Is Archer's Use on Target? »

AIGA takes a look at the popularity and use of Archer, a fantastic (if not overused) slab serif from HFJ:

Archer boomed right when the U.S. economy went bust. With unemployment continuing to soar and businesses declaring bankruptcy, with newspapers and magazines folding and personal savings accounts shrinking, Americans, more than ever, crave trust, comfort, friendliness and other fuzzy feelings. Companies are responding, and Archer may be part of the solution.