many pliers you break trying to get it to let go.

You may have already guessed the font, or you may not have noticed, but you definitely will now. I am talking about Archer, a font created by Hoefler & Frere-Jones Type Foundry in 2008. I'm probably a little late on the bandwagon here, but it has started to infiltrate my personal life and I feel that now is as good a time as any to shout about it at the top of my lungs.

Picture this. You wake up one morning. Pretty normal so far. You drift blearily into the bathroom and splash water on your face. Grope around for those contacts so you can see clearly. What's the first thing that hits your line of vision? ARCHER!

Well, that's not so bad. You shrug it off. Time to cleanse that skin! Reach for the facial wash, and OH NO it's Archer. Infiltrating your bathroom routine twice already.

Trying not to think about the Archer that may or may not have just seeped into your skin, never to be seen again, you head into the kitchen for breakfast. Find one of the few clean bowls left, fire up the kettle, it's oatmeal time. BUT WAIT. It's Archer again. Looks persistent.

You've been worrying so much about this growing problem that you don't come back to your senses until lunchtime. Well, at least there can't be anything type-related in a sandwich, can there? THINK AGAIN. The bread's got it too.

So you opt for a fast food lunch instead. Better to get away from the house completely. Harvey's seems like a nice, reliable choice, right? NOPE.

I've probably driven my point into the ground, but there must be another font we can be using. Martha Stewart must be rolling in her grave! she even dead? If she's alive, how is she letting this go on! Let's write her an angry letter.

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